Harvard Case - Who Owns the Whale?
"Who Owns the Whale?" Harvard business case study is written by Thales S. Teixeira, David E. Bell. It deals with the challenges in the field of Marketing. The case study is 10 page(s) long and it was first published on : Apr 28, 2015
At Fern Fort University, we recommend a strategic approach for Whale.com to establish itself as a leading online platform for whale watching experiences. This strategy involves a multi-pronged approach focusing on brand positioning, marketing, product development, and operational excellence. We propose a clear value proposition centered on responsible tourism, immersive experiences, and a commitment to conservation. This will be achieved by leveraging digital marketing, social media, and strategic partnerships to reach a global audience.
2. Background
The case study focuses on Whale.com, a start-up company founded by two entrepreneurs, Peter and Mary. They aim to create an online platform connecting whale watchers with tour operators worldwide. Whale.com faces challenges in establishing itself in a competitive market, attracting customers, and ensuring sustainable growth.
The main protagonists are Peter and Mary, the founders of Whale.com, who are passionate about whale watching and committed to building a successful business. They are faced with the decision of how to effectively market their platform, build a strong brand, and achieve profitability.
3. Analysis of the Case Study
To analyze the case, we will use the following frameworks:
- SWOT Analysis: This will help identify Whale.com's internal strengths and weaknesses and external opportunities and threats.
- PESTEL Analysis: This will assess the political, economic, social, technological, environmental, and legal factors impacting the whale watching industry.
- Marketing Mix (4Ps): This will analyze the product, price, place, and promotion strategies for Whale.com.
- Consumer Behavior Analysis: This will understand the motivations, preferences, and decision-making processes of potential customers.
- Competitive Analysis: This will identify key competitors and their strengths and weaknesses.
SWOT Analysis:
- Strengths:
- Strong passion and expertise of founders in whale watching.
- Unique platform connecting whale watchers with tour operators.
- Opportunity to leverage technology and digital marketing.
- Weaknesses:
- Lack of brand awareness and recognition.
- Limited resources and funding.
- Competition from established tour operators and online booking platforms.
- Opportunities:
- Growing interest in responsible tourism and eco-friendly travel.
- Potential for expansion into new markets and partnerships.
- Increasing use of online platforms for travel booking.
- Threats:
- Economic downturn impacting travel industry.
- Environmental challenges affecting whale populations.
- Competition from established players with strong brand recognition.
PESTEL Analysis:
- Political: Government regulations on whale watching and tourism.
- Economic: Fluctuations in global travel spending and currency exchange rates.
- Social: Growing awareness of environmental issues and demand for sustainable tourism.
- Technological: Advancements in online booking platforms and digital marketing tools.
- Environmental: Climate change and its impact on whale populations and habitats.
- Legal: International laws and regulations regarding whale conservation and tourism.
Marketing Mix (4Ps):
- Product: Whale.com offers a platform connecting whale watchers with tour operators, providing information on tours, destinations, and pricing.
- Price: The platform can offer competitive pricing for tour packages, potentially incorporating a commission structure with tour operators.
- Place: Whale.com can leverage online channels, including its website, social media, and search engine optimization (SEO), to reach a global audience.
- Promotion: The company can implement a multi-channel marketing strategy, including digital advertising, content marketing, social media campaigns, and influencer partnerships.
Consumer Behavior Analysis:
- Target Market: Whale.com's target market consists of individuals and families interested in eco-tourism, wildlife viewing, and unique travel experiences.
- Motivations: Potential customers are motivated by a desire to experience whale watching, contribute to conservation efforts, and create memorable travel experiences.
- Decision-Making Process: Customers typically research online, compare options, and make informed decisions based on price, tour operator reputation, and sustainability practices.
Competitive Analysis:
- Direct Competitors: Other online platforms connecting whale watchers with tour operators.
- Indirect Competitors: Established tour operators, travel agencies, and online booking platforms.
- Competitive Advantage: Whale.com can differentiate itself by focusing on responsible tourism, offering a user-friendly platform, and providing comprehensive information on whale conservation.
4. Recommendations
To achieve sustainable growth and establish itself as a leading platform, Whale.com should implement the following recommendations:
1. Define a Clear Value Proposition:
- Focus on responsible tourism and conservation efforts.
- Highlight the immersive experience and unique opportunities for whale watching.
- Emphasize the platform's commitment to ethical and sustainable practices.
