Harvard Case - Experiencya Cuba: Two Entrepreneurs in Havana
"Experiencya Cuba: Two Entrepreneurs in Havana" Harvard business case study is written by Charles F Wu, Mariana Cal, Fernanda Miguel. It deals with the challenges in the field of Business & Government Relations. The case study is 20 page(s) long and it was first published on : Aug 27, 2019
At Fern Fort University, we recommend that Experiencia Cuba, a Cuban tourism startup, leverage its unique position within the evolving Cuban economy by focusing on sustainable growth strategies that prioritize local communities and cultural preservation. This involves a multifaceted approach that balances business growth with social responsibility, navigating the complex landscape of Cuban government policies and regulations.
2. Background
Experiencia Cuba is a tourism startup founded by two Cuban entrepreneurs, Yaima and Julio, who aim to provide authentic cultural experiences for international visitors. They offer a range of services, including homestays, cultural tours, and cooking classes, emphasizing direct engagement with local communities. This case study explores the challenges and opportunities facing Experiencia Cuba in the context of Cuba's evolving economic and political landscape.
3. Analysis of the Case Study
Experiencia Cuba operates within a dynamic environment marked by the following key factors:
Economic Factors:
- Emerging Market: Cuba's transition from a centrally planned economy to a more market-oriented system presents both opportunities and challenges.
- Limited Infrastructure: The country's infrastructure, particularly in tourism, is still developing, posing logistical hurdles.
- Foreign Investment: The Cuban government is encouraging foreign investment, but regulations and bureaucratic processes can be complex.
- Economic Growth: The Cuban economy is experiencing slow but steady growth, driven by tourism and foreign investment, offering potential for Experiencia Cuba.
Political Factors:
- Government Policy and Regulation: The Cuban government exerts significant control over the economy, including the tourism sector, creating a complex regulatory environment.
- Business and Government Relations: Navigating the relationship with the Cuban government is crucial for Experiencia Cuba's success.
- Globalization: Cuba's increasing engagement with the global economy presents opportunities for Experiencia Cuba, but also exposes it to international competition.
- Political Risk: The political landscape in Cuba is subject to change, creating uncertainty for businesses.
Social Factors:
- Local Communities: Experiencia Cuba's commitment to engaging local communities is a key differentiator, but also requires careful management to ensure ethical and sustainable practices.
- Cultural Preservation: The tourism industry can have a significant impact on local cultures. Experiencia Cuba's focus on cultural preservation aligns with a growing global demand for authentic experiences.
Using Porter's Five Forces framework, we can analyze the competitive landscape:
- Threat of New Entrants: The Cuban government is encouraging entrepreneurship, potentially leading to increased competition in the tourism sector.
- Bargaining Power of Suppliers: Experiencia Cuba's reliance on local communities and suppliers gives them some leverage, but the government's role in the economy can influence supplier dynamics.
- Bargaining Power of Buyers: Tourists have a wide range of options, requiring Experiencia Cuba to offer unique and competitive experiences.
- Threat of Substitutes: Alternative tourism experiences, including package tours, pose a potential threat to Experiencia Cuba's niche offering.
- Competitive Rivalry: The Cuban tourism industry is becoming increasingly competitive, requiring Experiencia Cuba to differentiate its offerings.
SWOT Analysis:
Strengths:
- Unique Offering: Experiencia Cuba's focus on authentic cultural experiences and local engagement differentiates it from competitors.
- Strong Community Ties: Their relationships with local communities provide access to unique experiences and opportunities.
- Entrepreneurial Spirit: Yaima and Julio's dedication and entrepreneurial drive are valuable assets.
Weaknesses:
- Limited Resources: Experiencia Cuba operates with limited resources, requiring creative solutions for growth.
- Lack of Experience: The entrepreneurs lack extensive business experience, potentially hindering their ability to navigate complex challenges.
- Regulatory Uncertainty: The evolving regulatory landscape in Cuba poses a significant risk.
Opportunities:
- Growing Tourism: Cuba's tourism sector is experiencing significant growth, offering potential for Experiencia Cuba.
- Foreign Investment: The Cuban government's encouragement of foreign investment opens doors for partnerships and resources.
- Digital Marketing: Leveraging digital platforms can expand Experiencia Cuba's reach and attract new customers.
Threats:
- Competition: The Cuban tourism industry is becoming increasingly competitive, requiring Experiencia Cuba to differentiate itself.
