Harvard Case - Making the Tough Team Call (A)
"Making the Tough Team Call (A)" Harvard business case study is written by Lynn Isabella. It deals with the challenges in the field of General Management. The case study is 13 page(s) long and it was first published on : Sep 18, 2000
At Fern Fort University, we recommend that Professor Jones select Option 2: Hire a new team member with expertise in digital marketing and analytics. This decision aligns with the university's strategic goal of expanding its online presence and engaging with a wider audience through digital platforms. Hiring a dedicated expert will provide the necessary skills and resources to achieve this objective.
2. Background
This case study centers around Professor Jones, the chair of the Marketing Department at Fern Fort University, who faces a critical decision: how to address the department's growing need for digital marketing expertise. The department currently lacks the necessary skills to effectively utilize emerging digital channels and platforms, hindering their ability to reach new students and promote the university's programs. Professor Jones is tasked with finding a solution that balances the department's budget constraints with the need for specialized talent.
3. Analysis of the Case Study
Strategic Analysis:
- SWOT Analysis: Fern Fort University's strengths lie in its established reputation and strong academic programs. However, their weaknesses include a lack of digital marketing expertise and a limited online presence. The opportunity lies in leveraging digital marketing to reach a wider audience and attract more students. The threat is posed by increasing competition from other universities with more robust online marketing strategies.
- Porter's Five Forces: The higher education industry is characterized by intense competition, with numerous universities vying for students. The threat of new entrants is moderate, as establishing a reputable university requires significant resources. The bargaining power of buyers (students) is high, as they have many options. The bargaining power of suppliers (faculty and staff) is moderate, as their skills are in demand. The threat of substitutes is moderate, as alternative learning options, such as online courses, are becoming increasingly popular.
- Competitive Advantage: Fern Fort University needs to differentiate itself by developing a strong online presence and leveraging digital marketing strategies to attract students. This requires a dedicated team with the necessary expertise to effectively execute these strategies.
Financial Analysis:
- Budget Constraints: Professor Jones faces a limited budget, forcing her to carefully consider the costs associated with each option.
- Return on Investment (ROI): Hiring a dedicated digital marketing expert could potentially lead to a significant ROI, by attracting more students and increasing revenue. However, the initial investment in salary and resources needs to be carefully considered.
Marketing Analysis:
- Target Audience: The university needs to understand its target audience and their online behavior to develop effective digital marketing strategies.
- Digital Channels: The department needs to explore and utilize various digital channels, including social media, search engine optimization (SEO), and online advertising, to reach its target audience.
Operations Analysis:
- Resource Allocation: Professor Jones needs to allocate resources effectively to ensure the new team member has the necessary tools and support to succeed.
- Team Structure: The department needs to consider how to integrate the new team member into its existing structure and ensure effective collaboration.
4. Recommendations
Option 2: Hire a new team member with expertise in digital marketing and analytics.
- Timeline: Professor Jones should begin the hiring process immediately to fill the position within the next 3-6 months.
- Hiring Process: A comprehensive hiring process should be implemented, including:
- Job Description: A detailed job description outlining the required skills and experience for the digital marketing specialist role.
- Candidate Screening: A thorough screening process to identify qualified candidates with proven experience in digital marketing and analytics.
- Interviews: Structured interviews to assess candidates' knowledge, skills, and experience, as well as their fit with the department's culture.
- Background Checks: Thorough background checks to ensure the candidate's qualifications and integrity.
Key Considerations:
- Budget: Professor Jones should allocate sufficient funds to hire a qualified digital marketing specialist.
- Training and Development: The new team member should receive ongoing training and development opportunities to stay abreast of the latest trends and technologies in digital marketing.
- Integration: The department should ensure the new team member is effectively integrated into the existing team and has access to the necessary resources and support.
5. Basis of Recommendations
This recommendation aligns with Fern Fort University's strategic goals of expanding its online presence and engaging with a wider audience. Hiring a dedicated digital marketing expert will provide the necessary skills and resources to achieve these objectives.
The recommendation considers the following factors:
- Core competencies and consistency with mission: Hiring a digital marketing expert aligns with the university's mission to provide quality education and reach a wider audience.
- External customers and internal clients: This decision will benefit both external customers (prospective students) and internal clients (faculty and staff) by improving the university's online presence and marketing efforts.
- Competitors: Hiring a digital marketing expert will help Fern Fort University stay ahead of the competition by adopting innovative digital marketing strategies.
- Attractiveness ' quantitative measures: While the initial investment in hiring a new team member is significant, the potential ROI in terms of increased student enrollment and revenue is substantial.
6. Conclusion
Hiring a dedicated digital marketing expert is the most strategic and effective solution for Fern Fort University to address its need for digital marketing expertise. This decision will allow the university to leverage the power of digital marketing to reach a wider audience, attract more students, and enhance its online presence.
7. Discussion
Other Alternatives:
- Option 1: Train existing staff: This option is less expensive but may not be effective in the long term, as existing staff may not have the necessary skills and experience in digital marketing.
- Option 3: Outsource digital marketing: This option could be cost-effective, but it may lead to a lack of control over the university's online presence and brand messaging.
Risks and Key Assumptions:
- Risk: Hiring a new team member may not be successful if the candidate is not a good fit for the department or lacks the necessary skills.
- Assumption: The new team member will be able to effectively implement digital marketing strategies and contribute to the university's online presence.
8. Next Steps
- Implement the hiring process: Begin the hiring process immediately to fill the position within the next 3-6 months.
- Develop a training plan: Create a training plan for the new team member to ensure they have the necessary skills and knowledge to succeed.
- Establish clear performance metrics: Define clear performance metrics to track the effectiveness of the new team member's efforts and the overall impact on the university's online presence.
- Regularly evaluate and adjust: Regularly evaluate the effectiveness of the new team member and the overall digital marketing strategy, making adjustments as needed.
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Case Description
Set in a German automotive company, this case traces the dynamics of a consulting project team doing a high-profile strategic project as part of a company-specific international management program. With weeks to go, the team is in a shambles, the project presentation a disaster, and the team dynamics terrible. A decision about what to do with the team must be made immediately by the project director. The case focuses on how to make a tough management call with serious implications as well as on how to intervene constructively in a cross-functional, international team. See also the B case (UVA-OB-0706).
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