Harvard Case - Movile (A): Going Global - Is Silicon Valley the Next Stop?
"Movile (A): Going Global - Is Silicon Valley the Next Stop?" Harvard business case study is written by George Foster, Peter Ziebelman, Jessica Morgan. It deals with the challenges in the field of Entrepreneurship. The case study is 13 page(s) long and it was first published on : Feb 23, 2015
At Fern Fort University, we recommend that Movile pursue a strategic expansion into the US market, focusing on building a strong local team and leveraging its existing expertise in mobile technology and emerging markets. This approach should prioritize developing a deep understanding of the US market, adapting its business model to local needs, and strategically partnering with key players to accelerate growth.
2. Background
Movile is a Brazilian company that has achieved significant success in the Latin American mobile market through its innovative mobile applications and services. The company has a strong track record of growth and profitability, fueled by its entrepreneurial spirit and focus on emerging markets. However, Movile faces a critical decision: whether to expand into the US market, a highly competitive and mature technology landscape, or continue focusing on its existing markets.
The case study?s main protagonists are Fabricio Bloisi, Movile?s CEO, and Patrick Stanley, a key investor and advisor. They are grappling with the challenges and opportunities of taking Movile global, considering factors like the competitive landscape, cultural differences, and the need for significant investment.
3. Analysis of the Case Study
The case study presents a complex scenario that requires a multi-faceted analysis. We can use the following frameworks to analyze Movile?s situation:
a) SWOT Analysis:
- Strengths: Strong brand recognition in Latin America, proven business model, experienced team, expertise in mobile technology and emerging markets, strong financial performance.
- Weaknesses: Limited experience in the US market, potential cultural barriers, potential difficulties in adapting to a mature market, reliance on emerging market trends.
- Opportunities: Large and growing US mobile market, potential for significant growth, access to venture capital and talent, potential for strategic partnerships.
- Threats: Intense competition from established players, potential for regulatory hurdles, cultural differences, potential for failure to adapt to the US market.
b) Porter?s Five Forces:
- Threat of New Entrants: High - The US market is attractive to new entrants due to its size and growth potential.
- Bargaining Power of Buyers: High - Consumers have many choices in the US mobile market, giving them significant bargaining power.
- Bargaining Power of Suppliers: Moderate - Suppliers of mobile technology have moderate bargaining power, but Movile can leverage its scale to negotiate favorable terms.
- Threat of Substitutes: High - There are many substitutes for Movile?s services, including other mobile apps and services.
- Competitive Rivalry: Very High - The US mobile market is highly competitive, with many established players vying for market share.
c) Ansoff?s Matrix:
- Market Penetration: Movile could focus on increasing its market share in Latin America by expanding its product offerings and targeting new customer segments.
- Market Development: Movile could expand into new geographic markets, such as the US, by adapting its products and services to local needs.
- Product Development: Movile could develop new products and services to expand its offerings and target new customer segments.
- Diversification: Movile could consider diversifying into new industries or markets, such as online payments or digital advertising.
4. Recommendations
Movile should pursue a phased approach to entering the US market, focusing on building a strong local team, adapting its business model to local needs, and strategically partnering with key players to accelerate growth. Here are the key recommendations:
a) Build a Strong Local Team:
- Hire experienced professionals: Movile should recruit a team of experienced professionals with deep knowledge of the US mobile market, including product development, marketing, and sales.
- Foster a culture of innovation: Movile should create a culture that encourages innovation and adaptation to the US market.
- Leverage local talent: Movile should seek out and partner with local startups and entrepreneurs to leverage their expertise and networks.
b) Adapt the Business Model:
- Understand US consumer preferences: Movile should conduct thorough market research to understand the preferences and needs of US consumers.
- Develop localized products and services: Movile should adapt its existing products and services to meet the specific needs of the US market.
- Explore new revenue streams: Movile should consider new revenue streams, such as advertising, subscriptions, and partnerships, to maximize its revenue potential.
c) Strategic Partnerships:
- Partner with key players: Movile should seek strategic partnerships with established players in the US mobile market, such as mobile carriers, device manufacturers, and app stores.
