Strategic Decision-Making: Analysis of Twitter's Business Strategy

This report provides a comprehensive analysis of Twitter's strategic decision-making processes. It begins by outlining Twitter's mission, purpose, and strategy, including its products and services for users, advertisers, and developers. The report uses the Ashridge Mission Model to examine Twitter's purpose, strategy, values, and behavioral standards. It then explores Twitter's market development, diversification, market penetration, and product development strategies using the Ansoff Matrix. The report also discusses Twitter's competitive advantages, such as real-time news feeds and a diversified audience. Finally, the report concludes by summarizing the strategic decision-making concepts discussed and the application of these concepts to Twitter's business model. The report offers a detailed look at Twitter's approach to achieving its business objectives and maintaining a competitive edge in the social media landscape.

Leading Strategic Decision-
Making

Table of Contents
INTRODUCTION...........................................................................................................................1
QUESTION 1...................................................................................................................................1
QUESTION 2...................................................................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The project report is based on Leading Strategic Decision-Making. It will highlight the
strategies which is being formulated by the Twitter in order to achieve its business goals and
objectives. The project report will outline the Ashridge Mission Model. The report will further
analysis the case evidence on mission, values and strategy. The report will discuss the role
played by the leadership and management approach at Twitter. Further the report will outline the
decision-making relates to deliberate and emergent forms of strategy development. The report
will distinction between deliberate and intended strategy of Twitter. Lastly it made conclusion on
the basis of competitive advantages of Twitter.
QUESTION 1
Twitter
Twitter is an American online social networking site on which users interact with one another
through tweets. Tweets were initially restricted to 140 characters but later on November 7, 2017,
this limit was doubled for all languages. Except the languages namely, Chinese, Japanese, and
Korean.
Ashridge Sense of Mission model
Ashridge Mission Model is a mission statement consist of four important dimensions namely,
purpose, strategy, values, and behavioural standards of the Company.
Purpose
The purpose of Twitter is to create Small Business Marketing and to create open platform for
listening User voice. Twitter sets a social media platform as a terrific place in order to listen to
the social issues of the people. The purpose is to read the people content as well as to evaluate
the reactions of currents events on the users accounts.
Strategy
Products and Services for Users
The primary service of Twitter is to provide global platform for the public self-expressive style
and allows doing conversation in real time. The Twitter allows people to create, consume and
distribute there content (Birim, 2016). The reach of Twitter content is extends to a larger global
audience. Media outlets and the Twitter platform add value to their user experience by
contributing content to the world’s most trusted media partners like BBC, CNN, Bloomberg and
the Associated Press.
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Products and Services for Advertisers
The Twitter promoted Products facilitate their advertisers to promote their brands, products and
services. The twitter is giving services to their advertisers through promoted tweets, promoted
accounts and promoted trends (Gomes, Barnes and Mahmood 2016). The Promoted tweets
appears within the user’s timeline and search results and profile pages just like an ordinary one.
The Promoted accounts appears in the same format and place of Twitter accounts. The promoted
trends appears on the top of the list of trending topics of users Twitter account for the entire day.
Products for Developers
The strategy of Twitter is to provide a set of tools, public APIs and embeddable widgets which
their developers can use to contribute their content through their online social-site platform and
syndicate Twitter content across their geographical area and enhance their websites and
applications with Twitter user contents. The websites associate with the Twitter add value to
their user experience (Kuosa, 2016). There are lots of applications that is being registered by
developers, and helps to enable them in order to integrate with the Twitter platform. The website
leverages the Twitter content in order to enhance their applications in innovative and creative
ways. The mission of Twitter platform is to improve product development cycle to make it easier
for developers to integrate broadloom with Twitter network.
Competition
The Twitter competes for gaining users attention and in order to adjust advertisement budgets.
The Twitter competes with the companies which offer products that facilitates user to create and
share their ideas and other content and information through social media platform. This includes
Facebook, Instagram, Whatsapp, Google, You Tube and Microsoft including both LinkedIn
Snap. The Twitter is facing competition for live premium video and content rights from other
digital distributors (Klačmer Čalopa, 2017). The Twitter has risk factor from the companies
which develop mobile applications and creates syndicate and distribute content across internet
web server. The competition of Twitter is also from traditional, online and mobile businesses that
facilitates users to consume content through online platform and from marketers in order to reach
their audiences and to develop systems for optimising and managing advertising campaigns. In
order to cut off the competition Twitter is rapidly doing technological changes, frequent product
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innovation and doing continuous evolution of its users, advertisers, content & platform partners
and in accordance with the developer preferences and expectations.
