Harvard Case - Who Owns the Whale? (Abridged)
"Who Owns the Whale? (Abridged)" 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 2 page(s) long and it was first published on : Apr 28, 2015
At Fern Fort University, we recommend that Whale Watching Adventures (WWA) implement a comprehensive growth strategy focused on sustainable tourism and responsible whale watching practices. This strategy will involve:
- Expanding their market reach through digital marketing and strategic partnerships.
- Developing unique and engaging experiences that cater to diverse target markets.
- Strengthening their brand positioning as a leader in eco-conscious tourism.
- Implementing robust customer relationship management (CRM) systems to enhance customer experience and drive loyalty.
This strategy will enable WWA to achieve long-term growth and profitability while minimizing their environmental impact and contributing to the well-being of the whale population.
2. Background
This case study focuses on Whale Watching Adventures (WWA), a small business operating in a competitive whale watching market. WWA faces challenges in attracting new customers, managing costs, and maintaining a positive brand image. The case study highlights the ethical dilemma of balancing profit maximization with responsible whale watching practices, particularly in the face of increasing competition and environmental concerns.
The main protagonists are:
- John, the owner of WWA, who is passionate about whale watching but struggles with the financial realities of running a small business.
- The whale watching industry, which is characterized by fierce competition, varying ethical standards, and growing environmental concerns.
- The whales themselves, which are vulnerable to human activities and require careful protection.
3. Analysis of the Case Study
This case study can be analyzed using a SWOT analysis framework:
Strengths:
- Passionate and knowledgeable staff: WWA's team is dedicated to providing a high-quality experience for their customers and protecting the whales.
- Strong reputation for responsible practices: WWA has a history of adhering to ethical guidelines and minimizing their impact on the whales.
- Unique location: WWA operates in an area with a high concentration of whales, offering a unique opportunity for visitors.
Weaknesses:
- Limited marketing budget: WWA struggles to compete with larger companies with more resources for advertising and promotion.
- Lack of online presence: WWA has a limited digital footprint, making it difficult to reach new customers online.
- Limited customer data: WWA does not have a robust system for collecting and analyzing customer data, hindering their ability to personalize marketing efforts.
Opportunities:
- Growing demand for sustainable tourism: Consumers are increasingly seeking eco-conscious travel experiences.
- Expanding use of digital marketing: WWA can leverage social media, search engine optimization (SEO), and other digital channels to reach a wider audience.
- Partnerships with conservation organizations: WWA can collaborate with non-profit organizations to promote responsible whale watching and raise awareness about whale conservation.
Threats:
- Increased competition: The whale watching industry is becoming increasingly competitive, with new entrants and established companies vying for market share.
- Environmental concerns: Growing concerns about the impact of tourism on whale populations could lead to stricter regulations or public backlash.
- Economic downturn: A decline in tourism spending could negatively impact WWA's revenue.
4. Recommendations
1. Implement a comprehensive digital marketing strategy:
- Develop a user-friendly website: Create a website that showcases WWA's unique offerings, responsible practices, and customer testimonials.
- Utilize social media platforms: Engage with potential customers on platforms like Facebook, Instagram, and Twitter, sharing captivating content about whale watching experiences, conservation efforts, and behind-the-scenes glimpses of WWA's operations.
- Run targeted online advertising campaigns: Leverage search engine marketing (SEM) and social media advertising to reach specific target markets interested in eco-tourism and whale watching.
- Develop an email marketing strategy: Collect customer email addresses and send out regular newsletters with updates, promotions, and information about whale conservation.
2. Expand market reach through strategic partnerships:
- Collaborate with local businesses: Partner with hotels, restaurants, and other tourism operators to cross-promote services and attract new customers.
- Work with conservation organizations: Collaborate with non-profit organizations focused on whale conservation to offer joint tours, educational programs, and fundraising initiatives.
- Explore partnerships with travel agencies: Partner with travel agencies specializing in eco-tourism and adventure travel to offer WWA's experiences to their clients.
