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Harvard Case - Brown and Coconut

"Brown and Coconut" Harvard business case study is written by Paul M. Healy, Yuan Zou. It deals with the challenges in the field of Accounting. The case study is 9 page(s) long and it was first published on : Jul 20, 2021

At Fern Fort University, we recommend that Brown & Coconut implement a comprehensive strategic plan focused on leveraging its unique strengths in the coconut industry to achieve sustainable growth. This plan should address key areas such as product diversification, market expansion, operational efficiency, and financial sustainability.

2. Background

Brown & Coconut is a family-owned business operating in the coconut industry in the Philippines. The company faces challenges in maintaining profitability due to fluctuating raw material prices, intense competition, and limited access to capital. The case study highlights the company's need to improve its financial performance and explore new growth opportunities.

The main protagonists of the case study are the two brothers, Michael and David Brown, who represent the second generation of leadership in the company. Michael is more focused on maintaining traditional practices and securing long-term stability, while David is more entrepreneurial and seeks to expand the business through innovation and market diversification.

3. Analysis of the Case Study

The case study can be analyzed through the lens of several frameworks:

a) SWOT Analysis:

  • Strengths: Strong brand recognition, established supply chain, experienced workforce, unique product offerings, potential for vertical integration.
  • Weaknesses: Limited financial resources, reliance on traditional methods, lack of marketing expertise, susceptibility to price fluctuations, potential for family conflicts.
  • Opportunities: Expanding into new markets, developing value-added products, leveraging e-commerce, exploring partnerships, adopting sustainable practices.
  • Threats: Increased competition, fluctuating raw material prices, economic instability, changing consumer preferences, environmental regulations.

b) Porter's Five Forces:

  • Threat of new entrants: Relatively low due to established supply chains and brand loyalty.
  • Bargaining power of buyers: Moderate, as consumers have choices but value quality and brand reputation.
  • Bargaining power of suppliers: High, as raw material prices are volatile and there are limited suppliers.
  • Threat of substitute products: Moderate, as consumers can choose other nut-based products or alternatives.
  • Rivalry among existing competitors: High, as the market is fragmented with numerous local and international players.

c) Financial Analysis:

  • Financial statements: The case study provides limited financial data, but it highlights the company's need to improve profitability and cash flow.
  • Profitability: The company's profitability is affected by fluctuating raw material prices and competitive pressures.
  • Cash flow: The company faces challenges in managing cash flow due to seasonal demand and working capital requirements.
  • Asset management: The company needs to optimize its asset utilization and invest in new equipment to improve efficiency.

d) Management & Organizational Structure:

  • Leadership: The company's leadership needs to align on a clear vision and strategy for growth.
  • Organizational structure: The company's organizational structure needs to be more agile and responsive to market changes.
  • Employee incentives: The company needs to implement effective employee incentive programs to motivate performance and retain talent.

4. Recommendations

To address the challenges and capitalize on the opportunities, Brown & Coconut should implement the following recommendations:

a) Product Diversification:

  • Develop value-added products: Expand beyond traditional coconut products by offering value-added items like coconut oil, coconut milk, and coconut flour. This can cater to growing consumer demand for healthy and natural food options.
  • Explore new product lines: Investigate opportunities in other coconut-based products like cosmetics, pharmaceuticals, and biofuel. This can diversify revenue streams and reduce reliance on single product categories.

b) Market Expansion:

  • Target new markets: Explore opportunities in emerging markets with high demand for coconut products. This can be achieved through partnerships, joint ventures, or direct exports.
  • Leverage e-commerce: Develop an online platform to reach a wider customer base and penetrate international markets. This can reduce reliance on traditional distribution channels and increase sales reach.

c) Operational Efficiency:

  • Implement activity-based costing (ABC): Implement ABC to accurately track costs and identify areas for improvement. This can help in making informed decisions on pricing, resource allocation, and process optimization.
  • Optimize manufacturing processes: Invest in new technology and equipment to improve efficiency and reduce production costs. This can include automation, process streamlining, and waste reduction initiatives.
  • Improve supply chain management: Develop strong relationships with suppliers and implement strategies to mitigate price fluctuations and ensure consistent raw material supply.

d) Financial Sustainability:

  • Improve financial reporting: Implement a robust financial reporting system to track key performance indicators (KPIs) and monitor progress towards strategic goals. This can include financial statements, budget analysis, and variance analysis.
  • Seek external funding: Explore options for securing external funding through loans, equity investments, or government grants. This can provide the necessary resources for growth and expansion.
  • Implement a sound budgeting process: Develop a comprehensive budget that aligns with the strategic plan and ensures financial discipline. This can include capital budgeting, operational budgeting, and cash flow forecasting.

5. Basis of Recommendations

The recommendations are based on the following considerations:

  • Core competencies and consistency with mission: The recommendations leverage Brown & Coconut's existing strengths in coconut production and its commitment to quality.
  • External customers and internal clients: The recommendations address customer preferences for healthy and natural products and aim to create a more engaging and rewarding work environment for employees.
  • Competitors: The recommendations aim to differentiate Brown & Coconut from competitors by offering unique product offerings, expanding into new markets, and achieving operational excellence.
  • Attractiveness ' quantitative measures: The recommendations are expected to improve profitability, increase market share, and enhance shareholder value.

Assumptions:

  • The company's brand reputation and product quality will remain strong.
  • The demand for coconut products will continue to grow.
  • The company will be able to access the necessary capital and resources for growth.

6. Conclusion

By implementing these recommendations, Brown & Coconut can position itself for sustainable growth and success in the competitive coconut industry. The company needs to embrace a strategic approach to business development, focusing on product diversification, market expansion, operational efficiency, and financial sustainability. This will require a collaborative effort from the leadership team, a commitment to innovation, and a willingness to adapt to changing market dynamics.

7. Discussion

Alternatives not selected:

  • Merging with a competitor: This could lead to economies of scale but may compromise the company's brand identity and family values.
  • Focusing solely on cost reduction: This could lead to short-term gains but may compromise product quality and customer satisfaction.

Risks and key assumptions:

  • Execution risk: Implementing the recommendations will require significant effort and resources, and there is a risk of execution failure.
  • Market risk: The demand for coconut products may decline, and the company may face increased competition.
  • Financial risk: The company may not be able to secure the necessary funding for growth.

8. Next Steps

  • Develop a detailed strategic plan: This should include specific objectives, strategies, action plans, and timelines.
  • Implement activity-based costing: This will provide a clearer understanding of costs and identify areas for improvement.
  • Explore funding options: This should include a thorough analysis of potential lenders, investors, and government grants.
  • Develop a marketing plan: This should focus on targeting new markets, promoting value-added products, and leveraging e-commerce.
  • Monitor progress and make adjustments: The company should regularly review its progress and make necessary adjustments to its strategy.

By taking these steps, Brown & Coconut can create a sustainable future for the company and ensure its continued success in the coconut industry.

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