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Harvard Case - Planet Abled (A): Taking the World to India

"Planet Abled (A): Taking the World to India" Harvard business case study is written by Neha Arora, Anica Zeyen, Oana Branzei. It deals with the challenges in the field of Entrepreneurship. The case study is 12 page(s) long and it was first published on : Jul 9, 2023

At Fern Fort University, we recommend Planet Abled pursue a phased expansion strategy into the Indian market, leveraging their existing strengths in technology and analytics, while adapting their business model to the unique Indian context. This strategy will involve a combination of organic growth, through strategic partnerships and joint ventures, and inorganic growth through acquisitions of complementary businesses.

2. Background

Planet Abled is a US-based company specializing in providing assistive technology solutions for people with disabilities. They have a strong track record of innovation and are recognized as a leader in the field. However, they face increasing competition and are looking to expand their market reach. India, with its large population and growing economy, presents a significant opportunity for Planet Abled.

The case study focuses on the challenges and opportunities Planet Abled faces as they consider entering the Indian market. These include:

  • Understanding the Indian market: The Indian market for assistive technology is fragmented and complex, with varying needs and purchasing power across different segments.
  • Adapting their business model: Planet Abled needs to adapt its business model to the Indian context, considering factors like affordability, accessibility, and local regulations.
  • Building partnerships: Establishing strong partnerships with local players is crucial for navigating the Indian market and gaining market share.
  • Managing cultural differences: Understanding and adapting to cultural differences in communication, business practices, and customer expectations is essential for success.

3. Analysis of the Case Study

To analyze Planet Abled?s situation, we can use the following frameworks:

1. Porter?s Five Forces:

  • Threat of New Entrants: High, due to the relatively low barriers to entry in the assistive technology market.
  • Bargaining Power of Buyers: Moderate, as consumers have a range of choices and can compare prices.
  • Bargaining Power of Suppliers: Moderate, as there are multiple suppliers of components and technology.
  • Threat of Substitute Products: Moderate, as alternative solutions exist, such as traditional assistive devices and DIY solutions.
  • Competitive Rivalry: High, as the market is fragmented and players are competing for market share.

2. SWOT Analysis:

Strengths:

  • Strong brand reputation and expertise in assistive technology.
  • Innovative product portfolio and focus on technology and analytics.
  • Experienced management team with a proven track record.
  • Access to capital and resources.

Weaknesses:

  • Limited understanding of the Indian market and its specific needs.
  • Potential challenges in adapting its business model to the Indian context.
  • Cultural differences and potential communication barriers.

Opportunities:

  • Large and growing Indian market with significant unmet needs.
  • Potential for partnerships with local players and government initiatives.
  • Growing awareness and acceptance of assistive technology in India.

Threats:

  • Competition from local and international players.
  • Regulatory challenges and potential barriers to entry.
  • Economic uncertainties and potential impact on consumer spending.

3. PESTLE Analysis:

  • Political: Government policies and regulations related to assistive technology, accessibility, and disability rights.
  • Economic: Economic growth, disposable income, and affordability of assistive technology.
  • Social: Changing demographics, increasing awareness of disability rights, and acceptance of assistive technology.
  • Technological: Advancements in assistive technology, digital accessibility, and mobile solutions.
  • Legal: Regulations related to product safety, intellectual property, and data privacy.
  • Environmental: Sustainability considerations in manufacturing and product design.

4. Recommendations

Planet Abled should adopt a phased expansion strategy into the Indian market, focusing on a combination of organic and inorganic growth:

Phase 1: Market Entry and Partnership Development (1-2 years)

  • Market Research: Conduct thorough market research to identify key segments, unmet needs, and potential partners.
  • Strategic Partnerships: Form strategic partnerships with local players, including NGOs, healthcare providers, and technology companies.
  • Joint Ventures: Explore joint ventures with Indian companies to leverage local expertise and build brand recognition.
  • Pilot Projects: Launch pilot projects in select regions to test product-market fit and gather customer feedback.
  • Localization: Adapt product features, marketing materials, and customer support to the Indian context.

Phase 2: Expansion and Growth (3-5 years)

  • Scale Operations: Expand operations and establish a local presence through offices, distribution channels, and manufacturing facilities.
  • Product Development: Develop new products and solutions specifically tailored to the Indian market.
  • Marketing and Sales: Implement targeted marketing campaigns and build a strong sales team with local expertise.
  • Investment in Technology: Invest in technology and analytics to optimize operations, improve customer experience, and gain competitive advantage.

