Strategic Decision Making in Twitter: Case Study and Analysis (2019)

This report provides a comprehensive analysis of Twitter's strategic decision-making processes, drawing upon the Ashridge sense of mission model and Snyder's decision-making theory. The study examines Twitter's mission, values, strategy, and behavioral standards, evaluating their alignment and impact on the organization. It explores the application of the Ashridge model to Twitter, dissecting its purpose, strategy, values, and behavioral standards. The report further investigates Twitter's competitive advantages, including cost leadership, differentiation, and focus strategies, alongside an analysis of the market. The report also analyzes the role of values and behavioral standards in the organization and explores the application of Snyder's decision-making theory to Twitter's strategic choices. The report also provides a detailed market analysis and discusses the financial performance and future goals of Twitter, with a focus on its expansion plans and user base growth. The report concludes by emphasizing the importance of mission alignment and management's role in achieving strategic objectives.

STRATEGIC DECISION MAKING
Running Head: STRATEGIC DECISION MAKING 0

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Table of Contents
The Ashridge sense of mission model...................................................................................................2
Discussion and application of elements of a mission by using Ashridge model to Twitter................2
Purpose..........................................................................................................................................2
Strategy..........................................................................................................................................2
Values............................................................................................................................................3
Behavioral standards......................................................................................................................3
Mission, values, and strategy.............................................................................................................3
Decision-making theory of Snyder's......................................................................................................5
Twitter competitive advantage sources..................................................................................................5
Cost leadership..............................................................................................................................5
Differentiation...............................................................................................................................6
Focus.............................................................................................................................................6
Market analysis..............................................................................................................................6
References.............................................................................................................................................7

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The Ashridge sense of mission model
This model is a mission statement. It is generated by the Ashridge Strategic
Management research center. Ashridge mission model is mostly used by a corporate
organization by defining mission statements. This includes four dimensions of the mission
that consists of purpose, values, strategy, and behavioral standards (Duh, Belak & Milfelner,
2010). Organizations that have a strong task include four important contents and incorporated
in the system. These elements used to carry an analysis of organizational model and twitter
mission that provide a robust or punier planned direction. Mission statement of Twitter
present that it is evident and has a solid mission.
Discussion and application of elements of a mission by using Ashridge model to Twitter
Purpose
By the direction of Ashridge Modal, this case study pursues to solve specific
problems and aim to set up the organization. This study also pursues to analyze how this
model will assist the leadership of twitter and employees including primary reasons regarding
the existence of an organization. The overview of the business pursues to answer the
problems of the organization existence (Kimbrough & Componation, 2009). The analysis of
the report present that Twitter primary mission and requirement for presence is anchored to
provide the power to people by share info in a fast, reliable, and effective way irrespective of
location and distance. The services delivered by Twitter are anticipated for a big market in
the globe. The Twitter main users are individual that share information for many topics of
knowledge and interest areas. There is a large number of advertisers on the platform of
Twitter that used to influence millions of people in the world at a similar time.
Strategy
This provides the Twitter an epitome organization modules. This is situated in a good
place to accomplish a mission. This support to emerging as the best for organization benefits.
Many specific fundamental principles put in place by the organization for success. This
increases the market accessibility for products of Twitter. This provides a path regarding
placing, promoting, producing, pricing, and the aimed market group to deliver effective
support by increase effectiveness in the services delivery and excel rivalry of amidst. This
efficiency has been achieved through a constructed foundation data pathway that improves
the transfer of info of attendant to another. This organization has installed an architecture of

