Harvard Case - Fetchr: A New Way of Last Mile Delivery
"Fetchr: A New Way of Last Mile Delivery" Harvard business case study is written by V.G. Narayanan, Eren Kuzucu. It deals with the challenges in the field of Accounting. The case study is 17 page(s) long and it was first published on : Mar 18, 2019
At Fern Fort University, we recommend that Fetchr pursue a strategic growth strategy focused on expanding its operations into new emerging markets while simultaneously optimizing its existing business model for profitability and efficiency. This strategy should be supported by a robust financial framework, including a detailed budget, a comprehensive cost accounting system, and a clear understanding of the company's financial performance metrics.
2. Background
Fetchr is a last-mile delivery company operating in the Middle East and North Africa (MENA) region. Founded in 2012, the company quickly gained traction by offering a reliable and affordable delivery service, particularly in areas underserved by traditional delivery companies. Fetchr's innovative business model, utilizing a network of independent contractors, enabled them to scale rapidly and achieve significant market share. However, with rapid growth comes challenges, particularly in managing costs, ensuring consistent service quality, and navigating the complexities of emerging markets.
The case study focuses on Fetchr's decision to expand into new markets, specifically Pakistan, and the challenges associated with entering a new, often unpredictable environment. The case also highlights the need for Fetchr to refine its business model to ensure profitability and sustainability in the long term.
3. Analysis of the Case Study
Fetchr's situation can be analyzed through the lens of a Porter's Five Forces framework:
- Threat of New Entrants: The last-mile delivery market is relatively easy to enter, with low barriers to entry. However, Fetchr's established brand recognition and operational expertise create a competitive advantage.
- Bargaining Power of Buyers: Customers have a high degree of bargaining power, as they can easily switch between delivery providers. Fetchr must offer competitive pricing and excellent service to retain customers.
- Bargaining Power of Suppliers: Fetchr's reliance on independent contractors for delivery services gives them significant bargaining power. However, Fetchr must ensure fair compensation and maintain a positive working relationship with its contractors.
- Threat of Substitute Products: The threat of substitute products is high, as customers can choose to pick up their orders themselves or utilize other delivery services. Fetchr must differentiate itself through its value proposition, such as speed, reliability, and customer service.
- Competitive Rivalry: The last-mile delivery market is highly competitive, with established players like Aramex and local competitors vying for market share. Fetchr needs to differentiate itself through innovation, pricing, and customer service.
Financial Analysis:
Fetchr's financial performance can be assessed through key metrics such as:
- Profitability: Analyzing the company's profit margins, return on assets, and return on equity can provide insights into the company's overall profitability.
- Cash Flow: Examining Fetchr's cash flow statement can reveal the company's ability to generate cash from operations and fund its growth.
- Financial Leverage: Analyzing Fetchr's debt-to-equity ratio can reveal the company's reliance on debt financing and its ability to manage financial risk.
Management Accounting:
Fetchr needs to implement a robust management accounting system to support its decision-making process:
- Activity-Based Costing (ABC): ABC can help Fetchr identify and allocate costs more accurately to specific activities and services, providing a more precise understanding of profitability by region and delivery type.
- Variance Analysis: Regular variance analysis can help identify deviations from budget and pinpoint opportunities for cost reduction and efficiency improvements.
- Budgeting: Fetchr needs a comprehensive budgeting process that aligns with its strategic objectives and provides a framework for financial planning and control.
4. Recommendations
- Develop a Strategic Growth Plan: Fetchr should develop a comprehensive strategic growth plan that outlines its expansion strategy into new emerging markets, including Pakistan. This plan should consider factors such as market size, competitive landscape, regulatory environment, and infrastructure availability.
- Refine the Business Model: Fetchr needs to refine its business model to ensure profitability and sustainability in the long term. This includes:
- Cost Optimization: Implement cost-saving measures across all operations, including optimizing delivery routes, negotiating better rates with suppliers, and streamlining administrative processes.
- Pricing Strategy: Develop a dynamic pricing strategy that considers factors such as delivery distance, delivery time, and demand.
- Service Quality: Establish clear service quality standards and implement performance monitoring systems to ensure consistent service delivery.
- Strengthen Financial Management: Fetchr needs to strengthen its financial management capabilities, including:
- Financial Reporting: Implement a robust financial reporting system that provides accurate and timely financial information to support decision-making.
- Financial Planning and Analysis: Develop a comprehensive financial planning and analysis framework to support strategic planning and budgeting.
