Harvard Case - Brown Bag Films (A)
"Brown Bag Films (A)" Harvard business case study is written by Charles O'Reilly, Lorraine Reid. It deals with the challenges in the field of Entrepreneurship. The case study is 6 page(s) long and it was first published on : Aug 22, 2018
At Fern Fort University, we recommend that Brown Bag Films pursue a strategic growth plan focused on international expansion, leveraging its strong brand and proven track record in animation production. This strategy should involve a combination of organic growth through targeted market entry and strategic acquisitions of smaller studios in key international markets. This approach will allow Brown Bag Films to capitalize on the global demand for high-quality animation content while mitigating the risks associated with rapid expansion.
2. Background
Brown Bag Films is an Irish animation studio founded in 1994 by Nora Twomey and Tomm Moore. The company has achieved significant success, producing critically acclaimed animated films and television series for both domestic and international audiences. However, the company faces challenges in maintaining its growth trajectory in a competitive market. The case study presents the company?s leadership team grappling with decisions regarding future growth strategies, including potential expansion into new markets and the possibility of a going public event.
The main protagonists in the case are Nora Twomey and Tomm Moore, the company?s founders and creative directors. They are faced with the decision of whether to maintain the company?s current organic growth strategy or pursue a more aggressive expansion plan.
3. Analysis of the Case Study
This case study can be analyzed through the lens of strategic management frameworks, specifically Porter?s Five Forces and Ansoff?s Matrix.
Porter?s Five Forces analysis reveals the following:
- Threat of New Entrants: The animation industry is relatively easy to enter, with low barriers to entry. However, establishing a strong brand and reputation requires significant investment and time.
- Bargaining Power of Buyers: Buyers (TV networks, streaming platforms) have moderate bargaining power, as they have numerous options for animation content.
- Bargaining Power of Suppliers: Suppliers (voice actors, animators, software) have moderate bargaining power, as their services are in high demand.
- Threat of Substitutes: The threat of substitutes is moderate, as there are alternative forms of entertainment, such as live-action films and video games.
- Competitive Rivalry: The animation industry is highly competitive, with numerous established studios and emerging players.
Ansoff?s Matrix helps understand Brown Bag Films? growth options:
- Market Penetration: Focus on increasing market share in existing markets through marketing efforts and product development.
- Market Development: Expand into new markets (e.g., international markets) with existing products.
- Product Development: Introduce new products (e.g., different animation styles, genres) to existing markets.
- Diversification: Enter new markets with new products.
The case study suggests that Brown Bag Films has already achieved significant success with market penetration and product development. However, the company needs to explore market development and diversification strategies to achieve sustained growth.
4. Recommendations
Brown Bag Films should pursue a two-pronged growth strategy focused on international expansion:
1. Organic Growth:
- Target key international markets: Identify markets with high demand for animation content and a supportive regulatory environment.
- Develop local partnerships: Collaborate with local studios, distributors, and broadcasters to gain market access and build relationships.
- Adapt content to local audiences: Consider cultural sensitivities and preferences when developing new content for international markets.
- Leverage digital platforms: Utilize online streaming services and social media to reach global audiences.
2. Strategic Acquisitions:
- Identify smaller animation studios: Seek studios with complementary skills, established relationships, and a strong local presence.
- Evaluate acquisition targets: Conduct thorough due diligence to assess financial performance, creative talent, and cultural fit.
- Develop a clear integration strategy: Ensure a smooth transition and avoid cultural clashes during the integration process.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: Brown Bag Films has a strong track record in producing high-quality animation content and a commitment to storytelling. International expansion aligns with the company?s mission to create engaging and meaningful animation for global audiences.
- External customers and internal clients: The demand for animation content is growing globally, particularly in emerging markets. Expanding into these markets will provide Brown Bag Films with access to new customers and revenue streams.
- Competitors: International expansion will allow Brown Bag Films to compete more effectively with global animation studios and gain a competitive advantage in new markets.
- Attractiveness: The potential for growth in international markets is significant, and strategic acquisitions can provide access to new talent, technology, and distribution channels.
6. Conclusion
Brown Bag Films has a strong foundation for international expansion, with a proven track record, a talented team, and a commitment to quality. By pursuing a balanced strategy of organic growth and strategic acquisitions, the company can capitalize on the global demand for animation content and achieve sustainable growth.
7. Discussion
Alternative strategies, such as focusing solely on organic growth or pursuing a large-scale acquisition, could be considered. However, these strategies carry greater risks. Organic growth may be too slow to achieve desired growth goals, while a large-scale acquisition could be costly and disruptive.
Key assumptions underlying these recommendations include:
- The global demand for animation content will continue to grow.
- Brown Bag Films can successfully adapt its content to international audiences.
- The company can find suitable acquisition targets and integrate them effectively.
Risks associated with these recommendations include:
- Cultural differences and communication challenges in international markets.
- Difficulty in finding and retaining talent in new markets.
- Integration challenges after acquisitions.
8. Next Steps
Brown Bag Films should implement the following steps to achieve its international expansion goals:
- Phase 1 (Year 1): Conduct market research and identify target markets. Develop partnerships with local studios and distributors.
- Phase 2 (Year 2): Launch initial productions for international markets. Explore acquisition opportunities.
- Phase 3 (Year 3): Expand into additional international markets. Integrate acquired studios.
By following these steps, Brown Bag Films can navigate the challenges of international expansion and achieve its ambitious growth goals.
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Case Description
Brown Bag Films produced programming for Disney, Amazon, BBC, and Nickelodeon, reaching an audience of more than 100 million pre-school children around the world. This case examines the development of Brown Bag Films, which began in 1994 as a partnership between two art school students in Ireland who had a passion for making animated children's films-but no business plan, and only a few thousand pounds of borrowed funds. Early successes like an Oscar nomination meant name recognition, but the company had a decidedly non-linear track before it became known for producing popular animated series. The company pivoted a number of times, yet still saw itself as a start-up, a technology venture that was also a creative venture, at the cutting edge of 3D animation. Topics discussed include strategic thinking, mission alignment, management training, and corporate culture.
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