Comprehensive Analysis of Twitter Using the Ashridge Model

This report provides a comprehensive analysis of Twitter using the Ashridge Model, which assesses an organization's mission based on four key elements: purpose, strategy, values, and behavioral standards. The report examines Twitter's mission and vision statements, evaluating their strength and alignment with the Ashridge framework. It explores Twitter's strategies, including its investments in innovation, research, and development, as well as its approach to market accessibility and customer engagement. The analysis also delves into Twitter's behavioral standards, such as the 140-character limit, ethical practices, and stakeholder valuation. Furthermore, the report identifies key strategic decisions made by Twitter, such as the Innovator’s Patent Agreement and product feature enhancements. It distinguishes between deliberate and emergent strategies, illustrating how Twitter has adapted to competition and market demands. The report concludes by highlighting Twitter's commitment to innovation, customer focus, and its ability to adapt, positioning itself as a leading social media platform. The assignment references Twitter's annual reports to support its findings, providing a detailed understanding of Twitter's strategic choices and their impact.

Running Head: ASHRIDGE MODEL OF TWITTER 1
ASHRIHGE MODEL OF TWITTER

ASHRIDGE MODEL OF TWITTER 2
Table of Contents
Question 1.............................................................................................................................................3
Purpose..............................................................................................................................................3
Strategy.............................................................................................................................................4
Behaviour standards..........................................................................................................................4
Values................................................................................................................................................5
Question 2.............................................................................................................................................6
References.............................................................................................................................................8

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Question 1
The Ashridge sense of the mission model is the model that defines the mission
statement.it is kind of the framework that is based on the four major elements or the
dimensions namely purpose, strategy, value and the behavioural standards. The values and
the behaviour are the two elements that majorly focus on the description of the culture of the
organisation.
Purpose
This model is majorly used by the corporates and the employees and this can help in
taking the decisions based on the incorporation of all the four elements. The four components
can be utilized in doing an investigation of whether the plan of action and the mission of
twitter that is given is a more grounded or more fragile key heading.
Also, according to the twitter statement of purpose, it is obvious it has a solid mission
application and dialog of the four components of mission to Twitter Purpose Through the
direction of the Ashridge Model. Further while observing the mission statement of Twitter it
can be understood that the mission model of the twitter given is stronger or on the weaker
side. Currently the mission statement of the twitter is strong. The vision statement of the
company is to grab the large audience on the daily basis. The company likewise tries to
examine how the model will profit the administration of Twitter and the rest of the workers
including the principle motivation behind why the company exists. The vision will help the
company set its path and will help achieve the greater market share. The mission of the
twitter is to provide everyone with the power to innovate the ideas and provides the platform,
where those ideas can be shared. A free and the global conversation is all twitter keeps on to
make the mission statement strong (Twitter, 2017).
Twitter’s vision states that the company provides various services and they intend to
capture the large market all around the world. The primary users of the Twitter involve those
people who are interested to speak about the topics and the areas in which they have
knowledge with freedom and acceptance. With the help of the Twitter millions of the people
can be reached across the globe by the feature of the single click. This toll exchanges the
information across the globe (Twitter, 2017).

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Strategy
The strategy provides the Twitter the elements of the ideal organization, which is
puzzled and needs to be solved in order to achieve the mission. To develop as the best, there
are sure key rules that must be set up by the organization. The systems ought to incorporate
how to accelerate the accessibility of the market for Twitter products. It gives a way of how
things will be finished with respect to placing, pricing, promoting, producing and grab the
market share to enhance the effectiveness and the delivery of the services. Twitter has put
resources into innovation, research, and advancement to gain the advantage over the
competitors (Twitter, 2017).
Effectiveness has been accomplished by having developed a basic information
pathway that upgrades the exchange of data starting with one end of the server then onto the
next. The organization has also introduced a constant information exchange model that
empowers data to be shared.
It builds the customer base for the other organisation as each tweet is received by each
and every follower and it makes sure there is a broad public connectivity. The company's
competitive advantage resides in the interaction with the clients and the customers through
managing them, its high levels of service, and the low overheads generated by high sales per
square foot.
Behaviour standards
Purpose and strategy are empty thoughts if they fail to convert into the ongoing
process, into the policy and behaviour guidelines or the rules direct the people to decide what
to do on a day-to-day basis. The system to accomplish this depends on giving great incentive
to cash, administration that in general is better than its rivals and inviting, proficient directors
who bend tuned in to its staff (Twitter, 2016).
These key destinations are converted into arrangements and conduct rules, for
example, the requirement of the 140 characters which suddenly raised the bar of the
company, the valuation with the stakeholder while complying with the laws of the
jurisdiction and operating with under the higher ethical standards and best practices.
Values
Values are the beliefs or the thoughts and the ideas of the company that are emerged
from the culture of the company. Values offer importance to the standards and conduct

