100%(9)9 out of 9 people found this document helpful
This preview shows page 10 - 12 out of 23 pages.
Value propositionTwitter Inc. boasts of real-time sharing and receiving of information across all borders as its core value proposition. The immediacy of access to information is unapparelled, along with multiple aspects. Users can put forward multiple viewpoints through this platform. Businesses/advertisers can benefit from different value propositions such as word of mouth, Ad formats, or even native integration. Developers ultimately benefit from access to APIs that supports a comprehensive support frameworks.Twitter’s customersThe customer segments could be classified into businesses and users. The businesses could be defined by their sizes, location, and advertisement needs. In essence, other businesses are simply after a platform for better customer service. Twitter users are all over the world, incorporating more diversity and a different range of topics (Mohammadi, 2018). Customer Relationships Customer response is critical to the operation of Twitter. The company takes pride in being swift to address any consumer needs in real-time. It operates as a self-taught website wherecustomers are able to understand and direct themselves on processes (Balasubramanian, Fang & Yang, 2020). In recent times, the company has been adamant about addressing the major aspect
INDIVIDUAL CASE STUDY PART 1: TWITTER 11of misinformation and harassment of its users on the online platform. A steady relationship between the users and the company is critical to the alleviation of such abuses. Cost Structure of TwitterThe cost structure of Twitter incorporates aspects such as cost of revenue, research and development, sales and marketing, general and administrative, and interest expenses (Balasubramanian, Fang & Yang, 2020). The cost structure is mostly related to data maintenance,website development, marketing, and customer service.Revenue StreamsThe major revenue stream for the company is advertising. Its payment models fall under CPM, CPC, and CPA models. Advertising occurs in aspects such as auctioning, promoted trends, promoted accounts, and programmatic. Data licensing is another critical revenue stream for Twitter (Balasubramanian, Fang & Yang, 2020). Twitter sells access to its public data to trigger an analysis of historical and real-time data. In terms of data licensing, Twitter has developed the premium and enterprise levels of subscription. Other revenues generating Twitter options are commissions on the mobile Ad exchange, i.e., the MO Pub.SWOT ANALYSISStrategic planning calls for an in-depth understanding of the company's internal environment and the external environment (Giraudou & McLarney, 2014). Internal environment factors are those within the control of the company and could be mitigated. External environmentfactors are those out of the reach of the company that cannot be controlled. The internal environment factors present the company's strengths and weaknesses. The external environment presents the company with opportunities and threats. A SWOT analysis identifies strengths, weaknesses, opportunities, and threats of a company.