Harvard Case - MobilityWorks: Faster, Higher, Stronger
"MobilityWorks: Faster, Higher, Stronger" Harvard business case study is written by Chris Laszlo, Katherine Gullett, Manish Gupta. It deals with the challenges in the field of Entrepreneurship. The case study is 7 page(s) long and it was first published on : Mar 19, 2018
At Fern Fort University, we recommend MobilityWorks pursue a strategic growth plan focused on disruptive innovation through business model innovation and technology and analytics. This plan should leverage their existing strengths in entrepreneurial management, product development, and customer service to expand into new markets and solidify their position as the leading provider of accessible vehicles.
2. Background
MobilityWorks is a successful startup that has grown rapidly by providing accessible vehicles to individuals with disabilities. The company has a strong entrepreneurial spirit and a commitment to customer service. However, they face increasing competition and need to find new ways to grow their business.
The main protagonists of the case study are:
- Bill Koeblitz: Founder and CEO of MobilityWorks, a passionate advocate for accessibility and a strong leader with a vision for growth.
- The MobilityWorks Team: A dedicated team of employees who are passionate about helping people with disabilities achieve mobility.
3. Analysis of the Case Study
Strategic Analysis:
- SWOT Analysis:
- Strengths: Strong brand reputation, customer-centric approach, experienced team, innovative product offerings, strong financial position.
- Weaknesses: Limited geographic reach, reliance on a single product category, potential for increased competition.
- Opportunities: Growing demand for accessible vehicles, expanding into new markets, leveraging technology and analytics for efficiency and customer experience.
- Threats: Increased competition, regulatory changes, economic downturn.
- Porter?s Five Forces:
- Threat of new entrants: Moderate - the barrier to entry is relatively high due to the specialized nature of the business, but new players could emerge with innovative solutions.
- Bargaining power of buyers: Moderate - customers have limited options, but they can compare prices and services.
- Bargaining power of suppliers: Low - MobilityWorks has established relationships with suppliers and can leverage their volume to negotiate favorable terms.
- Threat of substitute products: Moderate - alternative transportation solutions exist, such as public transportation and ride-sharing services, but they may not be suitable for all individuals with disabilities.
- Competitive rivalry: High - the market is becoming increasingly competitive with new players entering the space and existing players expanding their offerings.
Financial Analysis:
- MobilityWorks has a strong financial position, evidenced by its consistent growth and profitability.
- The company has access to venture capital and angel investing, which can be leveraged for further expansion and innovation.
- However, the company needs to carefully manage its finances to ensure sustainable growth and profitability in the long term.
Marketing Analysis:
- MobilityWorks has a strong brand reputation and a loyal customer base.
- The company has a strong online presence and utilizes web and mobile applications to reach potential customers.
- However, the company needs to develop a more comprehensive marketing strategy to reach new markets and attract new customers.
Operational Analysis:
- MobilityWorks has a robust supply chain management system and efficient manufacturing processes.
- The company has a strong focus on customer service and strives to provide a seamless experience for its customers.
- However, the company needs to improve its operational efficiency to reduce costs and improve profitability.
4. Recommendations
1. Disruptive Innovation through Business Model Innovation:
- Expand into new markets: Target new customer segments, such as seniors, individuals with temporary mobility issues, and businesses with accessibility needs.
- Develop new product offerings: Introduce new vehicle modifications, such as wheelchair lifts for SUVs and vans, and explore partnerships with manufacturers to offer factory-installed accessibility features.
- Leverage technology and analytics: Implement a data-driven approach to understand customer needs, optimize operations, and personalize marketing efforts.
- Develop a subscription-based model: Offer monthly or annual subscriptions for vehicle modifications and maintenance, providing customers with predictable costs and convenient access to services.
2. Strategic Partnerships and Acquisitions:
- Partner with automotive manufacturers: Collaborate with major car manufacturers to integrate accessibility features into their vehicles from the factory, expanding the market reach and reducing production costs.
- Acquire smaller players: Acquire companies specializing in specific accessibility solutions or serving niche markets, expanding MobilityWorks? product portfolio and geographic reach.
3. Enhance Customer Experience:
- Improve online platform: Develop a user-friendly website and mobile application that allows customers to easily research, configure, and purchase accessible vehicles.
- Offer personalized services: Provide customized solutions based on individual needs and preferences, including financing options, vehicle customization, and after-sales support.
- Build a strong community: Create online forums and events to connect customers with each other and share experiences and resources.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations leverage MobilityWorks? existing strengths in entrepreneurial management, product development, and customer service while aligning with the company?s mission to provide accessible transportation solutions.
- External customers and internal clients: The recommendations address the needs of both existing and potential customers, as well as the needs of MobilityWorks? employees and stakeholders.
- Competitors: The recommendations aim to differentiate MobilityWorks from its competitors by focusing on disruptive innovation, business model innovation, and customer experience.
- Attractiveness: The recommendations are expected to generate significant returns on investment through increased market share, revenue growth, and improved profitability.
Assumptions:
- The market for accessible vehicles will continue to grow in the coming years.
- Technological advancements will continue to improve the accessibility and affordability of vehicles.
- MobilityWorks will be able to successfully implement its strategic plan and adapt to changing market conditions.
6. Conclusion
By embracing disruptive innovation and business model innovation, MobilityWorks can solidify its position as the leading provider of accessible vehicles and achieve sustainable growth. The company?s commitment to customer service, entrepreneurial spirit, and technology and analytics will be key to its success.
7. Discussion
Alternatives:
- Maintaining the status quo: This option would be risky, as MobilityWorks would likely lose market share to competitors who are innovating and expanding their offerings.
- Focusing solely on cost reduction: While cost reduction can be beneficial, it may not be enough to drive growth and compete effectively in a dynamic market.
Risks and Key Assumptions:
- The success of the recommendations depends on the company?s ability to execute its strategic plan effectively and adapt to changing market conditions.
- The company needs to manage its finances carefully to ensure sustainable growth and profitability.
- The company needs to build strong relationships with partners and suppliers to ensure a smooth supply chain and competitive pricing.
8. Next Steps
- Develop a detailed strategic plan: Outline the specific initiatives, timelines, and resources required to implement the recommendations.
- Conduct market research: Gather data on customer needs, competitive landscape, and emerging trends in the accessible vehicle market.
- Invest in technology and analytics: Implement data-driven tools and systems to optimize operations, personalize customer experiences, and make informed business decisions.
- Build a strong team: Recruit and retain talented individuals with expertise in technology, marketing, and operations to support the company?s growth strategy.
By taking these steps, MobilityWorks can continue its journey of success and become a leading innovator in the accessible vehicle market.
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Case Description
In 2015, MobilityWorks, the largest mobility dealership and reformer of wheelchair accessible vehicles (WAVs) in the United States, found itself unable to cater to a large enough fraction of the population with limited mobility. With the baby boomers starting to retire, the gap was widening at a pace much faster than the growth of the WAV industry. How could MobilityWorks re-work its business strategy in order to grow across different market segments?
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