Harvard Case - Breadfast: International Expansion
"Breadfast: International Expansion" Harvard business case study is written by Marco Minutillo, Farah Oun, Marina Apaydin. It deals with the challenges in the field of General Management. The case study is 18 page(s) long and it was first published on : Jan 28, 2024
At Fern Fort University, we recommend Breadfast pursue a phased international expansion strategy focused on the Middle East and North Africa (MENA) region, starting with the United Arab Emirates (UAE). This strategy leverages Breadfast's existing strengths in technology, logistics, and customer service, while mitigating risks through a gradual approach and careful market analysis.
2. Background
Breadfast is a successful online grocery delivery platform operating in the Middle East. The company faces increasing competition from regional players and global giants like Amazon. To maintain its competitive advantage and achieve sustainable growth, Breadfast seeks to expand internationally.
The case study focuses on the decision-making process for international expansion, specifically considering potential target markets and the appropriate entry strategy. The main protagonists are the company's leadership team, tasked with evaluating expansion options and formulating a strategic plan.
3. Analysis of the Case Study
Strategic Analysis:
- SWOT Analysis: Breadfast possesses strengths in its technology platform, logistics infrastructure, and customer service. However, it faces weaknesses in brand recognition outside its current market and potential challenges in navigating new regulatory environments. Opportunities lie in the growing demand for online grocery delivery in emerging markets, while threats include competition from established players and potential economic instability.
- Porter's Five Forces: The online grocery delivery industry in the MENA region is characterized by moderate rivalry, high bargaining power of buyers, and moderate threat of new entrants. The bargaining power of suppliers is low due to the availability of multiple suppliers, while the threat of substitutes is moderate due to the convenience factor offered by online platforms.
Financial Analysis:
- Market Research: The MENA region presents a significant opportunity for online grocery delivery, with a growing middle class and increasing internet penetration. The UAE, in particular, boasts a high per capita income and a favorable regulatory environment for e-commerce.
- Cost Analysis: Breadfast must consider the costs associated with international expansion, including market entry costs, logistics setup, marketing, and talent acquisition.
Marketing Analysis:
- Target Market: Breadfast should focus on urban areas with high internet penetration and a young, tech-savvy population.
- Branding and Positioning: Breadfast should adapt its branding to resonate with local consumers and highlight its unique value proposition, such as its focus on fresh, local produce and convenient delivery options.
Operational Analysis:
- Supply Chain Management: Breadfast needs to establish a robust supply chain network in the target market, ensuring access to high-quality products and efficient delivery.
- Technology and Analytics: Breadfast's technology platform should be localized and adapted to meet local requirements. Data analytics will be crucial for understanding customer preferences and optimizing operations.
4. Recommendations
Phase 1: Entry into the UAE:
- Market Research and Due Diligence: Conduct thorough market research to understand consumer preferences, competitive landscape, and regulatory environment.
- Strategic Partnerships: Explore strategic partnerships with local logistics providers, grocery retailers, and payment processors to facilitate market entry and leverage existing infrastructure.
- Pilot Launch: Launch a pilot program in a select area of Dubai, focusing on a limited product selection and delivery radius. This allows for testing and refining operations before full-scale expansion.
- Marketing and Branding: Develop a localized marketing strategy that resonates with UAE consumers, emphasizing convenience, quality, and local partnerships.
- Talent Acquisition: Recruit local talent with expertise in e-commerce, logistics, and customer service to ensure cultural sensitivity and operational efficiency.
Phase 2: Expansion to Other MENA Markets:
- Evaluate Market Potential: Once the UAE operation is established, Breadfast can evaluate other MENA markets based on factors like market size, economic growth, and regulatory environment.
- Gradual Rollout: Implement a phased expansion strategy, starting with markets with similar characteristics to the UAE.
- Regional Hubs: Establish regional hubs in key locations to streamline logistics and distribution, minimizing transportation costs and ensuring product freshness.
5. Basis of Recommendations
- Core Competencies and Consistency with Mission: The recommended strategy leverages Breadfast's core competencies in technology, logistics, and customer service, aligning with its mission of providing convenient and reliable grocery delivery.
- External Customers and Internal Clients: The strategy focuses on meeting the needs of external customers in the MENA region while ensuring internal stakeholders are aligned and motivated.
- Competitors: The strategy aims to differentiate Breadfast from competitors by emphasizing local partnerships, fresh produce, and a superior customer experience.
- Attractiveness: The MENA region presents significant growth potential for online grocery delivery, with a large and growing target market. The phased approach minimizes financial risk and allows for learning and adaptation.
6. Conclusion
By pursuing a phased international expansion strategy focused on the MENA region, Breadfast can capitalize on the growing demand for online grocery delivery while mitigating risks. The company's success will depend on its ability to adapt its operations to local markets, build strong partnerships, and deliver a superior customer experience.
7. Discussion
Alternatives:
- Immediate full-scale expansion: This carries higher risk but could potentially accelerate market share gains.
- Acquisition of an existing player: This could provide immediate market access but comes with integration challenges and potential cultural clashes.
Risks:
- Regulatory hurdles: Navigating different regulatory environments can be complex and time-consuming.
- Cultural differences: Understanding local preferences and customs is crucial for successful market entry.
- Competition: Breadfast faces competition from established players and potential new entrants.
Key Assumptions:
- The MENA region will continue to experience strong economic growth and increasing internet penetration.
- Breadfast can successfully adapt its operations and branding to local markets.
- Strategic partnerships will be mutually beneficial and contribute to market success.
8. Next Steps
- Develop a detailed market entry plan for the UAE, including financial projections and key performance indicators (KPIs).
- Identify and evaluate potential strategic partners in the UAE.
- Establish a dedicated team for international expansion, with expertise in cross-cultural management and market entry strategies.
- Secure funding for the initial phase of international expansion.
- Develop a comprehensive risk management plan to address potential challenges.
By taking these steps, Breadfast can confidently pursue its international expansion goals and achieve sustainable growth in the global online grocery delivery market.
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Case Description
Breadfast is an online grocery delivery retailer founded by Mostafa Amin, Muhammad Habib, and Abdallah Nofal in Egypt in 2017. The three co-founders are now contemplating international expansion into new markets to further grow their revenues and diversify geographically. They have decided to investigate expanding into nearby Tunisia and the Kingdom of Saudi Arabia (KSA). Therefore, they must examine the macroeconomic environment and the food and beverage industry in those two countries to determine if the conditions are favourable to ensure a successful international expansion. In addition to identifying the criteria of attractiveness for each country, the co-founders must select the most appropriate market entry strategy. The online grocery retail market in Tunisia and KSA has been growing as a result of evolving consumer preferences and the COVID-19 pandemic. Both countries have favourable and unfavourable factors. Given the risks and trade-offs in each country, Breadfast must determine which market to enter and which mode of entry will increase its the chance of success.
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