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real-time data transmission that enables info to share instantaneously (Twitter, 2018). It has a
kit of software that is destined to regularly upgrading the part of the software system.
Values
The values seized by Twitter elaborate on many moral values and fundamental views
that are a major strength of firm culture. The major value seized by Twitter is an art to
engaging incorporation among many departments and organization arms. This organization
does many practices on morality as a virtue that promotes right work ethics. This value
improves the work of team and collaboration in the company with effective performance
(Twitter, 2016).
Behavioral standards
The Twitter management put standards, policies, guidelines of behavioral and
approaches that meant through the leadership and people as they are capable enough to do.
This organization is the best platform for online communication. It has placed strategies for
effective customer’s service that include online platforms of user-friendly (Jansen et al,
2009). Twitter has translated policies in practical implementable activities by enabling
workers to increase the elevation of ethical standards consisting of ethical practices of
business.
Mission, values, and strategy
This organization placed a very determined mission of accomplishment over 1 billion
customers at the global level by raising its present revenue forecasts to over $1 billion
(Twitter, 2016). This organization has plans to attract many users and retain them by ensuring
a good platform for engagement. Twitter also boarded on an operation to invite more
advertisers and upsurge its spending, increase revenue and more acceptable performance at a
financial level. Increase availability of the organization is presented by the liquidity of cash
equivalents and cash for the organization, increase capability of the many components of the
association, enter new markets and purchase more assets.
The substantiation of the Twitter values can be perceived in organization reports in
many instances. The range of values from the behavior of employee management focus to
promote the products of the organization, reporting standards and financial control.
Employees of the organization are estimated to carry out effort with the best preparation in
corporate strategies of management. The management of Twitter expects to have a
professional operational environment that offers direction and leadership to all employees.

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Twitter management has developed the standards of financial reporting according to the
Generally Accepted Accounting Principles (Parker, 2013).
The management of the organization focus to develop and improve a strong platform
for users that is based on the arising requirements. The organization reaches to a large
number of a global audience that present employees and management develop a more
effective business model that is more accessible. The strategic mission of the organization is
achieved by the network of employees and consists reduction of barriers to consumption of
content, delivery, and promotion of new online matters and strengthening the main
organization operations. Sense of mission of an organization is achieved by the alignment of
personal values of employees through the organization's values and identity. Twitter
management plays a significant role to ensure that management focuses on goals and
strategies (Twitter, 2018).
This organization has an approach to the accomplishment of the Twitter role. Twitter
management has four main roles to play that consists of follow-up and formulation of mission
implementation, behavioral standards of integration, enforcement and organization values by
the actions of an employee. Twitter mission integrate with the performance of employee and
Twitter management has derive up with particular guidelines performance that provides the
employees with particular roles to meet the performance standards of the organization.
Employees of the organization expected to improve initiative of customer care and work to
ensure and deliver efficient and fast service and guidelines of customers care delivery. One of
the reports publish by organization in 2013 indicate that management of an organization is
responsible to promote the best behavioral standards by promoting employees to accomplish
mission statement of the organization (Mark & Parker, 2013).
This report outline that expectations of employees in the meeting consist of business
practices at an ethical level and standardization of the whole conduct of employees.
Management of the organization ensures that beliefs and practices of organization are
achieved in the laid down standards and procedures. This organization employs management
that is a team of workers to perform the procedures of web designing. The organization
follows all the procedures to increase the relationship of customers and increase service
quality that is offered. Based on the evaluation of the organization past expansion, this is easy
to conclude that the organization is capable to achieve an effective sense of mission. The plan
of expansion of Twitter is created on the focus of management on a particular area of growth.

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This organization is capable to increase the good number of users on the platform of Twitter
(Twitter, 2016).
One of the estimations stated that organization by 2030 will be capable enough to
achieve objective of having 1 billion users (Twitter, 2018). Twitter financial performance
indicate a steady to increase the revenue that is the main mission organization pursue to
accomplish. The Twitter management has sought to increase the accessibility of the business
by having in abode an effective focused and efficient expansion plan by regions that in past
not had admittance to the online communications and internet platform (Twitter, 2016). The
plan of the expansion includes improving the asset based on the organization. The
organization has a long mode to improve its worldwide accessibility that improves the
prospects of income and include more people on the platform.
Decision-making theory of Snyder's
To promote strategic decisions, the Twitter case analysis achieved by the study of
many theories of decision making. The most important theories would be crucial that consists
of the decision making of Snyder's theory. Procedure of decision making under this theory
relies on the critical situation analysis that includes all crucial aspect before coming to the last
decision. This theory points out to requirement of offering a vibrant procedure to promote the
essential tool of decision making (Twitter, 2018). The writer of this theory observes that this
theory presents the crucial part that is played within the procedure of the decision making of
any business may not overlook. The action of the model in the procedure of decision making
influence Twitter strategic decision that can be perceived by many means. The strategy of
policy creating can be used by the procedure of gaining the essential knowledge and promote
a critical involvement of many arms of decision creation. Requirements of expansion of
organization achieved by a specific platform of decision making this are enabled by
consultative forums that directed by theory. To attain the growth of management and
expansionary program, Twitter management would involve all managers regarding ideologies
and ideas contribution.
Twitter competitive advantage sources
Cost leadership
In a strategy of a business, it is a term that is used in projects of organization as a
manufacturer or provider of a specific product and service in a competition. This is very hard
to deploy strategy as management regularly work on to reduce cost at each level to persist

