Organizational Structure, Culture, and Marketing Analysis of Snap Inc.

This report provides a comprehensive analysis of Snap Inc.'s organizational structure, culture, and marketing strategies. It begins with an overview of the company's background, including its products (Snapchat, Spectacles, Bitmoji, Zenly), revenue, and founders. The report then delves into the company's innovative business communication-based organizational structure, emphasizing the importance of change management and clarity within the organization. The application of situational analysis is explored to understand how Snap Inc. adapts to the dynamic social media landscape. The report also examines the company's management approaches, highlighting the implementation of situational management. Furthermore, the report assesses Snap Inc.'s content marketing strategy, focusing on its strengths, weaknesses, opportunities, and threats through a SWOT analysis. The report concludes by summarizing the key findings, emphasizing Snap Inc.'s commitment to digital communication and content marketing to maintain its competitive advantage in the social media market. The report highlights the company's strengths, such as its strong user base and unique software features, while also addressing its weaknesses, like its reliance on advertising revenue, and external threats from competitors.

Running head: MARKETING AND COMMUNICATION
Marketing and Communication
Name of the Student
Name of the University
Author Notes

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Table of Contents
Introduction..........................................................................................................................2
Task 1:.................................................................................................................................2
Task 2...................................................................................................................................3
Task 3...................................................................................................................................6
Conclusion...........................................................................................................................7
Reference.............................................................................................................................9

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Introduction
The aim of the given assignment is to describe about organizational structure and culture
of Snap. Inc. The background of the company will be described in the given context, which will
help to analyze the management approach implemented in practice. The application of situational
analysis it is possible to understand the importance of Change management in the social media
network company. Strategic management tool will also be implemented in order to fulfill the
organizational objective. In the given context the strength and weakness of the company will be
analyzed, which will provide essential information for content marketing strategy.
Task 1:
Snap Inc. is one of the world’s leading technological platform that provides social media
service. The company stared its official operations from 16 September 2011 and currently has
headquartered in Venice, Los Angeles and California. The total revenue of the company is
estimated to be of US $ 824.949 million with the total net income of US $ 3.445 billion
(Snap.com, 2018). The main highlighting point is the effective use of camera that is used in
making high end video calls. It is also possible to send highly clarified pictures and make
customization of the same. The company has also introduced advanced lens studio that is used to
generate the innovative user experience. There are also higher levels of diversity within the
usages of the social media that can help the users to improve on their personal security levels.
The four major products of the company include the Snapchat, Spectacles, Bitmoji and Zenly.
The company was initially launched under the brand name of Snapchat Inc. and was later named
under the name of Snap Inc. This was done under as a part of the rebranding strategy that is part
of increasing the brand value of the company.

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Evan Spiegel and Bobby Murphy was the founder of the company and Michael Lynton is
current CEO of the company. The company organizational structure and culture is mainly based
on innovative business communication. The company has currently more than 3,000 employees
(Snap.com, 2018).
The organizational objective of the company is to contribute in the pathway of digital
communication. The advanced forms of communication is one of the most important part of the
organizational culture that are used in Snap Inc. This allows the employees to make most use of
the workplace situation. The company also regularly implements change within the organizational
structure, which can help them to gain sufficient competitive advantage. The company also aims to
maintain high level of clarity within the organizational structure. This can help the employees to
understand the organizational objectives (Snap.com, 2018). Nevertheless, the CEO of the company has
faced high level of controversy due to the fact that in many cases the employees do not get the
opportunity to directly interact with him.
Task 2
The management approaches define the different forms of techniques and culture that are
implemented within an organization. The hierarchy of the organization is also designed based on
the management approaches. The efficiency of the employees within the organization depends
on the style of management approaches. In the modern days most of the large scale multinational
companies prefer to implement the situational approach to management. In this case, the leaders
within an organization do not follow the traditional styles of management as the decisions that

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are implemented is subject to change depending upon the changes in the business environment
(Suthersan et al. 2016). The situational or the contingency approaches are effective in
implementing change management within an organization that is needed to fulfill the changing
levels of customer demand.
In the contemporary business environment, the firms are highly affected by the changes
in the macro environment. This also includes analyzing of the changes in the competitive
environment. As new rivals enter the respective industry of business in the form of startups, the
existing business has to face new forms of competitive challenges. Hence, the main advantage of
the situational analysis is the fact that it can help in implementing swift changes in the
organizational structure. On the other hand Madera (2017), has mentioned that situational
approaches of management do not follows an ordered guidelines. Hence, the decisions that are
implemented do not have any long-term visions. Moreover, there is high level of risk involved as
the management approaches do not take in account of the future changes that can occur in the
business environment.
With the rising of social media platforms and the prsence of large scale social media sites
that includes Facebook amd Instagarm, people have the switch over the platforms. The user
interface of the platforms are under constant changes, which requies higher and effective
technical skills of the employees. The management of Snap Inc. can make use of the situtaional
analysis to make changes in the digital communication strategies that will help them in better
levels of understanding need of the users.

