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问题1：使用阿什里奇使命感模型分析案例证据，解释Twitter的策略是否显示出弱使命感或强使命感的迹象。
问题2：使用相关的战略决策理论，分析Twitter现有的战略决策，以解释Twitter是否采取了蓄意或紧急的战略。在你的回答中，讨论你认为Twitter在多大程度上建立并保持了长期的竞争优势。
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问题1
关于过去三年Twitter的表现，我们真诚地承认，该组织缺乏使命感。Ashridge的商业模式评估了Twitter如何未能实现使命感的评估。Twitter的失败迫在眉睫，因为它最近的财务影响和一般利润的实现。Ashridge模型是一种业务工具，它对目标、战略、标准、行为和价值观的洞察在制定任务声明中起着至关重要的作用。尽管如此，Ashridge模型元素的正面和负面影响在下面的讨论部分进行了分析。
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的使命宣言要求通过避免所有可能的障碍，让所有人都有机会立即创建和分享想法以及信息。Twitter的主要目标——关于最近的发展——需要成为第一个实时提供信息的屏幕。当被敏锐地评价时，Twitter已经能够在Ashridge模型的目标元素上实现它的使命感，这一点值得注意。
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已经能够通过确保用户在任何给定时间互连来实现其目的。人们现在可以通过点击鼠标在地球的各个角落发送信息。它使辩论的实例化，对人民有社会、政治或经济利益。例如，政府对警察的压迫，他们对平民和罪犯使用过多的武力，并将其诉诸法庭。此外，导致死亡案件的婚姻冲突也在推特上公布，因为人们可以立即发送视频。
twrh已经能够通过确保人们在任何给定的时间相互连接来实现它的目的（通过第一屏策略）。从2015年到2017年，每月活跃用户（MAU）连续3年保持3.2亿Twitter用户的一致率，这一点非常明显。此外，年度用户参与度图表（如年度报告中所示）表明，第二季度的Twitter用户率较低，为实现一致性，最高可达到第四季度。
然而，值得注意的是，Twitter的内部支出策略面临失败的风险。关于不同性质项目的总成本比较，这种情况迫在眉睫。它们主要包括研究和开发以及销售和营销的费用。通过评估这些报告，Twitter的目标是迎接减少用户总数的挑战。积极的业绩应该是推特增强竞争市场优势的战略目标。例如，Twitter需要实现超过20亿用户的用户目标，而Facebook已经实现了这一目标。它将把它的市场份额从全球人口的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. |
