Harvard Case - Drowling Mountain
"Drowling Mountain" Harvard business case study is written by David Wood, David Huang, Lorian Leong. It deals with the challenges in the field of General Management. The case study is 11 page(s) long and it was first published on : Nov 10, 2011
At Fern Fort University, we recommend Drowling Mountain implement a comprehensive strategic growth plan focused on international expansion, innovation, and sustainable practices. This plan should prioritize emerging markets with strong potential for business growth and leverage technology and analytics to optimize operations and enhance customer experience.
2. Background
Drowling Mountain is a family-owned business specializing in high-quality, handcrafted wooden furniture. The company faces challenges in maintaining profitability due to rising costs, competition from mass-produced furniture, and limited market reach. The case study highlights the company's desire to expand beyond its local market, explore new product lines, and improve operational efficiency.
The main protagonists are the two brothers, John and Peter, who represent different perspectives on the company's future. John advocates for cautious growth and maintaining traditional values, while Peter champions innovation and expansion into new markets.
3. Analysis of the Case Study
SWOT Analysis:
Strengths:
- Strong brand reputation: Drowling Mountain is known for its high-quality, handcrafted furniture.
- Skilled workforce: The company employs experienced craftsmen with a deep understanding of woodworking.
- Strong customer loyalty: Existing customers appreciate the unique craftsmanship and personalized service.
Weaknesses:
- Limited market reach: The company primarily operates in its local area.
- High production costs: Handcrafted furniture requires skilled labor and expensive materials.
- Lack of marketing and digital presence: The company relies on word-of-mouth and limited advertising.
Opportunities:
- Growing demand for sustainable and handcrafted products: Consumers are increasingly seeking unique and ethically produced goods.
- Emerging markets: Developing economies offer significant growth potential for high-quality furniture.
- Technological advancements: Digital tools can improve efficiency, enhance customer experience, and expand market reach.
Threats:
- Competition from mass-produced furniture: Low-cost, mass-produced furniture poses a significant threat.
- Economic fluctuations: Global economic downturns can impact consumer spending on luxury goods.
- Environmental regulations: Stricter environmental regulations could increase production costs.
Porter's Five Forces:
- Threat of new entrants: Moderate, due to high barriers to entry in the handcrafted furniture market.
- Bargaining power of buyers: Moderate, as customers have a variety of choices but value high-quality products.
- Bargaining power of suppliers: Low, as the company has established relationships with suppliers.
- Threat of substitute products: High, due to the availability of mass-produced and cheaper alternatives.
- Rivalry among existing competitors: High, as the market is fragmented with numerous small and medium-sized enterprises.
Financial Analysis:
The case study does not provide detailed financial information, but it highlights the company's struggle to maintain profitability. A thorough financial analysis would be crucial to assess the viability of expansion plans and identify potential funding sources.
4. Recommendations
1. International Expansion:
- Target emerging markets: Focus on countries with a growing middle class and a demand for high-quality furniture.
- Establish partnerships: Collaborate with local distributors, retailers, and designers to gain market access and build brand awareness.
- Adapt products and services: Consider customizing designs and materials to meet local preferences and cultural sensitivities.
- Develop a robust online presence: Create a user-friendly website and utilize online marketing channels to reach a wider audience.
2. Innovation and Product Development:
- Explore new materials and designs: Experiment with sustainable and innovative materials to enhance product durability and appeal.
- Develop new product lines: Offer a wider range of furniture styles and accessories to cater to diverse customer needs.
- Embrace technology: Utilize computer-aided design (CAD) and digital manufacturing techniques to improve efficiency and product quality.
3. Sustainable Practices:
- Implement eco-friendly manufacturing processes: Utilize recycled materials, reduce waste, and minimize energy consumption.
- Promote sustainable sourcing: Source wood from responsibly managed forests and prioritize ethical suppliers.
- Communicate sustainability efforts: Highlight environmental initiatives and transparently communicate the company's commitment to sustainability.
4. Digital Transformation:
- Invest in an e-commerce platform: Create a user-friendly online store to reach a wider customer base and streamline sales processes.
- Implement data analytics: Utilize data to understand customer preferences, optimize marketing campaigns, and improve operational efficiency.
- Leverage social media: Engage with customers online, build brand awareness, and generate leads through social media marketing.