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Company Branding
Organizational Structure
Company’s Product

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Task 3
Currently Snapchat is one of the popoular social media brand, which has nearly 200
million active users. The platform offers unquie features for sharing extra-ordinary snaps in the
public forum. The main marketing policy of the company is dependent on builing a strong brand
and gain popularity among the global social media users.
According to Fleisher and Bensoussan (2015), one of the effective ways to increase the
service users of a business is to gain effectiuve business knowledege. The promotional startegies
of the company is to rely on incraesing the e-commerce sales. As other online busiess media
plaforms form partnership with Snapchat, it will be possible for the compamy to reach out to
more number of people. The stratgey of content marketing can be used as an essential
promotional tools and innonvative management approach. The primray features of making use of
the content matketing is to get detalied information related to that of the business environmental
analysis (Holliman and Rowley 2014). The internal marketing analysis tool of SWOT analysis
will be used for the given technique.
The strong user base is the major strength of the company and the total number of active
users are incraesing at a rate of 36% per year, which is exepeted to incarease in the upcoming
years. The unique software and user interface deisgn is used to deal with the security concerns
that is one of the major unique featues of the company. Snapchat also has devised new forms of
softwares that can help the users to personalize their messages. The company also collecets
regular feedbacks from the users that will help them to collect information for advanced levels of
content marketing.

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The compay is highly dependent on the advertisement, which accounts for nearly 96% of
the total revenue earned. This is one of the major drawbacks of the company as they failed to
diversify the source of income.
As more number of smart phone users are increasing, the company will get the
oppurtunity to promote their platfroms. Neveretheless, it is essential to promote the cultural
values of the company using the strategy of advanced digital communicatiom.
The external threats also have to be considered as the marketing plan is implemeted.
Snapchat faces challenges from the comeptitive environment from Facebook, Twitter, Viber and
Whatsapp. Essential infomartion from the business policies of rivals have to be colleceted that
will help to deal with the matter in implemating aggressive marketing strategies. There is also
securirty concerns among the users as the rate of cyber crime is going high.
From the business information that is gained from the SWOT analysis tool, it is posssible
to get the business detailed information needed for advanced forms of planning. With the help of
planning related to content marketing, it is possible to generate innovative strategies for the
target audience (Santos and Laczniak 2015). It can also help to improve the values of the barnd
by generating awareness among the public. Providing the proper form of information are needed
to ensure that the users are able under stand the importance of the followimg service or products.
Conclusion
In the concluding note it can be said that Snap. Inc is one of the leading and fastest
growing social media networks which are mainly famous for its video calling features. The
company uses innovative organizational structure policy, which help them to accurately analyze

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the business environment situation and implement Change management in marketing strategy.
The advanced digital form of marketing communication is one of the major highlighting points
and helps them to gain competitive advantage.
The company is aiming to implement the strategy of content marketing, optimized form
of information will be provided to the users in order to make full use of the situation. Essential
information will be gain by using the tool of SWOT analysis. This will help them to gather
information related to the micro environment of business.

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Reference
Fleisher, C.S. and Bensoussan, B.E., 2015. Business and competitive analysis: effective
application of new and classic methods. FT Press.
Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers’
perceptions of best practice. Journal of research in interactive marketing, 8(4), pp.269-293.
Madera, J.M., 2017. Situational Perspective Taking as an Intervention for Improving Attitudes
Toward Organizations that Invest in Diversity Management Programs. Journal of Business and
Psychology, pp.1-20.
Santos, N. and Laczniak, G., 2015. Marketing to the poor: A SWOT analysis of the Market
Construction Model for engaging impoverished market segments. Social Business, 5(2).
Snap.com. (2018). News – Snap Inc.. [online] Available at: https://www.snap.com/en-US/news/
[Accessed 16 Apr. 2018].
Suthersan, S.S., Horst, J., Ross, I., Kalve, E., Quinnan, J., Houtz, E. and Burdick, J., 2016.
Responding to emerging contaminant impacts: Situational management. Groundwater
Monitoring & Remediation, 36(3), pp.22-32.

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