- Risk Management: Implement a comprehensive risk management framework to identify, assess, and mitigate potential financial risks.
- Invest in Technology: Fetchr should invest in technology to enhance its operations and improve customer experience. This includes:
- Delivery Optimization Software: Utilize software to optimize delivery routes, track deliveries in real-time, and improve efficiency.
- Customer Relationship Management (CRM): Implement a CRM system to manage customer interactions, track customer feedback, and provide personalized service.
- Mobile App Development: Develop a user-friendly mobile app that allows customers to track their orders, schedule deliveries, and provide feedback.
- Build a Strong Corporate Culture: Fetchr should foster a strong corporate culture that values innovation, customer service, and teamwork. This includes:
- Employee Incentives: Develop a performance-based incentive system to motivate employees and align their goals with the company's objectives.
- Training and Development: Invest in training and development programs to enhance employee skills and knowledge.
- Communication and Collaboration: Promote open communication and collaboration among employees to foster a culture of innovation and problem-solving.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: Fetchr's core competencies lie in its ability to provide reliable and affordable last-mile delivery services. The recommendations align with this mission by focusing on enhancing operational efficiency, improving customer service, and expanding into new markets.
- External Customers and Internal Clients: The recommendations prioritize customer satisfaction by focusing on improving service quality, developing a user-friendly mobile app, and implementing a CRM system. The recommendations also consider the needs of internal clients, such as delivery contractors, by ensuring fair compensation and providing opportunities for professional development.
- Competitors: The recommendations aim to differentiate Fetchr from its competitors by focusing on innovation, cost optimization, and customer service.
- Attractiveness: The recommendations are expected to enhance Fetchr's financial performance by improving profitability, increasing market share, and reducing operating costs.
6. Conclusion
Fetchr has the potential to become a leading last-mile delivery company in the MENA region and beyond. By pursuing a strategic growth strategy, refining its business model, and strengthening its financial management capabilities, Fetchr can overcome the challenges of operating in emerging markets and achieve sustainable growth.
7. Discussion
Alternative options for Fetchr include:
- Focusing solely on existing markets: This option would involve consolidating operations in existing markets and focusing on achieving profitability and efficiency. However, this approach would limit Fetchr's growth potential and expose it to increased competition.
- Partnering with other delivery companies: This option would involve collaborating with other delivery companies to expand into new markets or offer a wider range of services. However, this approach could result in a loss of control over operations and potential conflicts of interest.
The recommendations presented in this case study solution are based on the assumption that Fetchr has the resources and capabilities to implement these changes effectively. However, there are risks associated with these recommendations, including:
- Financial Risk: The expansion into new markets may require significant capital investment, which could expose Fetchr to financial risk.
- Operational Risk: The implementation of new technologies and processes could disrupt existing operations and lead to unforeseen challenges.
- Competitive Risk: The competitive landscape in the last-mile delivery market is constantly evolving, and Fetchr needs to adapt quickly to remain competitive.
8. Next Steps
To implement these recommendations, Fetchr should:
- Develop a detailed implementation plan: This plan should outline the specific steps required to implement each recommendation, including timelines, resources, and responsibilities.
- Secure the necessary funding: Fetchr needs to secure the funding required to support its growth strategy, including investments in technology and expansion into new markets.
- Monitor progress and make adjustments: Fetchr should regularly monitor the progress of its implementation plan and make adjustments as needed to ensure success.
By taking these steps, Fetchr can position itself for continued growth and success in the dynamic last-mile delivery market.
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Case Description
By mid-2016, five years of aggressive growth had transformed Fetchr from a small logistics startup to a 1,000-employee, full-fledged last-mile delivery company operating across four countries in the Middle East and North Africa (MENA). Already beneficiaries of the largest Series A round to the Middle East from an American firm, CEO Idriss Al Rifai and the Fetchr team had ambitions of raising another $40 million in Series B and deliberated continuing international expansion. But first, Al Rifai and his team needed to address the operational efficiency and profitability issues that led their investors to threaten the discontinuation of funding, and put the company's future at stake. The case provides background information on the logistics sphere in the Middle East and the challenges companies face in the region. The case then takes the reader through Al Rifai's journey of founding and growing Fetchr, backed with innovations like their patented GPS-based delivery technology. Finally, the case zooms in on Fetchr's management team as they race against time to perform evaluations of their operational efficiency, weigh cost-cutting options, and explore strategies to improve profitability.
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