Harvard Case - Movile in 2015
"Movile in 2015" Harvard business case study is written by Lynda M. Applegate. It deals with the challenges in the field of Entrepreneurship. The case study is 26 page(s) long and it was first published on : Jul 30, 2018
At Fern Fort University, we recommend that Movile prioritize a multi-pronged strategy focused on consolidation and expansion within its core Latin American markets while strategically leveraging its existing strengths in technology and analytics to drive disruptive innovation in new markets. This approach involves focusing on business model innovation to unlock new revenue streams, leveraging venture capital to fund expansion, and actively pursuing mergers and acquisitions to acquire promising startups and strengthen its market position.
2. Background
Movile, a Brazilian company founded in 1998, has established itself as a leader in the Latin American mobile internet space. The company?s success is built upon a portfolio of diverse mobile applications and services, including mobile payments, music streaming, and food delivery. By 2015, Movile had achieved significant growth, attracting substantial venture capital and even considering an initial public offering (IPO). However, the company faces challenges in navigating a rapidly evolving market landscape, particularly the emergence of global players like Uber and Amazon.
The case study focuses on Movile?s CEO, Paulo Bernardo, and his team?s decision-making process as they grapple with strategic choices for the company?s future.
3. Analysis of the Case Study
This case study can be analyzed through the lens of various frameworks, including:
- Porter?s Five Forces: Movile operates in a highly competitive market with numerous players vying for market share. The threat of new entrants is high, driven by the ease of developing mobile applications. The bargaining power of buyers is relatively low, as consumers have limited alternatives for many of Movile?s services. However, the bargaining power of suppliers is moderate, as Movile relies on partnerships with telecommunication companies and other service providers. The threat of substitutes is high, as consumers can choose from a wide range of competing mobile applications and services.
- Competitive Advantage: Movile?s competitive advantage lies in its deep understanding of the Latin American market, its strong network of partners, and its expertise in technology and analytics. The company can leverage these strengths to develop innovative products and services that cater to the specific needs of its target audience.
- Growth Strategy: Movile?s growth strategy can be characterized as a combination of organic growth through product development and inorganic growth through acquisitions. The company has successfully leveraged both strategies to expand its market reach and product portfolio.
4. Recommendations
Movile should pursue the following recommendations:
- Consolidate and Expand in Latin America: Movile should focus on strengthening its position in its core Latin American markets by investing in its existing products and services, expanding into new geographic regions, and exploring new market segments. This includes leveraging its existing brand recognition and customer base to drive further growth.
- Disruptive Innovation in New Markets: Movile should leverage its expertise in technology and analytics to develop innovative products and services that disrupt existing markets. This could involve exploring new sectors like e-commerce, healthcare, or education, where the company can leverage its existing infrastructure and platform to create new value propositions.
- Strategic Acquisitions: Movile should actively pursue mergers and acquisitions to acquire promising startups that complement its existing portfolio and provide access to new technologies, markets, or talent. This can help the company accelerate its growth, expand its reach, and gain access to new revenue streams.
- Venture Capital Funding: Movile should continue to leverage venture capital to fund its expansion and innovation efforts. This will provide the company with the financial resources it needs to invest in new products, services, and acquisitions.
- Focus on Business Model Innovation: Movile should explore new business models that generate revenue beyond traditional advertising and subscription fees. This could include exploring partnerships with other companies, offering value-added services, or developing new revenue streams based on data analytics and insights.
- Strengthening Organizational Culture: Movile should foster a culture of entrepreneurship and innovation that encourages employees to take risks, experiment with new ideas, and embrace change. This will help the company remain agile and responsive to the rapidly evolving market landscape.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: Movile?s core competencies lie in its deep understanding of the Latin American market, its strong network of partners, and its expertise in technology and analytics. These competencies are consistent with the company?s mission to provide innovative mobile internet services to Latin American consumers.
- External customers and internal clients: Movile?s recommendations are designed to meet the needs of both external customers and internal clients. By offering innovative products and services, Movile can attract new customers and retain existing ones. By fostering a culture of entrepreneurship and innovation, Movile can motivate and retain its employees.
- Competitors: Movile?s recommendations are designed to help the company compete effectively against both local and global competitors. By focusing on disruptive innovation and strategic acquisitions, Movile can differentiate itself from its competitors and gain a competitive advantage.
- Attractiveness: Movile?s recommendations are attractive from a financial perspective. By focusing on growth and profitability, Movile can increase its revenue and earnings, which will make the company more attractive to investors.
6. Conclusion
Movile is well-positioned to capitalize on the growth of the Latin American mobile internet market. By focusing on consolidation and expansion in its core markets, leveraging its strengths in technology and analytics to drive disruptive innovation, and actively pursuing mergers and acquisitions, Movile can achieve sustainable growth and become a leading player in the global mobile internet space.
7. Discussion
Other alternatives not selected include:
- Focusing solely on organic growth: This approach would be less risky than pursuing acquisitions, but it would also be slower and could limit Movile?s ability to compete effectively against larger, more established competitors.
- Exiting the Latin American market: This would be a drastic step that would likely result in significant losses for Movile. The company has a strong brand and customer base in Latin America, and it would be unwise to abandon this market.
The key assumptions underlying these recommendations include:
- Continued growth of the Latin American mobile internet market: This assumption is based on the increasing penetration of mobile devices and internet access in the region.
- Movile?s ability to develop and launch successful new products and services: This assumption is based on the company?s track record of innovation and its expertise in technology and analytics.
- Availability of suitable acquisition targets: This assumption is based on the growing number of startups in the Latin American mobile internet space.
8. Next Steps
Movile should implement the following steps to achieve its strategic goals:
- Develop a detailed business plan: This plan should outline the company?s strategic objectives, key initiatives, and financial projections.
- Allocate resources: Movile should allocate sufficient resources to support its growth initiatives, including product development, marketing, and acquisitions.
- Build a strong management team: Movile should recruit and retain talented executives who can lead the company through its next phase of growth.
- Monitor progress: Movile should regularly monitor its progress against its strategic objectives and make adjustments as needed.
By taking these steps, Movile can position itself for continued success in the dynamic and rapidly evolving mobile internet market.
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