3. Develop unique and engaging experiences:
- Offer specialized tours: Cater to different customer segments with tailored tours, such as photography tours, family-friendly tours, and educational tours.
- Incorporate technology: Utilize technology to enhance the customer experience, such as providing interactive maps, real-time whale tracking information, and virtual reality experiences.
- Develop educational programs: Offer workshops, lectures, and presentations on whale conservation and responsible whale watching practices.
4. Strengthen brand positioning as a leader in eco-conscious tourism:
- Develop a strong brand identity: Create a memorable logo, tagline, and brand story that reflects WWA's commitment to sustainability and responsible whale watching.
- Highlight ethical practices: Clearly communicate WWA's responsible practices, including adherence to industry guidelines, minimizing noise and disturbance, and supporting conservation efforts.
- Promote sustainability initiatives: Showcase WWA's efforts to reduce environmental impact, such as using eco-friendly materials, supporting local communities, and participating in environmental cleanup programs.
5. Implement robust customer relationship management (CRM) systems:
- Collect customer data: Gather information about customer demographics, preferences, and past experiences to personalize marketing efforts.
- Develop a loyalty program: Reward repeat customers with discounts, exclusive offers, and personalized experiences.
- Provide excellent customer service: Train staff to provide exceptional customer service, address customer concerns promptly, and build lasting relationships.
5. Basis of Recommendations
These recommendations align with WWA's core competencies, mission, and external customer needs. They emphasize sustainable tourism, responsible whale watching, and customer satisfaction, ensuring consistency with WWA's values.
The recommendations consider the following factors:
- Core competencies: WWA's expertise in whale watching and commitment to responsible practices are leveraged to create unique and engaging experiences.
- External customers: The recommendations cater to the growing demand for eco-conscious travel and personalized experiences, attracting new customers and building loyalty.
- Competitors: The recommendations focus on differentiating WWA from competitors by emphasizing sustainability, customer service, and innovative experiences.
- Attractiveness: The recommendations are expected to increase revenue, improve profitability, and enhance WWA's brand reputation.
6. Conclusion
By implementing these recommendations, WWA can achieve sustainable growth and establish itself as a leader in the responsible whale watching industry. The focus on digital marketing, strategic partnerships, unique experiences, and customer relationship management will enable WWA to reach a wider audience, attract new customers, and build a strong brand reputation.
7. Discussion
Alternatives:
- Focusing solely on cost reduction: This approach could lead to a decline in service quality and damage WWA's reputation.
- Aggressive price competition: This strategy could lead to a price war, hurting profitability and potentially compromising ethical standards.
Risks:
- Increased competition: New entrants or established companies could adopt similar strategies, making it challenging to maintain a competitive edge.
- Environmental regulations: Stricter regulations could limit WWA's operations or increase costs.
- Economic downturn: A decline in tourism spending could negatively impact WWA's revenue.
Key assumptions:
- Growing demand for sustainable tourism: This assumption is based on current trends and consumer behavior, but it could be affected by economic factors or changes in consumer preferences.
- Effectiveness of digital marketing: The success of digital marketing efforts depends on factors such as budget, target audience, and content quality.
- Successful implementation of partnerships: The success of partnerships depends on the commitment and resources of all parties involved.
8. Next Steps
Timeline:
- Month 1: Develop a comprehensive digital marketing strategy and website.
- Month 2: Launch social media accounts and begin content creation.
- Month 3: Implement targeted online advertising campaigns.
- Month 4: Develop a CRM system and start collecting customer data.
- Month 5: Initiate discussions with potential partners for collaboration.
- Month 6: Launch new tours and experiences.
- Month 7: Implement a loyalty program and enhance customer service.
- Month 8: Track results and make adjustments to the strategy as needed.
Key milestones:
- Increase in website traffic and social media engagement.
- Growth in customer base and revenue.
- Positive feedback from customers and partners.
- Increased brand awareness and reputation.
By following these recommendations and diligently monitoring progress, WWA can navigate the challenges of the whale watching industry and achieve sustainable growth while contributing to the well-being of the whales and the environment.
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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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