Harvard Case - Irving Tanning
"Irving Tanning" Harvard business case study is written by Paul W. Marshall, Johanna Blaxall. It deals with the challenges in the field of Entrepreneurship. The case study is 18 page(s) long and it was first published on : Dec 5, 2003
At Fern Fort University, we recommend that Irving Tanning pursue a growth strategy focused on disruptive innovation and international expansion, leveraging technology and analytics to enhance its customer experience and operational efficiency. This strategy involves developing a digital platform to offer personalized tanning services, expanding into new markets through strategic partnerships, and embracing environmental sustainability practices.
2. Background
Irving Tanning is a family-owned tanning salon business with a strong reputation for quality and customer service. However, the company faces challenges from increasing competition, changing consumer preferences, and the rise of innovative tanning technologies. The case study explores the dilemma faced by the founders, Irving and his son, David, as they consider the future direction of the business. David advocates for embracing technology and expanding into new markets, while Irving remains cautious about significant changes.
3. Analysis of the Case Study
Competitive Landscape: The tanning industry is highly competitive, with established players like Planet Fitness and new entrants offering innovative solutions. Irving Tanning faces competition from both traditional salons and emerging online platforms that provide convenient and affordable tanning options.
Customer Needs: Consumers are increasingly seeking personalized experiences, convenience, and value. They are also becoming more aware of the potential health risks associated with tanning and are demanding environmentally sustainable practices.
Technological Advancements: The rise of technology has disrupted the tanning industry, with new solutions like at-home tanning devices, online booking platforms, and data-driven personalized tanning recommendations.
Financial Considerations: Irving Tanning needs to consider the financial implications of its growth strategy, including the costs of technology development, marketing, and expansion.
Organizational Culture: The company?s culture is rooted in traditional values and family-oriented decision-making. Adapting to a more dynamic and technology-driven environment will require a shift in organizational culture and leadership style.
Strategic Framework: To analyze Irving Tanning?s situation, we can apply the Porter?s Five Forces Framework to understand the competitive landscape and the Value Chain Analysis to assess the company?s strengths and weaknesses.
4. Recommendations
- Disruptive Innovation: Develop a digital platform offering personalized tanning services through web and mobile applications. This platform should leverage technology and analytics to provide customers with personalized tanning recommendations, online booking, and convenient payment options. This disruptive innovation will attract new customers and increase customer loyalty.
- International Expansion: Explore strategic partnerships with existing businesses in emerging markets to expand Irving Tanning?s reach. This can be achieved through franchising, joint ventures, or licensing agreements.
- Environmental Sustainability: Implement environmentally sustainable practices across the business, including using eco-friendly tanning products, reducing energy consumption, and promoting responsible tanning practices. This will appeal to environmentally conscious consumers and enhance the company?s brand image.
- Organizational Change: Foster a culture of innovation and adaptability within the company. This can be achieved through leadership training, employee empowerment, and cross-functional collaboration. David should take a more active leadership role, embracing the necessary changes to drive growth.
5. Basis of Recommendations
Core Competencies and Consistency with Mission: The recommendations align with Irving Tanning?s core competencies in customer service and quality while embracing innovation and expanding into new markets. They are consistent with the company?s mission to provide safe, effective, and convenient tanning services.
External Customers and Internal Clients: The recommendations address the evolving needs of customers, offering personalized experiences, convenience, and environmental sustainability. They also empower employees to contribute to the company?s growth and innovation.
Competitors: The recommendations differentiate Irving Tanning from competitors by leveraging technology, offering personalized services, and expanding into new markets.
Attractiveness: The digital platform and international expansion strategies have the potential to generate significant returns on investment through increased customer acquisition, improved customer retention, and market expansion.
Assumptions: The recommendations assume that Irving Tanning has the financial resources and the managerial capacity to implement the proposed changes. They also assume that the company can successfully adapt to a more technology-driven environment and embrace a culture of innovation.
6. Conclusion
Irving Tanning has a strong foundation for growth, but it needs to adapt to the changing industry landscape and embrace innovation. By leveraging technology, expanding into new markets, and prioritizing sustainability, the company can achieve long-term success and secure its position as a leader in the tanning industry.
7. Discussion
Alternatives: Irving Tanning could also consider focusing solely on its existing business model, making incremental improvements to its operations and customer service. However, this approach would likely lead to a decline in market share and competitiveness.
Risks and Key Assumptions: The main risks associated with the proposed strategy include the high cost of technology development, the challenges of international expansion, and the potential for regulatory changes in the tanning industry. The assumptions underlying the recommendations include the availability of skilled personnel, the ability to secure funding, and the successful implementation of the proposed changes.
8. Next Steps
- Develop a Detailed Business Plan: Define the scope and timeline for developing the digital platform, identify potential partners for international expansion, and outline the necessary investments.
- Pilot Test the Digital Platform: Launch a pilot version of the digital platform to gather customer feedback and refine the user experience.
- Secure Funding: Explore various funding options, including venture capital, angel investing, and crowdfunding, to support the implementation of the growth strategy.
- Build a Team: Recruit skilled professionals with expertise in technology, marketing, and international business to support the expansion efforts.
- Implement Environmental Sustainability Practices: Develop a comprehensive sustainability plan and integrate it into all aspects of the business.
By taking these steps, Irving Tanning can position itself for long-term success in the evolving tanning industry.
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Case Description
Irving Tanning, one of the few remaining U.S. leather tanneries, has successfully emerged from bankruptcy. The CEO is now looking at strategic options for the future of Irving.
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