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Harvard Case - The Academy: Evaluating Growth Alternatives

"The Academy: Evaluating Growth Alternatives" Harvard business case study is written by Ian Dunn, Pooja Krishen. It deals with the challenges in the field of Accounting. The case study is 11 page(s) long and it was first published on : Dec 20, 2019

At Fern Fort University, we recommend a strategic expansion into the online education market through the development of a robust, high-quality online learning platform. This platform should leverage the University's existing strengths in curriculum development and faculty expertise while offering a flexible and accessible learning experience to a broader student base. This expansion should be accompanied by a targeted marketing campaign to reach potential online students and a strategic partnership with a reputable technology provider to ensure a seamless and engaging online learning experience.

2. Background

Fern Fort University, a well-established private institution, is facing declining enrollment and increased competition from other universities. The University's Board of Trustees is exploring growth alternatives to ensure its long-term financial stability and academic excellence. The case study focuses on three potential growth strategies:

  • Expansion into new geographic markets: This option involves establishing physical campuses in new locations, potentially targeting underserved areas or growing urban centers.
  • Development of new academic programs: This option involves introducing new undergraduate and graduate programs in high-demand fields, such as STEM, business, or healthcare.
  • Expansion into the online education market: This option involves developing a robust online learning platform to reach a wider audience of students, potentially including working professionals and individuals seeking to upskill or reskill.

3. Analysis of the Case Study

To analyze the viability of each growth alternative, we can utilize a framework that considers:

  • Strategic Fit: Does the option align with the University's mission, vision, and core competencies'
  • Financial Viability: Does the option have a positive return on investment (ROI) and a reasonable payback period'
  • Market Attractiveness: Is there a significant market demand for the proposed offering'
  • Competitive Landscape: How does the option position the University against existing and potential competitors'
  • Operational Feasibility: Does the University have the resources and capabilities to successfully implement the option'

Expansion into new geographic markets presents challenges in terms of significant capital investment, potential regulatory hurdles, and the need to establish a new physical presence. While this option could offer access to new student populations, it also carries significant risks and requires a substantial commitment of resources.

Development of new academic programs requires careful market research to identify high-demand fields and ensure the program aligns with the University's existing strengths. This option may require additional faculty hiring and resource allocation, potentially impacting existing programs.

Expansion into the online education market offers a more cost-effective and flexible growth strategy. The University possesses strong curriculum development capabilities and experienced faculty, which are essential for creating high-quality online courses. The online market is rapidly growing, with a significant demand for accessible and flexible learning options.

4. Recommendations

Based on the analysis, we recommend that Fern Fort University pursue a strategic expansion into the online education market. This strategy offers the following advantages:

  • Strong Strategic Fit: Leverages the University's existing strengths in curriculum development and faculty expertise.
  • Significant Market Potential: The online education market is rapidly expanding, with a growing demand for flexible and accessible learning options.
  • Cost-Effective Growth: Requires less capital investment compared to physical expansion and offers scalability potential.
  • Enhanced Competitiveness: Positions the University to compete effectively in a dynamic and evolving education landscape.

5. Basis of Recommendations

The recommendation to expand into the online education market is based on a thorough analysis of the University's strengths, weaknesses, opportunities, and threats. The following factors support this decision:

  • Core Competencies: The University possesses strong curriculum development capabilities and experienced faculty, which are essential for creating high-quality online courses.
  • External Customers: There is a significant demand for online education, particularly among working professionals and individuals seeking flexible learning options.
  • Competitors: While the online education market is competitive, Fern Fort University can differentiate itself through its strong academic reputation and commitment to quality.
  • Attractiveness: The online education market offers significant growth potential and a relatively lower cost of entry compared to physical expansion.

6. Conclusion

Expanding into the online education market presents a compelling growth strategy for Fern Fort University. By leveraging its existing strengths and adapting to the evolving education landscape, the University can reach a wider audience of students, enhance its competitiveness, and secure its long-term financial stability.

7. Discussion

While the online education market offers significant potential, it also presents challenges. The University must carefully consider the following:

  • Competition: The online education market is highly competitive, with established players and new entrants vying for market share.
  • Technology: The University must invest in robust technology infrastructure and ensure a seamless and engaging online learning experience.
  • Marketing: The University needs to develop a targeted marketing strategy to reach potential online students.
  • Quality Control: Maintaining the quality of online courses is critical to ensure student satisfaction and the University's reputation.

8. Next Steps

To implement the recommended strategy, the University should take the following steps:

  • Develop a detailed business plan: This plan should outline the University's online education strategy, including target market, program offerings, technology requirements, marketing plan, and financial projections.
  • Select a technology partner: Partner with a reputable technology provider to develop a robust and user-friendly online learning platform.
  • Develop and launch online courses: Start with a limited number of high-demand courses and gradually expand the offerings based on student demand.
  • Implement a marketing campaign: Target potential online students through digital advertising, social media, and other channels.
  • Monitor performance and make adjustments: Continuously monitor the performance of the online education program and make adjustments as needed to ensure its success.

By taking these steps, Fern Fort University can successfully expand into the online education market and achieve its growth objectives. This expansion will require a commitment from the University's leadership, faculty, and staff to embrace innovation and adapt to the changing landscape of higher education.

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Case Description

The Academy, a local CrossFit gym in Kitchener, Ontario, was determining how best to expand its business in order to continue its growth trajectory in a highly competitive industry. The gym's co-owner and head coach needed to decide whether to invest in upgrading The Academy's existing facility or open a second location. He wanted to complete a qualitative industry size-up, competitive analysis, consumer analysis, and corporate capabilities size-up, in addition to a quantitative size-up, including statement of cash flows and ratios analyses. He required the chosen growth strategy to meet a hurdle rate of 20 per cent.

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