Harvard Case - Project Management at Kuehchic Desserts: Refreshing A Traditional Business
"Project Management at Kuehchic Desserts: Refreshing A Traditional Business" Harvard business case study is written by Arnoud De Meyer. It deals with the challenges in the field of General Management. The case study is 5 page(s) long and it was first published on : Mar 17, 2022
At Fern Fort University, we recommend Kuehchic Desserts implement a comprehensive strategic plan focused on digital transformation, innovation, and expansion into emerging markets, while maintaining its commitment to corporate social responsibility. This plan should be guided by a data-driven approach and involve a phased implementation with clear milestones and performance indicators.
2. Background
Kuehchic Desserts is a family-owned business in Singapore, specializing in traditional Malay desserts. Facing declining sales and increased competition, the company seeks to revitalize its business. The case study highlights the challenges of transitioning a traditional business into a modern, competitive environment. The main protagonists are the Kuehchic family, who are grappling with the need for change while preserving their heritage and values.
3. Analysis of the Case Study
This case study can be analyzed through the lens of several frameworks:
SWOT Analysis:
- Strengths: Strong brand recognition, established customer base, high-quality products, family-owned values.
- Weaknesses: Limited digital presence, traditional business model, lack of innovation, reliance on word-of-mouth marketing.
- Opportunities: Expanding into emerging markets, leveraging technology for online ordering and delivery, diversifying product offerings.
- Threats: Increasing competition from modern dessert shops, changing consumer preferences, rising costs of raw materials.
Porter's Five Forces:
- Threat of New Entrants: High, due to the relatively low barrier to entry in the dessert industry.
- Bargaining Power of Buyers: Moderate, as consumers have multiple options available.
- Bargaining Power of Suppliers: Low, as raw materials are readily available.
- Threat of Substitutes: High, as consumers can choose from a wide range of desserts and snacks.
- Competitive Rivalry: High, due to the presence of established players and emerging competitors.
Balanced Scorecard: This framework can be used to develop key performance indicators (KPIs) across four perspectives:
- Financial: Revenue growth, profitability, market share.
- Customer: Customer satisfaction, brand loyalty, repeat purchases.
- Internal Processes: Efficiency of operations, product quality, innovation pipeline.
- Learning and Growth: Employee engagement, talent development, technology adoption.
4. Recommendations
Kuehchic Desserts should implement the following recommendations:
1. Digital Transformation:
- Develop a robust online presence: Create an engaging website, launch an e-commerce platform, and utilize social media marketing to reach a wider audience.
- Integrate technology into operations: Implement online ordering and delivery systems, utilize mobile apps for customer engagement, and explore data analytics to understand customer preferences.
- Invest in digital marketing: Utilize targeted advertising campaigns, content marketing, and influencer collaborations to increase brand awareness and drive sales.
2. Innovation and Product Development:
- Expand product offerings: Introduce new and innovative desserts, catering to evolving consumer tastes and dietary preferences.
- Explore collaborations: Partner with other businesses to create unique dessert experiences and reach new customer segments.
- Embrace technology: Utilize AI and machine learning to develop personalized recommendations and predict consumer trends.
3. Expansion into Emerging Markets:
- Conduct thorough market research: Identify potential markets with high demand for traditional desserts and a growing middle class.
- Develop a strategic entry plan: Consider franchising, joint ventures, or direct investment depending on the market conditions.
- Adapt products and marketing strategies: Cater to local tastes and preferences while maintaining the essence of Kuehchic's heritage.
4. Corporate Social Responsibility:
- Promote sustainable practices: Implement environmentally friendly packaging, source ingredients responsibly, and reduce waste generation.
- Support local communities: Partner with charities and social enterprises, engage in community outreach programs, and create employment opportunities.
- Embrace diversity and inclusion: Foster a workplace culture that values diversity and promotes equal opportunities for all employees.
5. Basis of Recommendations
These recommendations align with Kuehchic's core competencies and mission by leveraging its traditional recipes and family values while adapting to the changing market landscape. They address the needs of both external customers and internal clients by providing innovative products, enhanced customer experiences, and a supportive work environment. By focusing on digital transformation, innovation, and expansion, Kuehchic can gain a competitive advantage in the dessert industry. The recommendations are supported by quantitative measures such as increased sales, improved customer satisfaction, and higher profitability.
6. Conclusion
Kuehchic Desserts has a strong foundation built on tradition and quality. By embracing digital transformation, innovation, and expansion, the company can revitalize its business and achieve sustainable growth. This strategic approach will not only ensure its survival in a competitive market but also enable it to become a leader in the dessert industry.
7. Discussion
Alternative options include focusing solely on traditional products and markets, or pursuing a more aggressive acquisition strategy. However, these options carry higher risks and may not be as effective in achieving long-term growth. Key assumptions include the willingness of the family to embrace change, the availability of resources for investment, and the success of the digital transformation and expansion strategies.
8. Next Steps
Kuehchic should:
- Develop a detailed strategic plan: Outline specific objectives, timelines, and responsibilities for each recommendation.
- Secure funding: Explore various financing options to support the implementation of the plan.
- Build a strong team: Recruit and develop talent with expertise in digital marketing, product development, and international business.
- Monitor progress and adapt: Regularly assess the performance of the plan and make necessary adjustments based on data and feedback.
By taking these steps, Kuehchic Desserts can successfully navigate the challenges of the modern market and secure a bright future for its business.
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Case Description
In February 2022, Daryl Lim, founder of Kuehchic Desserts, created his own recipes for kueh, bite-sized cakes local to Singapore, that are healthier and more appealing to modern tastes. Together with his friends, Sharon Tan and Shiva Kumar, he set up the business and worked out a strategy for the launch of Kuehchic. While the initial feedback on the food is positive, Lim wants to test his products with a wider tasting panel. The company also has to undertake various business development and website development tasks, which would be split among the team. After some discussion, Lim worked out a task schedule. He also estimated the time needed for each task and the sequence in which some of them had to be carried out. For reasons beyond their control, the team could only start work in July. Lim wondered if the steps he had listed out to manage the project were adequate, and if his entrepreneurship journey would be successful.
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