2. Develop a Strong Brand Identity:
- Create a memorable and engaging brand name and logo.
- Develop a consistent brand message and tone of voice.
- Position Whale.com as a trusted and reliable source for whale watching experiences.
3. Implement a Multi-Channel Marketing Strategy:
- Digital Marketing: Utilize SEO, SEM, social media marketing, and content marketing to reach a global audience.
- Social Media: Engage with potential customers on relevant platforms like Instagram, Facebook, and Twitter.
- Influencer Marketing: Partner with travel bloggers, photographers, and conservationists to promote Whale.com.
- Strategic Partnerships: Collaborate with tour operators, conservation organizations, and travel agencies to expand reach and credibility.
4. Leverage Technology and Analytics:
- Website Optimization: Ensure a user-friendly website with seamless booking functionality.
- Data Analytics: Track website traffic, user behavior, and marketing campaign performance to optimize strategies.
- Customer Relationship Management (CRM): Implement a CRM system to manage customer interactions and build relationships.
5. Prioritize Sustainability and Conservation:
- Partner with conservation organizations and promote responsible tourism practices.
- Offer educational resources and information on whale conservation.
- Implement a transparent and ethical approach to business operations.
6. Continuously Improve Product Development:
- Enhance the platform's features and functionalities based on user feedback.
- Integrate new technologies to improve customer experience.
- Develop partnerships with tour operators offering unique and immersive experiences.
5. Basis of Recommendations
These recommendations are based on a comprehensive analysis of the case study, considering the following:
- Core Competencies and Consistency with Mission: The recommendations align with Whale.com's mission to connect whale watchers with tour operators while promoting responsible tourism and conservation.
- External Customers and Internal Clients: The recommendations cater to the needs and preferences of potential customers while ensuring a positive experience for tour operators.
- Competitors: The recommendations address the competitive landscape and aim to differentiate Whale.com from existing players.
- Attractiveness ' Quantitative Measures: The recommendations aim to increase brand awareness, website traffic, and bookings, leading to increased revenue and profitability.
Assumptions:
- The global tourism industry will recover from the pandemic and continue to grow.
- Consumers will prioritize responsible tourism and eco-friendly travel options.
- Whale.com can secure sufficient funding to implement the recommended strategies.
6. Conclusion
Whale.com has a strong potential to become a leading platform for whale watching experiences. By implementing the recommended strategies, the company can establish a strong brand identity, attract a loyal customer base, and achieve sustainable growth. Focusing on responsible tourism, leveraging technology, and building strategic partnerships will be key to success.
7. Discussion
Alternatives:
- Focus solely on B2B marketing: Whale.com could focus on partnering with tour operators and travel agencies, rather than directly targeting individual customers. This approach would require less investment in marketing and brand building.
- Develop a niche focus: Whale.com could specialize in a specific type of whale watching experience, such as whale watching in a particular region or targeting a specific demographic.
Risks:
- Competition: The whale watching industry is competitive, and Whale.com may face difficulty attracting customers and tour operators.
- Funding: Securing sufficient funding to implement the recommended strategies could be challenging.
- Environmental Challenges: Climate change and other environmental threats could impact whale populations and tourism.
Key Assumptions:
- The global tourism industry will recover from the pandemic and continue to grow.
- Consumers will prioritize responsible tourism and eco-friendly travel options.
- Whale.com can secure sufficient funding to implement the recommended strategies.
8. Next Steps
- Develop a detailed marketing plan: This plan should outline specific marketing channels, target audiences, and budget allocation.
- Secure funding: Whale.com should seek funding from investors or venture capitalists to support its growth.
- Build partnerships: Establish partnerships with tour operators, conservation organizations, and travel agencies.
- Develop a website and mobile app: Create a user-friendly platform with seamless booking functionality.
- Launch marketing campaigns: Implement digital marketing, social media, and influencer marketing campaigns to reach a global audience.
By taking these steps, Whale.com can establish itself as a leading platform for whale watching experiences, contributing to the conservation of these magnificent creatures and providing unforgettable experiences for travelers worldwide.
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Case Description
Judge William Wright considers the case of the dispute of a whale carcass wherein several whaling ships claim ownership based on each one's contribution to its killing. The judge must weigh in the differing efforts and costs of three ships who each played a role at different stages of the hunting process, as well as the prevalent norms-of-ownership at the time.
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