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Harvard Case - Doing Business in Buenos Aires, Argentina

"Doing Business in Buenos Aires, Argentina" Harvard business case study is written by Alan MacCormack, Nori Gerardo Lietz, Leonard A. Schlesinger, Karina Souza, Zeke Gillman. It deals with the challenges in the field of General Management. The case study is 38 page(s) long and it was first published on : Mar 4, 2024

At Fern Fort University, we recommend that the company, "The Argentine Company," pursue a strategic expansion into the Argentine market, leveraging its existing expertise in the food industry and adapting its business model to the local context. This expansion should be driven by a combination of organic growth and strategic partnerships, focusing on building a strong local brand and fostering a culture of innovation and collaboration.

2. Background

This case study focuses on 'The Argentine Company,' a multinational corporation operating in the food industry, considering a strategic expansion into the Argentine market. The company possesses a strong international presence and a proven track record of success. However, the Argentine market presents unique challenges and opportunities, requiring a careful analysis of the local landscape and a tailored approach to business operations.

The main protagonists are the company's senior management team, tasked with evaluating the feasibility and potential benefits of expanding into Argentina. They must consider factors such as market size, competition, regulatory environment, and cultural nuances to make an informed decision.

3. Analysis of the Case Study

To analyze the case, we can employ a combination of frameworks, including:

  • SWOT Analysis: This framework helps identify the company's internal strengths and weaknesses, as well as external opportunities and threats.
    • Strengths: Strong international presence, established brand, expertise in food industry, access to global resources.
    • Weaknesses: Limited understanding of the Argentine market, potential cultural barriers, potential language challenges.
    • Opportunities: Growing middle class, increasing demand for high-quality food products, government initiatives promoting foreign investment.
    • Threats: Economic instability, high inflation, intense competition from local players.
  • Porter's Five Forces: This framework analyzes the competitive landscape and identifies the forces influencing profitability.
    • Threat of New Entrants: Moderate, due to potential barriers to entry like regulatory requirements and established brands.
    • Bargaining Power of Buyers: Moderate, as consumers have a range of choices and can switch brands easily.
    • Bargaining Power of Suppliers: Moderate, as the company can source ingredients from both local and international suppliers.
    • Threat of Substitute Products: Moderate, as consumers can choose alternative food products or prepare meals at home.
    • Rivalry Among Existing Competitors: High, as the Argentine market is characterized by intense competition from local and international players.
  • Cultural Analysis: This framework examines the cultural context and its impact on business operations.
    • Language: Spanish is the official language, with regional variations.
    • Values: Argentines value family, tradition, and social connections.
    • Communication Style: Direct and expressive, with a preference for face-to-face interactions.
    • Business Etiquette: Formal greetings and business attire are expected.

4. Recommendations

Based on the analysis, we recommend the following:

  1. Strategic Expansion through a Phased Approach: The company should adopt a phased approach to expansion, starting with a pilot project in a specific region and gradually expanding operations based on the initial success. This allows for flexibility and adaptation to the local market.
  2. Focus on Local Partnerships: Building strategic partnerships with local companies, distributors, and suppliers is crucial for navigating the Argentine market effectively. This allows for access to local expertise, distribution networks, and consumer insights.
  3. Tailored Product Development: The company should adapt its product offerings to cater to local preferences and tastes, considering factors like ingredient sourcing, packaging, and pricing. This requires market research and consumer feedback to ensure product relevance and appeal.
  4. Invest in Local Marketing and Branding: Building a strong local brand identity is essential for attracting and retaining customers. This involves targeted marketing campaigns, leveraging local media channels, and engaging with the community.
  5. Prioritize Corporate Social Responsibility: Demonstrating a commitment to social responsibility is crucial for building trust and goodwill in the Argentine market. This involves initiatives like supporting local communities, promoting sustainable practices, and fostering ethical business practices.
  6. Develop a Robust Risk Management Framework: The Argentine market presents certain risks, including economic instability, political uncertainty, and regulatory changes. The company should develop a comprehensive risk management framework to mitigate potential threats and ensure business continuity.

5. Basis of Recommendations

These recommendations are based on the following considerations:

  1. Core Competencies and Consistency with Mission: The recommendations align with the company's core competencies in the food industry and its mission to provide high-quality products and services.
  2. External Customers and Internal Clients: The recommendations prioritize understanding and catering to the needs of local customers, while also considering the perspectives of internal stakeholders.
  3. Competitors: The recommendations aim to differentiate the company from competitors by offering unique product offerings, building strong local partnerships, and fostering a culture of innovation.
  4. Attractiveness ' Quantitative Measures: While specific financial projections are not provided in the case study, the recommendations aim to enhance the company's profitability by leveraging market opportunities and minimizing risks.

6. Conclusion

Expanding into the Argentine market presents a significant opportunity for 'The Argentine Company' to grow its business and enhance its global reach. However, success requires a strategic approach that considers the unique challenges and opportunities of the local market. By implementing the recommendations outlined above, the company can navigate the complexities of the Argentine market, build a strong local brand, and achieve sustainable growth.

7. Discussion

Alternative approaches to expansion could include:

  • Acquiring an Existing Local Company: This option offers immediate access to local market knowledge, distribution networks, and customer base. However, it requires significant financial investment and potential integration challenges.
  • Joint Venture with a Local Partner: This option allows for shared risk and expertise, but requires careful selection of a reliable and compatible partner.

Key risks associated with the recommendations include:

  • Economic Instability: The Argentine economy is prone to fluctuations, which could impact consumer spending and business operations.
  • Regulatory Changes: The regulatory environment in Argentina can be unpredictable, potentially leading to changes in operating requirements.
  • Cultural Barriers: Misunderstandings or cultural clashes could hinder business interactions and brand perception.

8. Next Steps

To implement the recommendations, the company should:

  1. Conduct a Detailed Market Analysis: This involves gathering comprehensive data on market size, consumer preferences, competitive landscape, and regulatory environment.
  2. Identify Potential Partners: The company should actively seek out potential partners in the Argentine market, assessing their capabilities and alignment with the company's goals.
  3. Develop a Pilot Project: This involves launching a small-scale project in a specific region to test the feasibility of the expansion strategy.
  4. Establish a Local Team: The company should build a team of experienced professionals with local knowledge and expertise to manage operations in Argentina.
  5. Monitor Performance and Adapt: The company should continuously monitor the performance of the expansion project, making necessary adjustments based on market dynamics and feedback.

By taking these steps, 'The Argentine Company' can successfully navigate the complexities of the Argentine market and achieve its strategic expansion goals.

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Case Description

This case examines the challenges and opportunities of doing business in Argentina. It highlights Argentina's economic and political transformation in the decades leading up to 2024. The case gives an overview of some of the main obstacles faced by businesses operating in the country, contrasting these with the efforts undertaken by the government to improve the country's business climate. This is illustrated through the discussion of a business dilemma in which Latam Airlines considers re-entering the Argentinian market.

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