- Political Instability: Political changes in Cuba could impact the tourism industry and create uncertainty.
- Economic Downturn: A global economic downturn could negatively impact tourism demand.
4. Recommendations
Experiencia Cuba should pursue a strategic growth path that balances business expansion with social responsibility and sustainable practices. This involves a three-pronged approach:
1. Strengthening Local Partnerships and Community Engagement:
- Develop a formal partnership program: Establish clear guidelines and benefits for local communities involved in Experiencia Cuba's offerings.
- Invest in community development: Support local initiatives that enhance the quality of life and preserve cultural heritage.
- Implement fair trade practices: Ensure fair compensation and working conditions for local suppliers and employees.
- Promote cultural exchange: Facilitate meaningful interactions between tourists and local communities, fostering understanding and respect.
2. Navigating the Regulatory Landscape:
- Build strong relationships with government officials: Develop open and transparent communication channels with relevant government agencies.
- Seek legal and regulatory guidance: Consult with legal experts to ensure compliance with all applicable laws and regulations.
- Engage in advocacy: Advocate for policies that support sustainable tourism and entrepreneurial development.
- Stay informed about policy changes: Monitor government pronouncements and regulations to adapt business practices accordingly.
3. Leveraging Technology and Innovation:
- Develop a robust online presence: Create a user-friendly website and utilize social media to reach a wider audience.
- Implement digital marketing strategies: Utilize targeted advertising and content marketing to attract potential customers.
- Explore technology solutions: Investigate innovative technologies to enhance operational efficiency and customer experiences.
- Embrace sustainable practices: Adopt environmentally friendly practices and technologies to minimize the tourism industry's environmental footprint.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: Experiencia Cuba's core competencies lie in its authentic cultural experiences and community engagement. The recommendations align with its mission to promote sustainable tourism and cultural preservation.
- External customers and internal clients: The recommendations cater to the needs of both international tourists seeking authentic experiences and local communities seeking economic opportunities.
- Competitors: The recommendations focus on differentiation through unique offerings, strong community ties, and innovative practices, enabling Experiencia Cuba to stand out in a competitive market.
- Attractiveness: The recommendations are expected to contribute to Experiencia Cuba's growth and profitability by attracting new customers, enhancing operational efficiency, and building a strong brand reputation.
- Assumptions: The recommendations assume a continued growth in the Cuban tourism sector, a supportive government environment, and a willingness of local communities to engage with Experiencia Cuba.
6. Conclusion
Experiencia Cuba has the potential to become a leading force in sustainable tourism in Cuba. By prioritizing local communities, navigating the regulatory landscape effectively, and embracing innovation, the company can achieve significant growth while contributing to the economic and social development of the country.
7. Discussion
Alternative options include focusing solely on business growth without prioritizing social responsibility, or relying solely on government support without developing independent strategies. However, these options carry significant risks, such as reputational damage, limited long-term sustainability, and vulnerability to political changes.
Key assumptions include the continued growth of the Cuban tourism sector, a supportive government environment, and a willingness of local communities to engage with Experiencia Cuba. If these assumptions prove inaccurate, Experiencia Cuba may need to adapt its strategies accordingly.
8. Next Steps
Experiencia Cuba should implement the following steps within the next 12 months:
- Develop a formal partnership program with local communities: Establish clear guidelines and benefits within the next 3 months.
- Invest in community development initiatives: Identify and support local projects that align with Experiencia Cuba's mission within the next 6 months.
- Develop a robust online presence: Launch a user-friendly website and establish social media accounts within the next 3 months.
- Implement digital marketing strategies: Develop a targeted marketing plan and begin online advertising within the next 6 months.
- Seek legal and regulatory guidance: Consult with legal experts to ensure compliance with all applicable laws and regulations within the next 3 months.
- Engage in advocacy: Participate in relevant industry associations and advocate for policies that support sustainable tourism within the next 6 months.
By taking these steps, Experiencia Cuba can position itself for sustainable growth and success in the evolving Cuban tourism landscape.
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Case Description
In 2019, two Cuban entrepreneurs discussed their growth strategy, given the regulatory framework instability, for private companies, in Cuba. Experiencya Cuba offered car and apartment rentals, airport pick-up, and tours around the island, all conducted in perfectly restored American cars from the 1950s.
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