Technology, Research and Development
Twitter is composed with a set of core, scalable and distributed services to their user that are
assembled from proprietary and open source technologies. The systems of Twitter are so much
capable and delivers billions of short messages to millions of people within a day in an efficient
and reliable manner (Romiszowski, 2016.). The Twitter continue to invest in the existing
products and services as well as also engaged in research and development of their products on
timely basis.
Sales and Marketing
The Twitter has global sales force and sales support staff that is focused on attracting and
retaining their advertisers. The certain advertisers use Twitters self-serve advertising platform in
order to launch and manage their advertising campaigns. The Twitter sales force and sales
support staff helps to assist advertisers throughout the advertising campaign cycle and facilitates
the pre-purchase decision making within the real-time optimizations. The advertiser utilizes the
Twitter campaign management tools (Intezari and Gressel, 2017). In the year 2015 the Twitter
complemented the organic growth with targeted campaigns in order to drive the new user
acquisition. The Twitter set out clearly in order to define who they are and express the
uniqueness and power of their brand through organising marketing campaigns. In the year 2017
the Marketing campaign promote the Twitter through there tag-line “See Every Side” by
demonstrating how Twitter differs from other Social sites platform to their retain users (Saling,
2017). The strategy of Twitter is to built the Twitter brand through these efforts in relatively
minimal marketing costs.
Values
The Twitter core value is to grow their business in the way that makes them feel proud. To create
a value of Recognisance of their passion and personality matter. To communicate fearlessly in
order to build trust with the users. To Defend and respect the user's voice of Twitter accounts. To
communicate with every person on this planet. To Innovate through experimentation and product
development criteria. To Seek diverse perspectives of the users.
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Behavioural Standards
The behaviour standards of Twitter is to serve the society by creating open communication
channel. The Twitter facilitates their users to write up openly about the people viewpoint on the
social topic. It creates an open path through which people can raise their voice and say what's
tangled on their creative mind set. The Twitter provide standards to their users to describe
themselves fully without being afraid from anyone and creates the way to express an individual
as being real.
QUESTION 2
Strategic decision-making Theory
Market Development
Market development of Twitter is to expand their existing market through social media channels.
Social media marketing offers a great opportunity to Twitter in order to offer their users who
share the content and recommend the business of Twitter at very low and minimal cost. It is
helpful for Twitter because many companies are using social media strategy and tactics by
posting their updates on Facebook, Instagram, LinkedIn, Pinterest and Twitter in order to
increase their market share and to promote their brand.
Diversification
Twitter diversification strategy is that, the Twitter Is Looking to Diversify Its Revenue With a Paid
Subscription. Twitter is doing diversification of its business through the paid products that would be aimed
at a marketer, journalists, professionals. The Twitter will allow them to find out what is
happening in the world very quicker and will help to gain more insights and by seeing the
broadest range of what people are saying on Twitter in accordance with a survey Twitter sent out
(Knatz, 2017). It would also help the users to get rid of the unwanted advertisement on their
Twitter accounts. If the Twitter get success in launching a paid service, it would be a huge
blessing to Twitter and its investors if it can successfully develop a product. It has much more
significant competitive advantage to Twitter than it does in video advertising on Users Twitter
account.
Market Penetration
The twitter reach is expanded all over the globe through its social media channels. The twitter
plays significant role in creating an open communication platform for their users (Ansoff Matrix
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Model and Business Growth Strategies, 2018). Through this platform the users get access to
share their opinions and different perspective ideas on the social topics.
Product development
The product development strategy of Twitter is that, The Twitter is allowing its users to share
their messages with 140-characters but now the Limit is being exceed and doubled for all
languages except the languages namely, Chinese, Japanese, and Korean. In the past Twitter was
not allowing its users to send tweets with mentions but now it is possible the users wants and
need to mention each other and to give each other a referral on their tweets. The Twitter did not
invent this feature, it has been designed on the basis Twitter users feedback. There are a series of
tweets on a particular topic in the users Twitter account, where a user can replies to herself on
her previous tweets in order to make the story continuous and more expressive thoughts in a
better and effective manner (Papulova and Gazova, 2016.). The Twitter started defining itself as
a Micro-blogging platform for its user. This was right, because the user were able to express
themselves with 140 characters. This was the product development strategy of Twitter which
makes Twitter itself a self-expressive platform and create a innovative way open communication.