Phase 3: Consolidation and Innovation (5+ years)

  • Consolidate Market Share: Focus on consolidating market share and expanding into new segments.
  • Innovation and R&D: Invest in research and development to create innovative solutions and maintain a leadership position.
  • Sustainability: Integrate sustainability principles into operations and product development.
  • Social Impact: Contribute to social impact initiatives related to disability inclusion and accessibility.

Inorganic Growth:

  • Acquisitions: Consider acquiring complementary businesses in the Indian market to expand product offerings, enhance market reach, and gain access to local expertise.

5. Basis of Recommendations

These recommendations are based on the following considerations:

  • Core Competencies and Mission: Planet Abled?s core competencies in technology and analytics, combined with their mission to empower people with disabilities, align well with the opportunities in the Indian market.
  • External Customers and Internal Clients: The recommendations address the needs of both external customers, by providing accessible and affordable solutions, and internal clients, by ensuring a smooth expansion process.
  • Competitors: The recommendations acknowledge the competitive landscape and aim to differentiate Planet Abled through innovation, partnerships, and a focus on the specific needs of the Indian market.
  • Attractiveness: The Indian market offers significant growth potential and a large addressable market for assistive technology.
  • Assumptions: The recommendations are based on the assumption that the Indian economy will continue to grow and that the government will continue to support initiatives related to disability inclusion and accessibility.

6. Conclusion

Planet Abled has a significant opportunity to expand into the Indian market and make a positive impact on the lives of millions of people with disabilities. By adopting a phased expansion strategy, leveraging partnerships, and adapting their business model to the Indian context, Planet Abled can achieve sustainable growth and establish a strong presence in this emerging market.

7. Discussion

Alternatives:

  • Direct Entry: A direct entry strategy would involve setting up operations in India without any partnerships. This approach could be more challenging and risky, as Planet Abled would need to navigate the market independently.
  • Licensing Model: A licensing model would involve granting licenses to local companies to manufacture and sell Planet Abled?s products. This approach could be less demanding but would also limit control over product quality and brand image.

Risks:

  • Regulatory Challenges: Navigating complex regulations and obtaining necessary approvals.
  • Cultural Differences: Overcoming communication barriers and adapting to different business practices.
  • Competition: Facing intense competition from local and international players.
  • Economic Uncertainty: Potential impact of economic fluctuations on consumer spending.

Key Assumptions:

  • The Indian economy will continue to grow and the government will support initiatives related to disability inclusion and accessibility.
  • Planet Abled will be able to successfully adapt its business model to the Indian context.
  • Strong partnerships will be established with local players.

8. Next Steps

  • Develop a detailed market entry plan: This plan should outline the specific steps involved in each phase of the expansion strategy, including timelines, budgets, and key performance indicators.
  • Identify and evaluate potential partners: Conduct due diligence on potential partners and negotiate mutually beneficial agreements.
  • Establish a local team: Recruit local talent with expertise in the Indian market and assistive technology.
  • Develop a localized product strategy: Adapt existing products and develop new solutions tailored to the Indian market.
  • Secure funding: Secure necessary funding to support the expansion strategy.

By taking these steps, Planet Abled can successfully navigate the challenges and opportunities of the Indian market and achieve its goal of taking the world to India.

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Case Description

Planet Abled is a woman-led, for-profit social venture based in New Delhi, India, offering customized tours around India and South Asia for people of all disabilities. Planet Abled was formed in 2016 by its chief executive officer, Neha Arora-herself a daughter of two disabled parents. Planet Abled's start-up story explains how social ventures can repurpose traditional travel to reveal and reverse multiple types of stigmas (public, cultural, social, and structural) as well as defy and defend against the self-stigmatization of the one billion disabled people in the world (15 per cent of the global population).

Part A of the case presents the real-time conundrum of continuity of mission in the time of COVID-19 given the complete cessation of travel following the declaration of the pandemic and the lack of economic assistance from the Indian government. Part B describes real-time experiments Planet Abled undertook in a concerted and creative team effort to survive against all odds in the first year of the global pandemic-a period of unprecedented hardship for the global tourism industry. Part C jumps forward to discuss how Arora's mid-2022 epiphany culminated in an early 2023 tipping point for Planet Abled and the global tourism industry. The three-part Planet Abled case series invites learners to drive system change by engaging them in real-time dilemmas about diversity and inclusion in the specific context of disability rights.

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