Harvard Case - Peixe Urbano (A) - The Ride Up The Roller Coaster
"Peixe Urbano (A) - The Ride Up The Roller Coaster" Harvard business case study is written by Hayagreeva Rao, Yin Li. It deals with the challenges in the field of Entrepreneurship. The case study is 12 page(s) long and it was first published on : Jan 13, 2014
At Fern Fort University, we recommend that Peixe Urbano focus on a multi-pronged strategy to address its growth challenges. This includes:
- Strengthening its core business: By leveraging technology and analytics to refine its pricing model, optimize its marketing campaigns, and enhance customer experience.
- Expanding into new markets: Through strategic partnerships and targeted acquisitions, Peixe Urbano can capitalize on the growth potential of emerging markets in Latin America.
- Developing new product offerings: By exploring innovative business models and leveraging its existing platform, Peixe Urbano can diversify its revenue streams and cater to evolving consumer needs.
2. Background
Peixe Urbano, a Brazilian daily deals website, emerged as a disruptive force in the early 2010s. Its rapid growth, fueled by innovative marketing and a strong entrepreneurial spirit, propelled it to become a leader in the emerging market of online deals. However, the company faced challenges as competition intensified and the market matured.
The case study focuses on the company?s decision-making process during this turbulent period, highlighting the entrepreneurial spirit of its founders, the challenges of scaling a rapidly growing business, and the complexities of navigating a competitive landscape.
3. Analysis of the Case Study
Porter?s Five Forces Analysis:
- Threat of new entrants: High, due to the low barriers to entry in the online deals market.
- Bargaining power of buyers: High, as consumers have numerous options and can easily switch between platforms.
- Bargaining power of suppliers: Low, as Peixe Urbano works with a wide range of merchants.
- Threat of substitute products: High, as consumers can find similar deals through other online platforms or traditional channels.
- Competitive rivalry: High, due to the presence of numerous established players and new entrants.
SWOT Analysis:
Strengths:
- Strong brand recognition and customer base.
- Robust technology platform and data analytics capabilities.
- Experienced management team with a proven track record.
- Strong relationships with merchants and partners.
Weaknesses:
- Dependence on a single business model.
- Limited international presence.
- Challenges in managing rapid growth and maintaining profitability.
- Vulnerability to market fluctuations and competition.
Opportunities:
- Expanding into new markets with high growth potential.
- Developing new product offerings and revenue streams.
- Leveraging technology and data analytics to enhance customer experience and optimize operations.
- Exploring strategic partnerships and acquisitions.
Threats:
- Increasing competition from established players and new entrants.
- Economic downturns and changes in consumer spending patterns.
- Regulatory changes and legal challenges.
- Technological advancements and disruption.
Growth Strategy:
Peixe Urbano?s growth strategy should focus on leveraging its strengths and addressing its weaknesses while capitalizing on opportunities and mitigating threats. This can be achieved through a combination of:
- Organic Growth: Investing in product development, marketing, and technology to enhance customer experience and expand into new markets.
- Inorganic Growth: Pursuing strategic partnerships and acquisitions to gain access to new markets, technologies, and talent.
4. Recommendations
1. Strengthen Core Business:
- Refine Pricing Model: Implement a data-driven approach to pricing that considers factors such as customer segmentation, market demand, and competitor analysis.
- Optimize Marketing Campaigns: Leverage data analytics to target specific customer segments with personalized offers and messages.
- Enhance Customer Experience: Improve website usability, mobile app functionality, and customer service to increase satisfaction and loyalty.
- Leverage Technology and Analytics: Invest in advanced analytics tools to gain insights into customer behavior, market trends, and competitor activities.
2. Expand into New Markets:
- Strategic Partnerships: Collaborate with local businesses, online platforms, and other players in new markets to gain access to resources, expertise, and customer networks.
- Targeted Acquisitions: Identify and acquire promising startups or established players in new markets to accelerate expansion and gain market share.
- Focus on Emerging Markets: Explore opportunities in high-growth markets in Latin America, particularly those with a strong online presence and a growing middle class.
3. Develop New Product Offerings:
- Diversify Revenue Streams: Explore new business models such as subscription services, loyalty programs, and affiliate marketing to generate additional revenue.
- Leverage Existing Platform: Utilize its existing platform to offer new services such as online booking, event ticketing, and travel deals.
- Focus on Customer Needs: Develop new products and services that address evolving consumer needs and preferences.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of Peixe Urbano?s strengths, weaknesses, opportunities, and threats. They are consistent with the company?s mission to provide consumers with access to great deals and its core competencies in technology, marketing, and customer service.
The recommendations are designed to enhance customer experience, increase revenue, and expand into new markets, thereby ensuring long-term sustainability and profitability.
6. Conclusion
Peixe Urbano has the potential to become a leading player in the global online deals market. By focusing on a multi-pronged strategy that combines organic and inorganic growth, the company can overcome its challenges and capitalize on opportunities. This will require a commitment to innovation, strategic decision-making, and a strong focus on customer needs.
7. Discussion
Alternatives:
- Focusing solely on organic growth: This approach would be slower and more challenging in a competitive market.
- Merging with a competitor: While this could provide access to resources and market share, it could also lead to integration challenges and potential conflicts.
Risks:
- Failure to adapt to changing market dynamics: The online deals market is constantly evolving, and Peixe Urbano needs to stay ahead of the curve.
- Execution challenges: Implementing a multi-pronged strategy requires careful planning, coordination, and execution.
- Competition from established players: Peixe Urbano faces intense competition from established players with deep pockets and extensive resources.
Key Assumptions:
- Continued growth of the online deals market: The recommendations assume that the online deals market will continue to grow in the coming years.
- Ability to execute on the recommended strategy: Success depends on the company?s ability to effectively execute on its plans.
- Availability of resources: The recommendations require significant investment in technology, marketing, and expansion.
8. Next Steps
- Develop a detailed implementation plan: Outline specific actions, timelines, and resources for each recommendation.
- Allocate resources: Secure funding and allocate resources to support the implementation of the strategy.
- Monitor progress and make adjustments: Regularly track progress and make necessary adjustments to the strategy based on market conditions and performance metrics.
- Build a strong team: Recruit and retain talented individuals with the skills and experience necessary to execute the strategy.
By taking these steps, Peixe Urbano can navigate the challenges of the online deals market and emerge as a strong and sustainable business.
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Case Description
This case follows Julio Vasconcellos (MBA 2007) as he launches Peixe Urbano, a daily deals company in Brazil. Daily deals are coupons that offer savings at local merchants and are sold en masse to consumers by companies such as Peixe Urbano, Groupon, and Living Social. Vasconcellos and his team experience tremendous success with the model in Brazil, but are soon pressured to expand to neighboring countries as a result of the arrival of competitors, which creates a land grab mentality. Case A concludes with Vasconcellos' assessment of liquidity options given Peixe's present levels of success, market risk, and scaling risk. Case B opens with Vasconcellos having a made a decision to build Peixe into an independent company, with aspirations to IPO in the U.S. public markets. However, the market soon plateaus, partly due to negative consumer sentiment about daily deals. Meanwhile, Peixe is struggling to scale its sales force and its technology, and the company must use its remaining resources wisely. Vasconcellos finds himself having to quickly transition from entrepreneur to turnaround CEO.
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