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時間:2019-08-22 11:12來源:未知 作者:anne 點擊:
問題1:使用阿什里奇使命感模型分析案例證據,解釋Twitter的策略是否顯示出弱使命感或強使命感的跡象。 問題2:使用相關的戰略決策理論,分析Twitter現有的戰略決策,以解釋Twitter是否采取了
問題1:使用阿什里奇使命感模型分析案例證據,解釋Twitter的策略是否顯示出弱使命感或強使命感的跡象。
問題2:使用相關的戰略決策理論,分析Twitter現有的戰略決策,以解釋Twitter是否采取了蓄意或緊急的戰略。在你的回答中,討論你認為Twitter在多大程度上建立并保持了長期的競爭優勢。
Qn1:Using the Ashridge Sense of Mission Model analyse the case evidence to interpret whether Twitter’s strategy show signs of weak or strong sense of mission.
Qn2: Using relevant strategic decision-making theory, analyse Twitter’s existing strategic decisions to interpret if Twitter have pursued a deliberate or emergent strategy. In your answer, discuss to what extent you believe Twitter have built and sustained a long-term competitive advantage.
 
Question 1問題1
關于過去三年Twitter的表現,我們真誠地承認,該組織缺乏使命感。Ashridge的商業模式評估了Twitter如何未能實現使命感的評估。Twitter的失敗迫在眉睫,因為它最近的財務影響和一般利潤的實現。Ashridge模型是一種業務工具,它對目標、戰略、標準、行為和價值觀的洞察在制定任務聲明中起著至關重要的作用。盡管如此,Ashridge模型元素的正面和負面影響在下面的討論部分進行了分析。
Regarding the performance of Twitter in the last three years, it is genuine to acknowledge that the organization lacks concerning a sense of mission. An Ashridge business model evaluates an assessment of determining how Twitter has failed to achieve its sense of mission. Twitter’s failure is imminent for its recent financial impacts and the general profit realization. An Ashridge model is a business tool whose insight on purpose, strategy, standards & behaviour and values play an essential role in developing a mission statement. Nonetheless, the positive and negative impacts of an Ashridge model’s elements is as analysed in the following discussion sections. 
a)目的。Twitter的使命宣言要求通過避免所有可能的障礙,讓所有人都有機會立即創建和分享想法以及信息。Twitter的主要目標——關于最近的發展——需要成為第一個實時提供信息的屏幕。當被敏銳地評價時,Twitter已經能夠在Ashridge模型的目標元素上實現它的使命感,這一點值得注意。
a) Purpose. Twitter’s mission statement entails giving all people an opportunity to create and share ideas - as well as information – instantly by avoiding all possible barriers. The primary objective of Twitter – concerning recent developments – entails becoming the first screen of providing information on a real-time basis. When keenly evaluated, it is eminent that Twitter has been able to achieve its sense of mission regarding the purpose element - of the Ashridge model. 
TWHR已經能夠通過確保用戶在任何給定時間互連來實現其目的。人們現在可以通過點擊鼠標在地球的各個角落發送信息。它使辯論的實例化,對人民有社會、政治或經濟利益。例如,政府對警察的壓迫,他們對平民和罪犯使用過多的武力,并將其訴諸法庭。此外,導致死亡案件的婚姻沖突也在推特上公布,因為人們可以立即發送視頻。
twrh已經能夠通過確保人們在任何給定的時間相互連接來實現它的目的(通過第一屏策略)。從2015年到2017年,每月活躍用戶(MAU)連續3年保持3.2億Twitter用戶的一致率,這一點非常明顯。此外,年度用戶參與度圖表(如年度報告中所示)表明,第二季度的Twitter用戶率較低,為實現一致性,最高可達到第四季度。
然而,值得注意的是,Twitter的內部支出策略面臨失敗的風險。關于不同性質項目的總成本比較,這種情況迫在眉睫。它們主要包括研究和開發以及銷售和營銷的費用。通過評估這些報告,Twitter的目標是迎接減少用戶總數的挑戰。積極的業績應該是推特增強競爭市場優勢的戰略目標。例如,Twitter需要實現超過20億用戶的用戶目標,而Facebook已經實現了這一目標。它將把它的市場份額從全球人口的5%提升到25%。
TWHR has been able to achieve its purpose by ensuring that its users interconnect at any given time. People are now able to send a message on all corners of the globe at the click of a mouse. It has enabled instantiating of debates that have social, political or economic benefits to the people. For instance, government oppression by the police who use excessive force on civilians and perpetrators taken to courts. Moreover, marriage conflicts which lead to death cases are also unveiled throw Twitter as people can instantly send a video immediately.