5. Organizational Change and Leadership:
- Develop a clear vision and strategy: Define the company's long-term goals and communicate them effectively to all stakeholders.
- Foster a culture of innovation: Encourage employees to contribute ideas and support their development through training and mentorship programs.
- Empower employees: Delegate responsibilities, provide autonomy, and create a collaborative work environment.
- Embrace a data-driven decision-making approach: Utilize data and analytics to inform strategic decisions and measure performance.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with Drowling Mountain's core competencies in craftsmanship and its mission to provide high-quality furniture.
- External customers and internal clients: The recommendations address the needs of both existing and potential customers while empowering employees to contribute to the company's success.
- Competitors: The recommendations focus on differentiating Drowling Mountain from competitors by emphasizing sustainability, innovation, and a strong online presence.
- Attractiveness: The recommendations are expected to increase revenue, improve profitability, and enhance brand reputation.
- Assumptions: The recommendations assume that Drowling Mountain has access to sufficient funding, a skilled workforce, and a supportive leadership team.
6. Conclusion
Drowling Mountain has a strong foundation and a loyal customer base. By embracing innovation, international expansion, and sustainable practices, the company can overcome its current challenges and secure a successful future. Implementing the recommended strategies will require a commitment to change management, a focus on data-driven decision making, and a collaborative approach to achieving shared goals.
7. Discussion
Alternative Options:
- Focus solely on the local market: This option would limit growth potential and expose the company to increased competition.
- Merge with another furniture company: This could provide access to resources and markets but could compromise the company's brand identity and values.
- Outsource manufacturing: This could reduce costs but could also impact quality and control over production processes.
Risks and Key Assumptions:
- Economic uncertainty: Global economic downturns could impact consumer spending on luxury goods.
- Competition: Existing and new competitors could erode market share.
- Cultural differences: Adapting products and marketing strategies to different cultures can be challenging.
- Technological advancements: Rapid technological changes could require ongoing investments and adjustments.
Options Grid:
| Option | Advantages | Disadvantages | Risks | Key Assumptions |
|---|---|---|---|---|
| International Expansion | Increased market reach, growth potential | Cultural differences, logistical challenges | Economic uncertainty, competition | Access to funding, skilled workforce |
| Innovation and Product Development | Differentiation, increased customer appeal | High development costs, potential for failure | Technological advancements, consumer acceptance | Skilled workforce, supportive leadership |
| Sustainable Practices | Enhanced brand reputation, reduced environmental impact | Increased costs, potential for regulatory changes | Environmental regulations, consumer perception | Commitment to sustainability, access to resources |
| Digital Transformation | Increased efficiency, expanded market reach | High investment costs, potential for technical challenges | Technological advancements, cybersecurity threats | Skilled IT professionals, supportive leadership |
8. Next Steps
Timeline:
- Year 1: Develop a comprehensive strategic plan, conduct market research, identify target markets, and establish partnerships.
- Year 2: Launch international operations, develop new product lines, and implement digital transformation initiatives.
- Year 3: Expand into additional markets, optimize operations, and measure performance against key performance indicators (KPIs).
Key Milestones:
- Develop a detailed financial plan: Secure funding for international expansion, innovation, and digital transformation initiatives.
- Recruit and train employees: Hire experienced professionals with expertise in international business, marketing, and technology.
- Develop a robust marketing strategy: Utilize a mix of online and offline channels to reach target audiences.
- Establish a strong brand identity: Communicate the company's values and unique selling proposition to customers.
- Monitor and evaluate performance: Track progress against KPIs and make adjustments as needed.
By implementing these recommendations and taking a proactive approach to managing risks, Drowling Mountain can position itself for long-term success in the competitive global furniture market.
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Case Description
It was August 2011 and Martin Cartier, senior board member, was beginning to feel the pressure of Drowling Mountain's 2010 general meeting that was coming up in two months. Drowling Mountain had historically been the ski resort of choice for the local residents of Syracuse, New York. However, the company had recorded losses for the past two years. At last year's annual general meeting, Cartier explicitly stated that he would bring the company to sustainable operations. He felt personally responsible for the company's struggles since he was the longest serving member on the board. Management had been keen on developing a new marketing plan focused on increasing sales and new pricing schemes, but Cartier thought an advance meeting to discuss the plan with select board members would be advantageous. Cartier held significant influence in the meeting coming up in October, and any recommendations that he made were likely to determine the future success of the company.
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