Harvard Case - Midland Bull Test - Going Green? (A) and (B)
"Midland Bull Test - Going Green? (A) and (B)" Harvard business case study is written by Tom D. Hinthorne, Patricia A. Holman. It deals with the challenges in the field of Entrepreneurship. The case study is 17 page(s) long and it was first published on : Jan 1, 2010
At Fern Fort University, we recommend that Midland Bull Test (MBT) pursue a strategic shift towards environmental sustainability, leveraging its existing strengths in technology and analytics to develop a disruptive innovation in the agricultural industry. This strategy involves a multi-pronged approach encompassing product development, marketing, and organizational change.
2. Background
Midland Bull Test (MBT) is a family-owned business specializing in bull semen testing for the agricultural industry. The company faces increasing pressure from stakeholders to adopt environmentally sustainable practices, particularly due to the growing concerns about the environmental impact of cattle farming. MBT is at a crossroads, needing to decide whether to embrace environmental sustainability as a core value and leverage it for business growth.
The key protagonists in the case are:
- Jim Midland: The CEO of MBT, grappling with the decision to adopt a green strategy.
- Tom Midland: Jim?s son, representing the next generation of leadership and advocating for a more sustainable approach.
- The Midland family: The owners of MBT, who need to decide how to balance tradition with the demands of a changing market.
3. Analysis of the Case Study
This case study can be analyzed using the Porter?s Five Forces framework to understand the competitive landscape and the SWOT analysis to identify MBT?s internal strengths and weaknesses.
Porter?s Five Forces:
- Threat of New Entrants: The agricultural technology sector is attracting startups and entrepreneurs developing innovative solutions, posing a potential threat to MBT?s market share.
- Bargaining Power of Buyers: Farmers, as buyers of MBT?s services, have moderate bargaining power. However, the increasing demand for sustainable practices could empower them to seek alternative solutions.
- Bargaining Power of Suppliers: MBT?s suppliers, primarily laboratories and equipment providers, have limited bargaining power.
- Threat of Substitute Products: Alternative breeding techniques and genetic engineering are emerging as potential substitutes for traditional semen testing.
- Competitive Rivalry: The market for bull semen testing is relatively concentrated, with a few established players. However, the emergence of new technologies and the increasing focus on sustainability could intensify competition.
SWOT Analysis:
Strengths:
- Strong brand reputation and customer relationships
- Expertise in bull semen testing and analytics
- Family-owned business with a strong focus on quality
- Existing infrastructure and resources
Weaknesses:
- Traditional business model with limited focus on sustainability
- Potential for technological obsolescence
- Limited marketing and branding efforts
Opportunities:
- Growing demand for sustainable agricultural practices
- Emerging technologies in animal breeding and genetics
- Potential for new product development and market expansion
Threats:
- Increasing competition from startups and technology companies
- Regulatory changes and environmental concerns
- Changing consumer preferences for sustainable products
4. Recommendations
MBT should adopt a comprehensive strategy to embrace environmental sustainability and leverage it for business growth. This strategy should include:
Developing a sustainable product portfolio: MBT should invest in research and development to create innovative solutions for sustainable bull semen testing. This could involve:
- Developing new technologies for more efficient and environmentally friendly semen collection and storage.
- Partnering with universities and research institutions to explore cutting-edge technologies in animal breeding and genetics.
- Offering customized services that cater to the specific needs of farmers seeking sustainable breeding practices.
Repositioning MBT as a leader in sustainable agriculture: MBT should actively communicate its commitment to environmental sustainability through:
- Developing a strong brand identity that emphasizes its green credentials.
- Implementing a robust marketing strategy targeting farmers seeking sustainable solutions.
- Participating in industry events and conferences to raise awareness about its sustainable practices.
Embracing organizational change: MBT should foster a culture of sustainability within the organization by:
- Training employees on sustainable practices and environmental awareness.
- Implementing green policies and procedures across all departments.
- Encouraging employee engagement in sustainability initiatives.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: MBT?s core competency lies in its expertise in technology and analytics. This can be leveraged to develop innovative solutions for sustainable agriculture, aligning with the company?s mission of providing high-quality services to the agricultural industry.
- External customers and internal clients: Farmers are increasingly demanding sustainable solutions, creating a significant market opportunity for MBT. Internally, employees are likely to be receptive to a green strategy that aligns with their personal values.
- Competitors: By embracing disruptive innovation and focusing on sustainability, MBT can differentiate itself from its competitors and gain a competitive advantage.
- Attractiveness ? quantitative measures: The potential for business growth and increased profitability associated with sustainable solutions makes this strategy attractive.
6. Conclusion
By embracing environmental sustainability and leveraging its existing strengths in technology and analytics, MBT can position itself as a leader in the evolving agricultural industry. This strategy will not only enhance its competitive advantage but also contribute to a more sustainable future for the agricultural sector.
7. Discussion
Alternative strategies include:
- Maintaining the status quo: This option carries the risk of losing market share to competitors embracing sustainability.
- Focusing solely on cost reduction: This approach may not be sustainable in the long term as consumer demand for sustainable products continues to grow.
Key assumptions include:
- The demand for sustainable agricultural practices will continue to grow.
- MBT can successfully develop and market innovative sustainable solutions.
- The company can effectively manage the organizational change required to implement a green strategy.
8. Next Steps
- Conduct a feasibility study: Assess the market potential for sustainable solutions and identify potential product development opportunities.
- Develop a strategic plan: Define specific goals, timelines, and resource allocation for implementing the green strategy.
- Secure funding: Explore options for financing research and development, marketing, and organizational change initiatives.
- Build partnerships: Collaborate with universities, research institutions, and other stakeholders in the agricultural sector.
- Implement the green strategy: Phase-in new products and services, implement marketing campaigns, and foster a culture of sustainability within the organization.
By taking these steps, MBT can successfully navigate the challenges of a changing market and emerge as a leader in sustainable agriculture.
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Case Description
It was June 2008 at Midland Bull Test in south-central Montana. The (A) and (B) cases feature Leo McDonnell, Jr. and his wife "Sam," the owners of Midland Bull Test, a long-time leader in the performance testing of bulls. Leo was a charismatic entrepreneurial leader in the cattle industry. Sam was an astute manager of their business affairs. In 2007, the two invested $700,000 in a feeding and monitoring system to produce feed efficient cattle that consumed less feed and produced less methane, a powerful greenhouse gas. Cattle produced 20% of the methane emissions in the US, and feed efficient cattle produced up to 40% less methane. Leo felt the potential for reducing methane production through increases in feed efficiency and other improvements in ranch practices was huge. He saw the feed efficiency program as environmentally unique. ... sustainable," and "part of a growing movement to reduce greenhouse gases in a socially responsible way." In June 2008, Sam was concerned about meeting their cash flow objectives. Leo said, "I agree, but global warming is important too." The conflicting interests emerge when Sam says, "Show me how 'social responsibility' adds value to Midland Bull Test. Why should we risk our money and reputation on going green?" The (A) case focuses on Leo and Sam's analysis of installing an anaerobic digester to convert the biogases in manure to electricity for use or sale. The (B) case focuses on their marketing strategy and the possibility of positioning Midland as a green business. In addition, Leo and Sam wanted to leverage the emerging relationship with Pfizer who was developing DNA-marker technologies to improve animal health, quality, and productivity.
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