TWRHhas been able to achieve its purpose (via the first-screen strategy) by ensuring that people interconnect at any given time. It is practically evident concerning a Monthly Active Users (MAU) – from 2015 to 2017 – maintained a consistent rate of 320 million Twitter users for a run of 3 consecutive years. Moreover, the annual user engagement graph - illustrated in the annual reports – indicates that Quarter 2 records a low user rate of Twitter which rises to a maximum of Quarter 4 in achieving consistency. 
However, it is important to note that Twitter’s internal strategy on expenditure faces a risk of failure. This scenario is imminent concerning a comparison made in the overall cost spent on projects of different nature. They, primarily, include expenses on research and development as well as sales and marketing. As a result of evaluating the reports, Twitter aims at encountering the challenge of reducing the total number of users. Positive performance should be a strategic objective for Twitter for it to strengthen its competitive market advantage. For instance, Twitter needs to achieve a user target of more than 2 billion users which has already been attained by Facebook. It will elevate its market share from poor levels from 5% to 25% of the global population. 
b)    Strategy. Annual reports ranging from 2015 to 2017 indicate that Twitter plan entails capitalizing on its user-strength to boost its advertising business strategy. To optimize on the power of user-number, Twitter has developed mechanisms of structuring their advertisements. For instance, online activity of a Twitter user would determine which ads are suitable to that individual. 
Nevertheless, Twitter is undertaking a slow implementation process aimed at improving live streaming services - regarding the three annual reports. Using the Strength Weaknesses Opportunities and Threats (SWOT) business model, Twitter provides live streaming services which are not unique or different from fellow competitors (including Facebook and Google Buzz) who launched the products earlier than Twitter. 
Twitter has not achieved high-profit margin success for its prevailing financial conditions as illustrated in Table 1. Firstly, the net loss of the fiscal year 2017 has improved from 2016 to 2017. However, the advertisement revenue recorded a decrease of 6% during 2017.  Additionally, Twitter’s operational cost exceeds revenue generation by a considerable margin of 95%. The firm’s net loss in 2015 has improved to $64 million as evaluated in 2016. The following table provides a summary of the financial performance details of Twitter regarding its sense of mission. 
Year Total Revenue (USD, %) Net Loss (USD, %) Cost (USD, %)
2015 $2.22 billion (+58%) $521.0 million (+21%) $2.67 billion (-20.3%)
2016 $2.53 billion (+14%) $456.9 million (+5%) $2.90 billion (-14.6%)
2017 $2.44 billion (-3%) $108.1 million (-76%) $2.40 billion (+1.6%)
Table 1: Financial Summary of 3 Consecutive Financial Years (2015, 2016 and 2017)
c)    Standards and Behaviour. Twitter has adopted policies on moral regulation that, subsequently, have been strategically implemented causing both direct and indirect impacts. Ethical regulation policies evidenced in initiating legal processes have controlled various vices in most societies. For instance, exploiting oppressing practicing wrong use of power in modern warzone-countries. Through the UN Agency in The Hague, ICC has prosecuted prominent leaders in African Countries such as Mbemba due and given relevant verdicts with the aid of Twitter and other social media data. Nowadays, people are turning to social media to fight for justice in the community such as women in a bid to curb domestic violence. 
d)    Company Value. Traditionally, Twitter is credited - in other social media platforms - for spreading information at the high rate across the internet. Most trending topics are first seen in Twitter before they spread to other social media platforms. It has challenged Twitter’s strategy on organizational culture development. The complicated nature of usability in the Twitter website platform has presented different and varying challenges attracting few followers. It is the current generation that is popularizing Twitter as the new social media platform for information awareness. Nevertheless, TWRH has been in a position to come up with android applications that have improved usability among users.


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