- Leverage existing relationships: Movile should leverage its existing relationships with investors and advisors to facilitate partnerships and access to the US market.
- Explore joint ventures: Movile should consider joint ventures with US companies to share resources, expertise, and risks.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: Movile?s core competencies in mobile technology and emerging markets are transferable to the US market. The company?s mission to connect people through technology aligns with the growth potential of the US mobile market.
- External customers and internal clients: Movile?s target customers in the US will be similar to its existing customer base, with a focus on mobile-first consumers. The company?s internal clients, including its employees and investors, will benefit from the potential for growth and expansion.
- Competitors: Movile will face intense competition from established players in the US mobile market. However, the company can differentiate itself through its focus on emerging market trends and its expertise in mobile technology.
- Attractiveness - quantitative measures: The US mobile market is large and growing, with significant potential for revenue growth. Movile?s strong financial performance and proven business model suggest that it is well-positioned to succeed in the US market.
- Assumptions: These recommendations are based on the assumption that Movile can successfully adapt its business model to the US market, build a strong local team, and secure strategic partnerships.
6. Conclusion
Movile has a strong foundation for success in the US market, but it must be prepared to adapt its business model, build a strong local team, and navigate the competitive landscape. By pursuing a phased approach to expansion, focusing on building a strong local team, adapting its business model to local needs, and strategically partnering with key players, Movile can achieve significant growth and success in the US market.
7. Discussion
Other Alternatives:
- Focusing solely on Latin America: This option would allow Movile to continue its growth trajectory in a market it already understands. However, it would limit the company?s potential for growth and expose it to the risks of a single-market strategy.
- Acquiring an existing US company: This option would provide Movile with immediate market access and established infrastructure. However, it would require significant investment and could pose integration challenges.
Risks and Key Assumptions:
- Failure to adapt to the US market: Movile?s products and services may not resonate with US consumers.
- Difficulty in building a strong local team: Finding and retaining talented professionals in the US market can be challenging.
- Lack of strategic partnerships: Movile may struggle to secure partnerships with key players in the US mobile market.
Options Grid:
| Option | Advantages | Disadvantages |
|---|---|---|
| US Expansion | Potential for significant growth, access to a large and growing market, opportunity to leverage existing expertise | Intense competition, potential for cultural barriers, need for significant investment |
| Focus on Latin America | Continued growth in a familiar market, lower investment requirements | Limited potential for growth, exposure to the risks of a single-market strategy |
| Acquisition | Immediate market access, established infrastructure | High investment requirements, potential for integration challenges |
8. Next Steps
- Conduct thorough market research: Movile should conduct in-depth market research to understand the US consumer landscape, competitive landscape, and regulatory environment.
- Develop a detailed business plan: Movile should develop a comprehensive business plan outlining its strategy for entering the US market, including its target market, product offerings, marketing strategy, and financial projections.
- Build a strong local team: Movile should start recruiting a team of experienced professionals with deep knowledge of the US mobile market.
- Seek strategic partnerships: Movile should actively pursue strategic partnerships with key players in the US mobile market.
- Pilot launch in a select US city: Movile should consider a pilot launch in a select US city to test its products and services before expanding nationwide.
By taking these steps, Movile can increase its chances of success in the US market and position itself for continued growth and innovation in the global mobile landscape.
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Case Description
The (A) case described the early days of Movile, a Brazilian mobile phone company, and debated the decision to open an office in Silicon Valley. The case went into the history of the firm and the mobile phone industry in Brazil. It discussed how the firm grew throughout Latin America through acquisitions and failed in earlier attempts to expand organically. The (A) case also outlined the unique culture of the firm, which blended a highly innovative culture with Movile's focus on achieving targets and results. The question of whether to expand into Silicon Valley raised the issue of the importance of an entrepreneurial ecosystem in the growth trajectory of a firm. This issue was particularly significant at this point in Movile's life cycle when it needed to evolve from being a feature phone business to diversifying to include new smartphone technologies in their product offerings.
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