Competitive advantages of Twitter-
Twitter is one of the famous social networking platform. Users can easily use twitter only they
need to open and account. There is no need to incur any amount or using twitter. There are many
competitive advantages to twitter over other competitors like Facebook. They are as follows-
 Twitter provides benefits of real time news feeds to different categories of customers.
Like, individual, business owners etc. Company is getting competitive advantage over
other competitors by providing live news of everything that is happening in the city,
community, industry and in rest of the world.
 Twitter is having more diversified audience as compared to Instagram and Facebook. It
provides the benefits of connecting with other peoples (Oboh and Ajibolade, 2017). Users
can easily connect with their family members, relatives and friends. Twitter is getting the
benefits of competitive advantage by providing the updates of everything to its regular
users.
 Users like, business owners uses Twitter as a social media platform for posting
advertisements on continue basis. Whenever any company posts something regarding
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their brand people immediately receives a message. So, Twitter is getting competitive
advantage over other competitors due to frequent brand postings by users.
 Twitter helps the companies to easily connecting with their targeted customers in
effective manner. They can easily share any information regarding their products with
customers. Customers can also receive post regarding the latest events that are happening
in the company. So, Twitter is gaining advantage over other competitors by helping the
business owners to remain in touch with their customers.
 Another competitive advantages for Twitter is that, it is free from bulk advertisements. It
helps the Twitter to increase its followers. So, it is preferred by most of the peoples.
 Twitter helps many peoples in searching the job in an effective manner. It is used by
recruiters, Human Resource Managers to post advertisement for the vacant job position.
CONCLUSION
The above Report has described the meaning of strategic decision making. It also explained the
Ansoff matrix of Twitter. Ansoff matrix has included market penetration, product development,
market development, and diversification of Twitter. The Report also described the strategic
decision making by Twitter through innovation. The Report further explained the competitive
advantages that Twitter is gaining over its competitors. Competitive advantages has included the
benefits of real time news feed, advantage of having diversified users, advantage of connecting
companies with their targeted customers etc.
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REFERENCES
Books and Journals-
Gomes, E., Barnes, B.R. and Mahmood, T., 2016. A 22 year review of strategic alliance research
in the leading management journals. International business review.25(1).pp.15-27
Papulova, Z. and Gazova, A., 2016. Role of strategic analysis in strategic decision-making.
Procedia Economics and Finance.39. pp.571-579.
Knatz, G., 2017. How competition is driving change in port governance, strategic decision-
making and government policy in the United States. Research in Transportation Business &
Management.22.pp.67-77.
Intezari, A. and Gressel, S., 2017. Information and reformation in KM systems: big data and
strategic decision-making. Journal of Knowledge Management.21(1). pp.71-91.
Klačmer Čalopa, M., 2017. Business owner and manager’s attitudes towards financial decision-
making and strategic planning: Evidence from Croatian SMEs. Management: journal of
contemporary management issues.22(1).pp.103-116.
Kuosa, T., 2016. The evolution of strategic foresight: navigating public policy making.
Routledge.
Birim, B., 2016. Evaluation of corporate social responsibility and social media as key source of
strategic communication. Procedia-Social and Behavioral Sciences.235.pp.70-75.
Romiszowski, A.J., 2016. Designing instructional systems: Decision making in course planning
and curriculum design. Routledge.
Saling, P., 2017, November. Sustainability management in strategic decision-making processes.
In uwf UmweltWirtschaftsForum| Sustainability Management Forum (Vol. 25, No. 3-4.pp. 169-
176). Springer Berlin Heidelberg.
Oboh, C.S. and Ajibolade, S.O., 2017. Strategic management accounting and decision making: A
survey of the Nigerian Banks. Future Business Journal.3(2).pp.119-137.
Online-
Ansoff Matrix Model and Business Growth Strategies. 2018. [Online] Available Through:<
https://www.slideteam.net/blog/ansoff-matrix-model-business-growth-strategies-templates-
included/ >
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