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At university, you are often asked to present your research. In week 9 you will deliver a short 10-minute presentation in class to a small group. You should base your presentation on one key point (one main section/paragraph) from your assignment using the following structure for guidance with suggested timings:

Give a very brief overview of what your 7-minute presentation will cover

Introduction: Identify one point from your assignment and say why it is a key point

Briefly describe how leaving the EU will impact on this

What is one potential opportunity it could create?

What is one possible problem?

What can you conclude from this? What are the implications/ your recommendations?

About Snap Inc.

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.

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.     

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.

Organizational Structure and Culture of Snap Inc.

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 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

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.

Management Approaches and Situational Analysis

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.

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 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.

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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