Harvard Case - Mental and Natural: Building a Cloud-Based Collaboration Platform in China
"Mental and Natural: Building a Cloud-Based Collaboration Platform in China" Harvard business case study is written by Xiaomei Li, Larry Plummer. It deals with the challenges in the field of International Business. The case study is 12 page(s) long and it was first published on : May 10, 2017
At Fern Fort University, we recommend Mental and Natural adopt a phased approach to entering the Chinese market, focusing on building strategic partnerships with local players, adapting their platform to the specific needs of the Chinese market, and leveraging the existing strengths of their cloud-based collaboration platform. This strategy will allow Mental and Natural to navigate the complexities of the Chinese business environment, build trust with potential customers, and achieve sustainable growth in this promising market.
2. Background
Mental and Natural is a US-based company specializing in cloud-based collaboration platforms for the manufacturing sector. The company is seeking to expand into the Chinese market, a significant opportunity given the country's rapid industrialization and increasing demand for efficient collaboration tools. The case study highlights the challenges Mental and Natural faces, including navigating the complex regulatory landscape, understanding cultural nuances, and adapting their platform to the specific needs of the Chinese market.
The main protagonists are the founders of Mental and Natural, who are grappling with the decision of how to enter the Chinese market and the best strategy for achieving success.
3. Analysis of the Case Study
This case study can be analyzed through the lens of several frameworks, including:
1. Porter's Five Forces:
- Threat of New Entrants: The Chinese market is highly competitive, with numerous local and international players vying for market share.
- Bargaining Power of Buyers: Chinese manufacturers have significant bargaining power due to the large number of suppliers.
- Bargaining Power of Suppliers: The bargaining power of suppliers is moderate, as Mental and Natural can leverage its expertise and technology to differentiate itself.
- Threat of Substitutes: The threat of substitutes is high, as there are numerous alternative collaboration platforms available.
- Competitive Rivalry: The competitive rivalry in the Chinese market is intense, with players constantly seeking to differentiate themselves and gain market share.
2. SWOT Analysis:
- Strengths: Mental and Natural possesses a strong technology platform, a proven track record in the US market, and a dedicated team of experts.
- Weaknesses: The company lacks experience in the Chinese market, faces potential cultural barriers, and may struggle to adapt its platform to local needs.
- Opportunities: The Chinese market offers significant growth potential, with a large and rapidly growing manufacturing sector.
- Threats: The regulatory environment in China is complex, and the company faces competition from established local players.
3. Global Market Entry Strategies:
Mental and Natural can choose from various global market entry strategies, including:
- Exporting: This strategy involves selling products or services from the home country to the target market.
- Foreign Direct Investment (FDI): This strategy involves setting up a subsidiary or joint venture in the target market.
- Strategic Alliances: This strategy involves partnering with a local company to gain access to the market and share resources.
- Joint Ventures: This strategy involves creating a new entity with a local partner to share risks and resources.
4. Recommendations
Based on the analysis above, we recommend Mental and Natural adopt a phased approach to entering the Chinese market:
Phase 1: Market Research and Partnership Development (6-12 months)
- Conduct thorough market research: Understand the specific needs of Chinese manufacturers, identify potential competitors, and analyze the regulatory landscape.
- Develop strategic alliances: Partner with local companies with established networks and expertise in the manufacturing sector.
- Adapt the platform: Develop a localized version of the platform that addresses the specific needs and preferences of the Chinese market.
- Build brand awareness: Engage in targeted marketing campaigns to raise awareness of the platform among potential customers.
Phase 2: Pilot Launch and Expansion (12-24 months)
- Pilot launch: Launch the localized platform in a specific region of China to test its effectiveness and gather feedback.
- Expand operations: Based on the success of the pilot launch, expand the platform to other regions of China.
- Develop a strong local team: Hire local talent with expertise in the manufacturing sector and experience in navigating the Chinese business environment.
- Build strong customer relationships: Provide excellent customer service and support to build trust and loyalty among Chinese customers.
Phase 3: Sustained Growth and Expansion (24+ months)
- Develop a long-term growth strategy: Identify new opportunities for growth in the Chinese market, such as expanding into new industries or developing new features for the platform.
- Invest in innovation: Continuously develop and improve the platform to stay ahead of the competition and meet the evolving needs of Chinese manufacturers.
- Build a strong brand reputation: Foster a positive brand image through ethical business practices, community engagement, and corporate social responsibility initiatives.
- Monitor and adapt: Continuously monitor the market, adapt to changing conditions, and refine the company's strategy as needed.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations leverage Mental and Natural's core competency in cloud-based collaboration platforms and align with its mission of providing innovative solutions to the manufacturing sector.
- External customers and internal clients: The recommendations prioritize understanding the specific needs of Chinese manufacturers and building strong customer relationships.
- Competitors: The recommendations address the competitive landscape in the Chinese market by emphasizing the need for differentiation and building strategic alliances.
- Attractiveness: The recommendations consider the attractiveness of the Chinese market, its growth potential, and the potential for profitability.
6. Conclusion
Mental and Natural has a significant opportunity to expand into the Chinese market. By adopting a phased approach, building strategic partnerships, adapting its platform to local needs, and leveraging its existing strengths, the company can navigate the challenges of this complex market and achieve sustainable growth.
7. Discussion
- Alternative options: Other options for entering the Chinese market include acquiring a local company or establishing a wholly-owned subsidiary. However, these options carry higher risks and require significant upfront investment.
- Risks and key assumptions: The recommendations are based on the assumption that Mental and Natural can successfully navigate the regulatory landscape in China, build strong partnerships with local companies, and adapt its platform to the specific needs of the Chinese market.
- Options Grid: The following table summarizes the options considered and their respective risks and benefits:
| Option | Benefits | Risks |
|---|---|---|
| Phased Approach | Lower risk, gradual investment, flexibility to adapt | Slower growth, potential for missed opportunities |
| Acquisition | Faster market entry, access to local expertise | High cost, integration challenges, potential cultural clashes |
| Wholly-owned subsidiary | Full control, potential for higher profitability | High risk, significant upfront investment, potential for regulatory challenges |
8. Next Steps
The following timeline outlines the key milestones for implementing the recommendations:
- Months 1-3: Conduct market research, identify potential partners, and develop a localized version of the platform.
- Months 4-6: Finalize partnerships, secure necessary approvals, and establish a local team.
- Months 7-12: Launch the pilot program in a specific region of China, gather feedback, and refine the platform.
- Months 13-24: Expand operations to other regions of China, build a strong brand reputation, and develop a long-term growth strategy.
- Months 24+: Continuously monitor the market, adapt to changing conditions, and refine the company's strategy as needed.
By following these recommendations and taking a measured approach, Mental and Natural can successfully enter the Chinese market and capitalize on the significant opportunities it presents.
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Case Description
In late 2016, the entrepreneurial founder of Mental and Natural Company, a digital multimedia company in China, wanted to have ready access to China's best multimedia talent and expertise, but without burdening the company with an excessive number of employees. The entrepreneur and his team were developing a cloud-based multimedia crowdsourcing and collaboration platform, which would allow the company to quickly and easily crowdsource the needed freelance talent from around China. Yet, even before the platform was fully up and running, a new growth opportunity presented three possible options for the company to pursue. The entrepreneur and his team had just three weeks to decide on which option best fit the company's existing business model, made best use of its resources, and was the best choice to secure the company's future.
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