Harvard Case - Emeritus: Achieving Impact, Providing Access (A)
"Emeritus: Achieving Impact, Providing Access (A)" Harvard business case study is written by Ashish Nanda, Zack Kurtovich. It deals with the challenges in the field of Entrepreneurship. The case study is 21 page(s) long and it was first published on : Mar 16, 2022
At Fern Fort University, we recommend Emeritus pursue a multi-pronged growth strategy focusing on:
- Expanding into new markets: Targeting emerging markets like India and China, leveraging existing partnerships and adapting the curriculum to local needs.
- Developing new program offerings: Introducing shorter, more specialized programs in high-demand fields like data science, AI, and cybersecurity.
- Strengthening technology and analytics: Investing in a robust learning platform and data analytics to personalize learning experiences and optimize program delivery.
- Building a strong brand: Investing in marketing and public relations to build brand awareness and solidify Emeritus? position as a global leader in online education.
2. Background
This case study focuses on Emeritus, a global online education platform offering executive education programs in partnership with top-tier universities. Founded in 2012, Emeritus has grown rapidly, serving over 150,000 learners across 80+ countries. The case study examines the company?s current position, challenges, and opportunities as it seeks to expand its reach and impact.
The main protagonists are:
- Ashwin Damera, CEO of Emeritus, who is driving the company?s growth ambitions.
- The Emeritus team, who are developing innovative programs and navigating the complexities of the global education market.
- Partner universities, who are collaborating with Emeritus to deliver high-quality online education.
3. Analysis of the Case Study
Emeritus faces several key challenges:
- Competition: The online education landscape is increasingly crowded, with established players like Coursera and edX, as well as new entrants vying for market share.
- Scaling Operations: Maintaining quality and engagement as the learner base expands requires significant investment in technology and infrastructure.
- Financial Sustainability: Balancing program pricing with affordability and achieving profitability in a competitive market is crucial.
- Building Brand Recognition: Emeritus needs to establish itself as a trusted and recognized brand in the global education market.
Framework: We can analyze Emeritus? situation using a Porter?s Five Forces framework:
- Threat of new entrants: High, due to the low barriers to entry in the online education space.
- Bargaining power of buyers: Moderate, as learners have options but value high-quality programs from reputable institutions.
- Threat of substitute products: High, as learners can choose from a wide range of online learning platforms and traditional education options.
- Bargaining power of suppliers: Moderate, as universities have some leverage but also rely on Emeritus for reach and expertise.
- Rivalry among existing competitors: High, as the market is fragmented and players are vying for market share.
4. Recommendations
1. Expanding into New Markets:
- Target emerging markets: Focus on countries with high growth potential and a demand for quality education, such as India and China.
- Leverage existing partnerships: Collaborate with universities in these regions to adapt programs to local needs and build trust.
- Develop localized content: Offer programs in local languages and tailor curriculum to address relevant industry trends and challenges.
2. Developing New Program Offerings:
- Introduce shorter, specialized programs: Offer micro-credentials and certificate programs in high-demand fields like data science, AI, and cybersecurity.
- Partner with industry leaders: Collaborate with companies to develop programs that address specific industry needs and provide career advancement opportunities.
- Leverage Emeritus? expertise: Develop programs in areas where Emeritus has a competitive advantage, such as leadership development and business strategy.
3. Strengthening Technology and Analytics:
- Invest in a robust learning platform: Develop a user-friendly, interactive platform that supports personalized learning and facilitates engagement.
- Implement data analytics: Track learner data to personalize program recommendations, improve program design, and optimize marketing efforts.
- Develop predictive models: Use data to identify learner needs and predict future trends in the education market.
4. Building a Strong Brand:
- Invest in marketing and public relations: Develop a strong brand identity and communicate Emeritus? value proposition to potential learners.
- Build relationships with influencers: Engage with industry leaders, thought leaders, and media outlets to promote Emeritus? programs.
- Showcase success stories: Highlight learner achievements and positive program outcomes to build credibility and attract new learners.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: Emeritus? core competency lies in delivering high-quality online education programs in partnership with top universities. This strategy aligns with its mission to provide access to transformative learning experiences.
- External customers and internal clients: The recommendations cater to the needs of both learners and partner universities.
- Competitors: The recommendations address the competitive landscape by targeting high-growth markets, offering specialized programs, and investing in technology and branding.
- Attractiveness: The recommendations are expected to drive revenue growth, increase market share, and enhance brand recognition.
6. Conclusion
Emeritus is well-positioned to capitalize on the growing global demand for online education. By pursuing a multi-pronged growth strategy focused on market expansion, program innovation, technology enhancement, and brand building, Emeritus can solidify its position as a leader in the online education space and achieve its ambitious goals.
7. Discussion
Alternatives: Emeritus could consider focusing solely on specific market segments or pursuing a more aggressive acquisition strategy. However, these options carry higher risks and may not align with Emeritus? long-term goals.
Risks: The recommendations involve risks such as increased competition, changing market dynamics, and potential financial challenges. However, these risks can be mitigated through careful planning, strategic partnerships, and ongoing monitoring of market trends.
Key assumptions: The recommendations assume that the demand for online education will continue to grow, that Emeritus can maintain its quality standards, and that it can secure sufficient funding to support its growth initiatives.
8. Next Steps
- Develop a detailed market research plan: Identify target markets, analyze competitor offerings, and assess market potential.
- Develop a comprehensive financial model: Project revenue growth, profitability, and funding requirements.
- Establish key performance indicators (KPIs): Track progress towards achieving strategic goals and measure the effectiveness of initiatives.
- Implement a phased rollout: Start with pilot programs in new markets and gradually expand operations as the strategy proves successful.
- Continuously monitor and adapt: Stay informed about market trends, competitor activities, and learner feedback to refine the strategy and ensure ongoing success.
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Case Description
In June 2019, Emeritus cofounders Ashwin Damera (HBS MBA 2005) and Chaitanya Kalipatnapu were thrilled with the rapid growth of Emeritus. Damera and Kalipatnapu believed that Emeritus, established in July 2015 to offer online executive education, was only in the early stage of an exciting journey. The opportunity for further growth and success was immense. Yet, the co-founders were conscious that "what got us here will not get us there." Among the strategic choices they faced was a decision on whether to grow its university-branded offerings aggressively or to promote the Emeritus brand more assiduously.
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