Harvard Case - Supply Chain Coordination and Contracts in the Sharing Economy - A Case Study at Cargo
"Supply Chain Coordination and Contracts in the Sharing Economy - A Case Study at Cargo" Harvard business case study is written by Maxime Cohen, C. Daniel Guetta, Wenqiang Xiao. It deals with the challenges in the field of Entrepreneurship. The case study is 14 page(s) long and it was first published on : Apr 23, 2018
At Fern Fort University, we recommend Cargo implement a multi-pronged strategy to address its supply chain challenges and achieve sustainable growth. This strategy involves optimizing its existing platform, expanding its network of partners, leveraging technology and analytics, and adopting a data-driven approach to contract negotiation. This approach will enable Cargo to scale its operations efficiently, reduce costs, improve service quality, and gain a competitive advantage in the rapidly evolving sharing economy.
2. Background
Cargo is a disruptive startup operating in the sharing economy, connecting businesses with independent truck drivers for on-demand freight transportation. The company faces challenges in coordinating its supply chain, particularly in matching demand with available drivers and ensuring timely delivery. The case study highlights the complexities of contract negotiation and managing relationships with both drivers and businesses.
The main protagonists are founders Jeff and Greg, who are navigating the challenges of scaling their business while maintaining a strong company culture and customer focus.
3. Analysis of the Case Study
This case study can be analyzed through the lens of operations strategy, supply chain management, and strategic partnerships.
Operations Strategy:
- Demand Forecasting: Cargo faces fluctuating demand, making it difficult to predict driver availability.
- Capacity Management: The company needs to ensure sufficient driver capacity to meet demand peaks and avoid delays.
- Route Optimization: Cargo can utilize technology to optimize delivery routes and reduce transportation costs.
Supply Chain Management:
- Network Design: Cargo needs to expand its network of drivers and businesses to achieve geographic coverage and market penetration.
- Inventory Management: The company needs to manage its fleet of trucks and ensure efficient utilization.
- Information Systems: Cargo needs to develop robust information systems to track shipments, manage driver availability, and facilitate communication.
Strategic Partnerships:
- Driver Acquisition: Cargo needs to develop strategies to attract and retain drivers, potentially through incentives, training programs, and community building initiatives.
- Business Partnerships: Cargo can collaborate with logistics companies, retailers, and manufacturers to expand its customer base and offer value-added services.
4. Recommendations
1. Optimize Existing Platform:
- Develop a sophisticated matching algorithm: Leverage data analytics to improve driver-to-shipment matching based on factors like location, cargo type, and driver availability.
- Implement real-time tracking and communication: Provide businesses and drivers with real-time updates on shipment progress, improving transparency and reducing delays.
- Offer flexible scheduling options: Allow drivers to choose their working hours and routes, increasing driver satisfaction and retention.
2. Expand Network of Partners:
- Target specific industry verticals: Focus on industries with high demand for on-demand freight transportation, such as e-commerce, retail, and manufacturing.
- Develop strategic partnerships with logistics companies: Collaborate with established logistics players to access their customer base and expand Cargo?s reach.
- Explore international expansion: Identify potential markets with high growth potential and adapt the Cargo platform to local regulations and business practices.
3. Leverage Technology and Analytics:
- Invest in data analytics and machine learning: Utilize data to predict demand, optimize routes, and improve driver allocation.
- Develop a mobile app for drivers: Provide drivers with a user-friendly platform for accepting shipments, tracking progress, and managing their earnings.
- Implement a robust customer relationship management (CRM) system: Track customer preferences, manage communication, and provide personalized services.
4. Adopt a Data-Driven Approach to Contract Negotiation:
- Develop a comprehensive contract management system: Track contract terms, payment schedules, and performance metrics for both drivers and businesses.
- Utilize data analytics to identify pricing trends: Analyze historical data to determine fair pricing models for different types of shipments and locations.
- Implement a transparent and fair dispute resolution process: Establish clear guidelines for handling disputes and ensure prompt resolution.
5. Basis of Recommendations
These recommendations are based on the following considerations:
Core Competencies and Consistency with Mission:
- Cargo?s core competency lies in its technology platform and its ability to connect drivers and businesses efficiently. These recommendations enhance these capabilities.
- The recommendations align with Cargo?s mission to create a more efficient and transparent freight transportation system.
External Customers and Internal Clients:
- The recommendations prioritize customer satisfaction by improving service quality, reducing delays, and providing transparency.
- They also address driver needs by offering flexible scheduling options and a user-friendly platform.
Competitors:
- These recommendations help Cargo stay ahead of the competition by leveraging technology, expanding its network, and optimizing its operations.
Attractiveness:
- The recommendations are expected to improve profitability by reducing costs, increasing efficiency, and expanding market share.
Assumptions:
- The recommendations assume that Cargo has access to the necessary resources, including funding, technology, and talent.
- They also assume that the sharing economy will continue to grow and that demand for on-demand freight transportation will increase.
6. Conclusion
By implementing these recommendations, Cargo can overcome its supply chain challenges, achieve sustainable growth, and establish itself as a leading player in the sharing economy. The company?s focus on technology, data analytics, and strategic partnerships will enable it to deliver a superior customer experience, attract and retain drivers, and expand its market reach.
7. Discussion
Alternatives:
- Vertical Integration: Cargo could acquire its own fleet of trucks and drivers, giving it more control over its operations. However, this would require significant capital investment and could lead to increased costs and complexity.
- Outsourcing: Cargo could outsource certain functions, such as driver recruitment or customer service, to specialized companies. This could free up resources but could also lead to loss of control and potential quality issues.
Risks:
- Competition: The sharing economy is highly competitive, and new players are constantly emerging. Cargo needs to stay ahead of the curve by continuously innovating and expanding its offerings.
- Regulatory Changes: The regulatory landscape for on-demand transportation is evolving rapidly. Cargo needs to stay informed of changes and adapt its operations accordingly.
Key Assumptions:
- The recommendations assume that Cargo can attract and retain enough drivers to meet growing demand.
- They also assume that the company can secure the necessary funding to implement its growth strategy.
8. Next Steps
Timeline:
- Short-term (1-6 months): Implement a sophisticated matching algorithm, develop a mobile app for drivers, and establish a comprehensive contract management system.
- Medium-term (6-12 months): Expand the network of partners by targeting specific industry verticals and developing strategic partnerships.
- Long-term (12+ months): Explore international expansion, invest in data analytics and machine learning, and develop a robust customer relationship management system.
Key Milestones:
- Increase in driver satisfaction: Measure driver satisfaction through surveys and feedback mechanisms.
- Improved shipment delivery times: Track average delivery times and identify areas for improvement.
- Increased customer retention: Monitor customer churn rate and identify factors contributing to customer loyalty.
- Expansion of market share: Track market share growth and identify key drivers of success.
By focusing on these key milestones, Cargo can ensure that its growth strategy is on track and that it is achieving its goals.
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Case Description
Cargo's mission is to help "rideshare drivers earn more money by providing complimentary and premium products to passengers." Cargo sources goods from suppliers to provide a platform for gig economy drivers to run small convenience stores out of their vehicles. Drivers earn additional income, and riders enjoy convenient and affordable access to products during their rides. As the company grew, Cargo faced a number of supply-chain-related challenges including determining the product mix in the Cargo box, replenishment of the product, and the cost of carrying inventory. In particular, would the replenishment decision be driven by the company or the driver and who would bear the responsibility for the inventory cost? The founders also considered how to most efficiently manage its suppliers: Would a centralized or decentralized model best serve Cargo and its drivers? And, how might supply chain contracts with its suppliers help support the company's profitable growth?
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