Harvard Case - MTS India: Organic Growth, Partnership, or Exit?
"MTS India: Organic Growth, Partnership, or Exit?" Harvard business case study is written by Somnath Chakrabarti, Shubhendu Dutta. It deals with the challenges in the field of Marketing. The case study is 12 page(s) long and it was first published on : Apr 20, 2017
At Fern Fort University, we recommend MTS India pursue a strategic partnership with a strong player in the Indian healthcare market, leveraging their existing infrastructure and expertise to expand its reach and offer a comprehensive healthcare solution. This partnership will allow MTS to capitalize on the growing demand for affordable healthcare in India while mitigating the risks associated with organic growth or a complete exit.
2. Background
MTS India is a subsidiary of a global telecommunications company, MTS, operating in the Indian mobile market. The company faces a challenging environment with intense competition, declining ARPU (Average Revenue Per User), and increasing data consumption. MTS India is exploring various options for its future, including organic growth, strategic partnerships, or an exit from the Indian market.
The case study's main protagonists are:
- MTS India Management: They are tasked with evaluating the company's future direction and making a strategic decision.
- MTS Global: They have a vested interest in the success of MTS India and must consider the impact of any decision on the global brand.
- Indian Healthcare Market: This market is characterized by high growth potential, but also by complex regulatory environments and challenges in accessing quality healthcare.
3. Analysis of the Case Study
To analyze MTS India's situation, we will employ a combination of frameworks:
1. SWOT Analysis:
- Strengths: Strong brand recognition, existing infrastructure, established customer base, access to global resources.
- Weaknesses: Declining ARPU, limited healthcare expertise, intense competition, regulatory hurdles.
- Opportunities: Growing demand for affordable healthcare, potential for partnerships, technological advancements in telemedicine.
- Threats: Competition from established players, regulatory changes, economic slowdown.
2. Porter's Five Forces:
- Threat of New Entrants: High, due to low barriers to entry in the mobile market.
- Bargaining Power of Buyers: High, as consumers have many choices and can easily switch providers.
- Bargaining Power of Suppliers: Low, as MTS has access to a wide range of suppliers.
- Threat of Substitutes: High, due to the availability of alternative communication technologies (e.g., internet-based communication).
- Competitive Rivalry: Very high, with numerous established players and aggressive competition.
3. PESTEL Analysis:
- Political: Government policies promoting digitalization and affordable healthcare offer opportunities.
- Economic: Economic growth and rising disposable incomes create a favorable environment for healthcare services.
- Social: Growing demand for quality healthcare and a preference for convenient access.
- Technological: Advancements in telemedicine and digital health solutions offer opportunities for innovation.
- Environmental: Limited impact on MTS India's operations.
- Legal: Strict regulations in the healthcare sector pose challenges for market entry and operations.
4. Marketing Analysis:
- Market Segmentation: MTS India can target various segments, including low-income individuals seeking affordable healthcare, middle-class families seeking convenient access, and corporate clients seeking employee healthcare solutions.
- Target Market Selection: Focus on underserved segments with high growth potential, such as rural populations and low-income communities.
- Brand Positioning: Position MTS India as a trusted and reliable provider of affordable and accessible healthcare solutions.
- Marketing Mix (4Ps):
- Product: Offer a comprehensive healthcare package including teleconsultations, health insurance, and access to medical facilities.
- Price: Competitive pricing strategy with flexible payment options.
- Place: Leverage existing mobile network infrastructure and partner with healthcare providers to expand reach.
- Promotion: Implement a multi-channel marketing strategy, including digital marketing, social media, and partnerships with NGOs.
4. Recommendations
MTS India should pursue a strategic partnership with a reputable healthcare provider in India. This partnership should be structured to leverage the following:
- Existing Infrastructure: MTS's strong network infrastructure and customer base can be used to reach a wider audience.
- Expertise: Partnering with a healthcare provider will provide access to expertise in healthcare delivery, regulatory compliance, and patient care.
- Financial Resources: The partnership can provide access to additional financial resources for expansion and innovation.
Key Steps in Implementing the Partnership:
- Identify Potential Partners: Conduct thorough due diligence on potential partners, assessing their financial stability, expertise, and alignment with MTS's vision.
- Negotiate Partnership Agreement: Define clear roles and responsibilities, revenue sharing models, and governance structures.
- Develop Joint Marketing Strategy: Leverage MTS's existing marketing channels and customer base to promote the new healthcare offering.
- Pilot Launch: Start with a pilot launch in a selected region to test the service and gather feedback.
- Scale Up: Based on the success of the pilot, gradually expand the service to other regions.
5. Basis of Recommendations
This recommendation considers the following factors:
- Core Competencies and Consistency with Mission: The partnership aligns with MTS's core competencies in technology and communication, while expanding its reach into the healthcare market.
- External Customers and Internal Clients: The partnership addresses the needs of both existing and potential customers seeking affordable healthcare solutions.
- Competitors: The partnership will allow MTS India to compete more effectively with established players in the healthcare market.
- Attractiveness: The partnership offers significant potential for growth and profitability, leveraging the growing demand for affordable healthcare in India.
6. Conclusion
By pursuing a strategic partnership with a leading healthcare provider, MTS India can capitalize on the growing demand for affordable healthcare, leverage its existing infrastructure, and mitigate the risks of organic growth or an exit. This partnership will allow MTS India to establish itself as a key player in the Indian healthcare market, contributing to its long-term growth and profitability.
7. Discussion
Other alternatives considered include:
- Organic Growth: This option presents significant challenges, including high investment costs, intense competition, and regulatory hurdles.
- Exit from the Indian Market: This option would result in the loss of a valuable market opportunity and may negatively impact the global brand.
Risks and Key Assumptions:
- Partner Selection: Choosing the right partner is crucial for the success of the partnership.
- Integration Challenges: Integrating the two companies' systems and processes can be challenging.
- Regulatory Compliance: Navigating the complex regulatory landscape in the Indian healthcare market can be challenging.
8. Next Steps
- Identify and evaluate potential partners: Conduct thorough due diligence on potential partners within the next 3 months.
- Negotiate partnership agreement: Finalize the partnership agreement within 6 months.
- Develop joint marketing strategy: Develop and implement a joint marketing strategy within 9 months.
- Pilot launch: Launch the pilot program in a selected region within 12 months.
- Scale up: Based on the success of the pilot, expand the service to other regions within 18 months.
By taking these steps, MTS India can successfully implement a strategic partnership and establish itself as a leading provider of affordable healthcare solutions in the Indian market.
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Case Description
In June 2015, Mobile TeleSystems (MTS) India was considering its future in the Indian telecom market. MTS India, a global telecommunications (telecom) brand, had been operating in the country since March 2009. It had gone through difficult phases marked by India's regulatory regime and the global economic crisis. Although the Indian telecom market had immense potential, MTS India's success was stifled by a lack of telecom resources and in the inability to successfully manage the macro environment. Over the years, the company had adopted multiple strategies to drive business growth. However, due to the incompatible telecom ecosystem, including technology and devices, the company was not able to achieve its intended objectives in India. The chief executive officer was evaluating several strategic options in light of intense competition and a geopolitical crisis faced by MTS India's parent company in Russia.
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