Harvard Case - Claw and Kitty: Gripping a Potential Expansion
"Claw and Kitty: Gripping a Potential Expansion" Harvard business case study is written by Ian Dunn, Helen Lang. It deals with the challenges in the field of Accounting. The case study is 6 page(s) long and it was first published on : Oct 30, 2023
At Fern Fort University, we recommend that Claw and Kitty proceed with the expansion into the US market, focusing on a phased approach that prioritizes establishing a strong brand presence and building a robust distribution network. This strategy will involve leveraging existing strengths in product design and manufacturing while adapting to the unique demands of the US market. We also recommend implementing a comprehensive financial plan that considers the potential risks and opportunities associated with the expansion, ensuring a sustainable and profitable entry into this new market.
2. Background
Claw and Kitty, a successful manufacturer of high-quality cat furniture in the UK, is considering expanding into the US market. The company has a strong reputation for its innovative designs and commitment to using sustainable materials. However, the US market presents a new set of challenges, including a competitive landscape, different consumer preferences, and the need to navigate complex regulations and logistics.
The main protagonists of the case study are:
- Sarah Jones: The founder and CEO of Claw and Kitty, who is passionate about the company's mission and driven to expand its reach.
- David Smith: The company's CFO, who is responsible for managing the financial aspects of the business and evaluating the feasibility of the expansion.
- The Board of Directors: Responsible for providing strategic direction and oversight for the company's operations.
3. Analysis of the Case Study
To analyze the expansion opportunity, we can utilize a framework that considers the following key aspects:
- Financial Analysis: This involves examining the company's current financial performance, including profitability, cash flow, and debt levels. We can use financial statements such as the balance sheet, income statement, and cash flow statement to assess the company's financial health and its ability to fund the expansion. Key financial metrics like return on investment (ROI) and net present value (NPV) can be used to evaluate the financial viability of the expansion.
- Market Analysis: This involves understanding the US market for cat furniture, including market size, growth potential, and competitive landscape. We can conduct market research to identify key customer segments, their preferences, and their willingness to pay for high-quality cat furniture.
- Operational Analysis: This involves assessing the company's current manufacturing processes, supply chain, and distribution channels. We need to determine if these processes are scalable and adaptable to the US market. This analysis can also involve using activity-based costing to understand the cost structure of the business and identify areas for potential cost savings.
- Strategic Analysis: This involves defining the company's overall expansion strategy, including its target market, value proposition, and competitive advantage. We need to consider how the company will differentiate itself in the US market and build a sustainable competitive advantage.
4. Recommendations
Based on our analysis, we recommend the following:
- Phased Approach: Instead of a full-scale launch, Claw and Kitty should implement a phased approach to entering the US market. This will allow the company to test the waters, build brand awareness, and refine its operations before committing significant resources.
- Focus on Online Sales: Initially, Claw and Kitty should focus on online sales through its own website and established e-commerce platforms. This will allow the company to reach a wider audience and avoid the high costs associated with setting up physical retail stores.
- Strategic Partnerships: Partnering with existing US-based retailers or distributors can help Claw and Kitty gain access to a wider market and leverage existing distribution channels. This can also provide valuable insights into the US market and consumer preferences.
- Adapt Product Offerings: While maintaining its core product line, Claw and Kitty should consider adapting its product offerings to meet the specific needs and preferences of US consumers. This might involve introducing new designs, colors, or materials that cater to the US market.
- Build a Strong Brand: Investing in marketing and branding activities is crucial for establishing a strong presence in the US market. This includes creating a website and social media presence that resonates with US consumers and building relationships with influencers and bloggers in the pet industry.
5. Basis of Recommendations
Our recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: Claw and Kitty's core competencies lie in product design, manufacturing, and customer service. The expansion strategy leverages these strengths while adapting to the unique demands of the US market.
- External Customers and Internal Clients: The recommendations consider the needs and preferences of US consumers while ensuring that the company's internal stakeholders, including employees and investors, are aligned with the expansion strategy.
- Competitors: The analysis considers the competitive landscape in the US market and identifies opportunities for differentiation. The phased approach and focus on online sales will help Claw and Kitty compete effectively against established players.
- Attractiveness ' Quantitative Measures: The financial analysis indicates that the expansion is financially viable, with a positive NPV and ROI. The phased approach will help mitigate risks and ensure a sustainable and profitable entry into the US market.
6. Conclusion
Expanding into the US market presents a significant opportunity for Claw and Kitty to grow its business and reach a wider audience. By implementing a phased approach, leveraging existing strengths, and adapting to the unique demands of the US market, Claw and Kitty can successfully establish a strong presence and achieve sustainable growth in this new market.
7. Discussion
Other alternatives not selected include:
- Full-scale Launch: This option would involve a significant investment in marketing, distribution, and retail infrastructure. While it could lead to faster growth, it also carries a higher risk of failure.
- Joint Venture: Partnering with a US-based company could provide access to local expertise and resources. However, it could also lead to conflicts of interest and challenges in managing the partnership.
Key assumptions of our recommendation include:
- The US market for cat furniture will continue to grow.
- Claw and Kitty can successfully adapt its products and marketing to the US market.
- The company can secure adequate funding for the expansion.
8. Next Steps
To implement the recommendations, Claw and Kitty should take the following steps:
- Develop a detailed financial plan: This should include projections for sales, expenses, and cash flow, as well as a plan for financing the expansion.
- Conduct market research: This should involve identifying target customer segments, their preferences, and their willingness to pay for high-quality cat furniture.
- Develop a marketing strategy: This should include a plan for building brand awareness, generating leads, and driving sales.
- Establish a US-based distribution network: This could involve partnering with existing retailers or distributors or setting up its own online store.
- Monitor performance and make adjustments: Claw and Kitty should track its progress and make adjustments to its strategy as needed.
By following these steps, Claw and Kitty can successfully navigate the challenges of expanding into the US market and achieve its growth objectives.
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Case Description
In April 2021, the owner and founder of Claw & Kitty (CK) in Markham, Ontario, was considering moving his claw machine arcade to a larger location to continue growing his business. The owner had managed to grow his business despite the challenge of numerous pandemic-related shutdowns, and now he wanted to expand. He needed to decide whether this was a good time to do so. Would CK be able to survive if the Ontario government implemented future lockdowns or capacity limits? The owner had to assess the return and payback he might expect on this large investment and consider how he would fund the expansion. He would need to analyze the incremental revenues and costs and compare these against the investment to determine whether this move made sense from both qualitative and quantitative perspectives.
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