Harvard Case - Express Bike Works: Washing in Style
"Express Bike Works: Washing in Style" Harvard business case study is written by Arun P. Sasi, Amol Dhaigude. It deals with the challenges in the field of General Management. The case study is 4 page(s) long and it was first published on : Apr 28, 2020
At Fern Fort University, we recommend that Express Bike Works (EBW) implement a strategic plan focused on digital transformation, brand expansion, and sustainable operations to capitalize on the growing demand for eco-friendly bike washing services and achieve sustainable growth. This plan will involve leveraging technology and analytics to optimize operations, expanding into new markets through franchising and partnerships, and enhancing brand awareness through targeted marketing campaigns.
2. Background
Express Bike Works is a successful local bike washing business, operating in a niche market with a strong focus on customer service and environmental sustainability. The company faces challenges in scaling its operations due to limited resources and the need to maintain its high-quality standards. The case study highlights the dilemma faced by the founder, John, who needs to decide whether to expand the business through franchising or maintain its current model.
The main protagonists in the case are John, the founder of EBW, and his team, who are passionate about providing a high-quality service while minimizing environmental impact.
3. Analysis of the Case Study
To analyze EBW's situation, we will use a combination of frameworks:
a) SWOT Analysis:
- Strengths: Strong brand reputation, customer loyalty, environmentally friendly practices, experienced and dedicated team, efficient operations, and a proven business model.
- Weaknesses: Limited resources, potential for operational inefficiencies with expansion, lack of formal marketing strategy, and limited data collection and analysis.
- Opportunities: Growing demand for eco-friendly services, expansion into new markets, franchising opportunities, and leveraging technology for efficiency and customer engagement.
- Threats: Competition from traditional car washes, potential for negative environmental impact if not carefully managed, and economic downturn impacting consumer spending.
b) Porter's Five Forces:
- Threat of New Entrants: Moderate, as the barrier to entry is relatively low, but EBW's brand reputation and established customer base provide a competitive advantage.
- Bargaining Power of Buyers: Moderate, as customers have alternative options but value EBW's unique service and environmental focus.
- Bargaining Power of Suppliers: Low, as EBW uses readily available cleaning products and equipment.
- Threat of Substitutes: Moderate, as other car washes offer similar services, but EBW differentiates itself through its focus on sustainability and customer experience.
- Competitive Rivalry: Moderate, as EBW faces competition from both traditional car washes and other niche bike washing services.
c) Balanced Scorecard:
- Financial: Increase revenue through expansion, improve profitability by optimizing operations, and manage cash flow effectively.
- Customer: Enhance customer satisfaction, build brand loyalty, and expand customer base through new market entry.
- Internal Processes: Streamline operations, improve efficiency, and implement technology for data-driven decision making.
- Learning and Growth: Develop employee skills, foster innovation, and create a culture of continuous improvement.
4. Recommendations
EBW should pursue a strategic plan focused on digital transformation, brand expansion, and sustainable operations to achieve sustainable growth. This plan should include the following key initiatives:
a) Digital Transformation:
- Implement a robust information system: Develop a comprehensive system to track customer data, manage inventory, analyze performance, and improve operational efficiency.
- Leverage technology for customer engagement: Utilize online platforms, mobile apps, and social media to enhance customer service, provide real-time updates, and collect valuable feedback.
- Adopt data-driven decision making: Use analytics to identify trends, optimize resource allocation, and measure the impact of marketing campaigns.
b) Brand Expansion:
- Develop a comprehensive marketing strategy: Implement targeted marketing campaigns to reach new customer segments, build brand awareness, and highlight EBW's unique value proposition.
- Explore franchising opportunities: Carefully select franchisees who align with EBW's values and commitment to sustainability, providing them with comprehensive training and support.
- Form strategic partnerships: Collaborate with bike shops, cycling clubs, and other relevant organizations to expand reach and tap into new customer networks.
c) Sustainable Operations:
- Continuously improve environmental practices: Implement initiatives to reduce water consumption, minimize waste generation, and utilize eco-friendly cleaning products.
- Invest in sustainable infrastructure: Explore the use of renewable energy sources and implement energy-efficient practices to minimize EBW's environmental footprint.
- Promote corporate social responsibility: Engage in community initiatives, support environmental causes, and promote sustainable practices among employees and customers.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with EBW's core competencies in providing high-quality bike washing services and its mission to promote environmental sustainability.
- External customers and internal clients: The recommendations address the needs of both external customers seeking a convenient and eco-friendly bike washing experience and internal clients, including employees and franchisees.
- Competitors: The recommendations aim to differentiate EBW from competitors by leveraging technology, expanding into new markets, and strengthening its brand image.
- Attractiveness: The recommendations are expected to increase revenue, improve profitability, and enhance brand value, contributing to EBW's long-term growth and sustainability.
6. Conclusion
By implementing a strategic plan focused on digital transformation, brand expansion, and sustainable operations, EBW can capitalize on the growing demand for eco-friendly bike washing services, expand its reach, and achieve sustainable growth. This plan will require a commitment to innovation, strategic partnerships, and a strong focus on customer satisfaction and environmental responsibility.
7. Discussion
Alternative options for EBW include focusing solely on organic growth, expanding through acquisitions, or partnering with existing car wash businesses. However, these options present challenges such as slower growth, potential integration issues, and a compromise on EBW's brand identity.
The key assumptions underlying these recommendations include the continued growth of the cycling market, the increasing demand for environmentally friendly services, and the availability of qualified franchisees and strategic partners.
8. Next Steps
EBW should implement the following steps to achieve its strategic goals:
- Develop a detailed strategic plan: Define specific objectives, timelines, and resource allocation for each initiative.
- Secure funding: Explore financing options to support the implementation of the digital transformation, marketing, and expansion initiatives.
- Build a strong team: Recruit and develop talent with expertise in technology, marketing, and sustainability.
- Monitor progress and adapt: Regularly track key performance indicators (KPIs) to measure progress, identify areas for improvement, and adjust the strategy as needed.
By taking these steps, EBW can successfully navigate the challenges and opportunities of the evolving market and establish itself as a leading provider of eco-friendly bike washing services.
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Case Description
In April 2018, the owner of Express Bike Works (EBW), an Indian start-up that provided automated motorcycle washing, among other services, was planning to expand his business to various locations in South India, such as Udupi, Chennai, and Bangalore. He needed to decide whether to expand through self-owned stores or franchise stores and wondered how to select appropriate store locations. His objective was to come up with an expansion strategy that would maximize his payoff.
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