Threadless is a company that deals with the manufacture of T-shirts worn by all individuals in the society. Since its inception in the year 2000, the company has witnessed tremendous growth that has led to its expansion from a small apartment of about 900 square feet to an area that covers extensive parts of North America. The growth attracted firms and persuaded them to request for collaborations and partnerships.
To elucidate the growth of Threadless, it is imperative to analyze it using organizational DNA. Organizational DNA has four bases that include information, decision rights, structure, and motivators, which are useful in the growth of a company.
Therefore, the essay analyzes Threadless from the perspective of motivators, a component of the organizational DNA band, using the evidence, challenges, opportunities, as well as leverage of the opportunities.
Evidence of Band Element Present from the Focus Case
The unique strategy that Threadless presents to its target consumers is a brilliant strategy that facilitates consumer involvement in the design and manufacture of its products. Since the organization uses a social networking platform that is easily accessible to all members of the society from all demographics, it is able to be at par with what consumers expect in the market.
According to Parsons and Maclaran, an understanding of clients’ expectations is very crucial for the growth and progress of an organization (22). As opposed to other organizations that employ extensive market surveys, researches, and promotions to identify consumer expectations in the market, the organization employs a strategy that incorporates marketing and presentation of customer needs through a social platform.
Thus, it is evident from the case of Threadless that it does not only emphasize on achievement of customer expectations, but it also strives to keep abreast with consumer trends and dynamics in the clothing industry.
Through the social networking platform, which the organization uses, several clients are able to present their proposed designs and have them converted into finished products. The act of involving consumers in decision-making process and using their proposals to manufacture finished T-shirts makes the organization build trust among its target consumers.
The social networking creates an avenue of sharing ideas and art works; hence, provides an environment where consumers and employees listen to one another while exchanging their ideas concerning improvement of product quality. When employees and clients interact and exchange their ideas, the organization acquires the ability to deliver products of good quality, and hence, derive satisfaction from the achievement.
Moreover, satisfaction expressed by consumers after receiving products of their perceived quality compounds the level of satisfaction that employees of Threadless hold.
Motivation occasions from the achievement of organizational goals and acquisition of a corresponding appreciation from the subject organization (Podmoroff 16). It is imperative to understand that employee and consumer satisfaction is a key ingredient that catalyzes employee motivation and commitment, and thus sustain delivery of products required by potential clients.
Organizational Challenges and Opportunities in this Band Area
Some of the challenges associated with the Threadless relates to the limited capacity of its staff to make decisions that can propel it to a higher level. Moreover, due to the spontaneous growth of the organization that took a snowball design, it experienced a challenge in supplying its products to the target consumers.
From the case, it is clear that the organization has inadequate financial ability to meet the spiraling demand for its products, which was about 30 million in the year 2008 (Daft 427). When it commenced its activities in the year 2000, the Threadless expected to witness a gradual growth and steady revenue base.
Conversely, soon after its introduction, the strategy occasioned a spontaneous growth that spiraled out of its control. Merger with other organizations that are bigger than the organization can be a practical strategy in the quest to amplify the market share and supply of products that the organization manufactures and supplies in the market.
The main opportunity that the organization enjoys is its ability to engage its employees and potential customers through a social networking platform. From the platform, employees identify consumer needs, preferences, and expectations, whereas clients get the chance to relay their suggestions. As a result, the organization reduces the costs associated with promotion and marketing.
Interaction between employees and potential consumers is a rare opportunity and a very practical platform that does not only lead to manufacture of products that match client expectations, but also initiate employee motivation. Remarkably, the platform facilities an environment where the organization easily accesses feedback from customers and use it in bridging any present knowledge gaps related to product quality.
According to McMeekin, some factors dictate consumers to purchase products in line with their preferences (12). Therefore, development of a platform where consumers interact with employees enables the organization to understand and cope with the ever-changing consumer needs.
Leverage of Opportunities to Meet Organizational Aims
The act of social networking that employees and potential consumers in the organization practice is among the measures that the organization can utilize in the resolution of its challenges. Since social networking results in quick and efficient conveyance of feedback concerning product quality, organizations can identify the needs of clients and quickly bridge the gaps that affect product quality (Zarrella 3).
Furthermore, the culture of hard work, transparency, good relationship, and communication that the organization nurtures among its employees facilitates resolution of its challenges in terms of production, supply, and delivery of its products.
The culture also promotes productivity and enhances employee motivation and commitment. The ability to interact and exchange ideas with its potential consumers is a very vital opportunity that helps the organization to control and manage its challenges.
Daft, Richard. Organization Theory and Design. New York: Cengage Learning, 2010. Print.
McMeekin, Andrew. Innovation by Demand: An Interdisciplinary Approach to the Study of Demand and Its Role in Innovation. Manchester : Manchester University Press, 2002. Print.
Parsons, Elizabeth, and Pauline Maclaran. Contemporary Issues in Marketing and Consumer Behaviour. New York: Routledge, 2009. Print.
Podmoroff, Dianna. 365 Ways to Motivate and Reward Your Employees Every Day- with Little Or No Money. Atlantic: Atlantic Publishing Company, 2005. Print.
Zarrella, Dan. The Social Media Marketing Book. London: O’Reilly Media, Inc, 2009. Print.