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competitively. This is a part of the Twitter marketing strategy. This is very highly effective to
gain a share of the market by drawing the attention of customers, it is very hard to deploy.
The team management of Twitter regularly works on cost reduction by comparatively cheap
rates. This organization encourages more customer’s subscription on sites by enhancing the
competitive advantage of cost leadership. User of Twitter does not require to pay any fee of
subscription. A user only needs to have a source of the internet that can be used to access the
platform at an online level. For services on Twitter, advertisement organization needs to pay
only a small amount of currency to access facilities. The fee is lower compared to charge that
relies on advertisers which use an online platform (Twitter, 2018).
Differentiation
This is a technological organization that emphasis on the delivery of online
communication modification that is not easy. This create possibilities to utilizing and availing
many options for users that may be capable to access the page of twitter on the internet. A
commitment to support diverse users will help to deliver the access on the internet. This also
supports to lead the deeper learning for users. It monitors the progress as work independently
to a formative conversation (Mark & Parker, 2013).
Focus
Twitter has utilized this tactic by laying crucial focus on its key business tactic of the
facility of online services of communication. Twitter management should invest in the
research, expansion, and development to enhance the accessibility of the users.
Market analysis
The industry of internet for Twitter is a powerful platform as give the power to
generate information and share thoughts without barriers. It has evolved an interactive
network of social media to access the latest updates in the real-time nature of Twitter
messages. Customers of Twitter are divided into the market segments like social network
users that receive and share real time appropriate content. Advertisers of Twitter allows
getting a viral global reach, formats, unique format of advertisement, actual connection with
the audience, and paid subscription service for advertisers. 15 percent of the revenue of
Twitter is the licensing of data. This organization provides data partners the ability to enter,
analyse and search data. This generates insight about the customers that support to monetize
own businesses. This organization provides APT to developers that contain admittance to a
limited integer of core features of Twitter. This organization is ranked third in websites of

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networking regarding popularity. The Twitter most important competitor is Facebook and
Snap. These organization operated in the market as the value proposition as social network
follow internet-based social graphs (Twitter, 2016).

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References
Duh, M., Belak, J., & Milfelner, B. (2010). Core values, culture and ethical climate as
constitutional elements of ethical behavior: Exploring differences between family and
non-family enterprises. Journal of business ethics, 97(3), 473-489.
Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as
electronic word of mouth. Journal of the American Society for information science
and technology, 60(11), 2169-2188.
Kimbrough, R. L., & Componation, P. J. (2009). The relationship between organizational
culture and enterprise risk management. Engineering Management Journal, 21(2), 18-
26.
Parker, S. (2013) "Case 26: Twitter" from Ireland, R. Duane et al, The management of
strategy: concepts and cases pp.371-377, United States: Cengage Learning.
Twitter. (2016). ANNUAL REPORT 2016. Retrieved from
https://s22.q4cdn.com/826641620/files/doc_financials/ar/FiscalYR2015_Twitter_Ann
ual_Report.pdf
Twitter. (2017). ANNUAL REPORT 2017. Retrieved from
https://s22.q4cdn.com/826641620/files/doc_financials/ar/AnnualReport2017.pdf
Twitter. (2018). ANNUAL REPORT 2018. Retrieved from
https://s22.q4cdn.com/826641620/files/doc_financials/ar/2018/AnnualReport2018.pdf