ASHRIDGE MODEL OF TWITTER 5
models in the organization and go about as the 'right mind' of the association. Twitter's
statement of purpose is a truly decent on the centre reason, when it was recognised as the "the
association's explanation behind being." The procedure articulation is by all accounts a
grabbing, up 'til now deficient endeavour at characterizing a BHAG. What's missing is any
statement of the organization's basic beliefs (Twitter, 2017).
From the overall analysis it can be concluded that the mission and vision statement
was achieved by the Twitter in the best manner and it emerges as the strong model which can
inspire and influence the other firms as well. The major criteria of the Ashridge model was to
determine the strategy and let focus on how the four elements can bring the change in the
organization.
Question 2
There are number of key decisions which are inculcated by Twitter to serve the
strategic decision making process (Grant, 2016). Among some of the major and the relevant
decisions one such decision was to include the Innovator’s Patent Agreement in the year
2013, development and enhancement of the features of the product that are directly related to
the growth of the audience of the company and also the impact of the engagement metrics to
figure out the real style of the positioning of the company (Twitter, 2016). May it be the
alignment of the periscope towards the digital media platform in the year 2016 and
development of the overall company by complying with the rules and regulation to achieve
the GAAP profitability in the year 2016, Twitter has made it possible every time.
Twitter also introduced the feature of increase in the characters while writing in the
mid-year of 2017. The characters were increased from 140 to 280. There were several non-
core segments of the business that were ceased funding from the side of the Twitter itself as
the investment was not in the potential areas such as Vine and Fabric. These are some of the
ley highlights of the decisions of the Twitter with respect to which the company has recorded
the global expansion strategy and expansion of twitter (Twitter, 2016).
 The deliberate strategy is one which involves the top to bottom approach where the
rules and the regulation flow form the corporate level and the decisions are taken by
the corporate level; however the emergent strategy is the opposite of the previous
one which follows the bottom to top level approach. For example, Innovater’s Patent
Right Agreement is the category of deliberate strategy.

ASHRIDGE MODEL OF TWITTER 6
 The best example is of the Twitter where the successful strategy followed by the
company has been turned into the tangible standards and the actions. It promotes
itself to be one of the best social media platforms where each and every individual,
firm or company can promote itself.
 The company faces the competition from the different users and advertisers, the
company may acquire the companies to add engineering talent or the design of the
complimentary products to curtail the competition. This is a form of the deliberate
strategy which allows the top management to take the decisions and flow the policy
to the operational level to execute them.
 The company also progress for the capacity by increasing the size of the base, attract
and advertise and keep on flourishing the revenue. The investment policy and the
strategy of the company are focused on securing the capital and supporting the
requirements of the liquidity (Twitter, 2017).
 The strategy of the Twitter is to share the information and the content by finding it
from the different parts of the world, networking with individuals, branding and at
the same time no letting go of its customers. This is how twitter works in on the
daily basis. That’s what Twitter is special for. For the purpose of gaining the active
followers the Twitter also provides the sense of competition to the other
organisation.
 Twitter has a plan to keep on making huge interests in innovative work and, every
once in a while, we may secure organizations to upgrade our items, administrations
and specialized abilities.
From the above decisions the one which is the most appropriate and the emergent one is
reaching the audience in the great number on the daily basis. The twitter character limit form
80 to 140 raised the bar of the price of the Twitter by 7% by the end of the day and the
investors were quite keen as with the results. The compliance with the laws and the ethical
standards calls for the deliberate development. The Twitter also follows the best cost provider
strategy as it believes to sell the product that is affordable by different class of the customers
across the globe (Twitter, 2017).
The major strategy followed by the company is the continuous interaction and the
same has been viewed as one of the most important strategy which explains the principle of
the Twitter to become the best from the weakness. The strategy factor clearly explains the
ability of the company to showcase the ability to face any challenge and the position on

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which the Twitter wants to thrive on. Twitter being a massive product, creates a platform
even for the business that creates the product for niche. It is a great example of the emergent
strategy (Twitter, 2017).
This is the real way through which the company reached the summit and posed a
competitive advantage in comparison to others. The strategy has been sustained for many
years and the focus was majorly to cater the needs of the customers at the first place. Hence,
the company has followed the combination of both the strategies. The real advantage for the
company lies in the fact that the company is competitive enough and the customers have a
platform to experience that.

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References
Twitter, (2017). Annual report Twitter, Inc. Retrieved from
file:///C:/Users/System04087/Downloads/3229119_525858477_AnnualReport2017.pdf
Twitter, (2016). Annual report Twitter, Inc. Retrieved from
file:///C:/Users/System04087/Downloads/3229120_796326062_FiscalYR2016TwitterAnnualRepor.p
df