Harvard Case - Pleasant Ridge Habitat for Humanity Second Chance Home Supply
"Pleasant Ridge Habitat for Humanity Second Chance Home Supply" Harvard business case study is written by John J. Lawrence, Michael McCollough. It deals with the challenges in the field of Marketing. The case study is 18 page(s) long and it was first published on : Sep 1, 2018
At Fern Fort University, we recommend Pleasant Ridge Habitat for Humanity (PRHFH) implement a comprehensive marketing strategy focused on building brand awareness, driving customer engagement, and increasing revenue for their Second Chance Home Supply store. This strategy will leverage a multi-pronged approach encompassing digital marketing, community engagement, and strategic partnerships to establish PRHFH as a trusted and recognized resource for affordable home improvement materials in the community.
2. Background
Pleasant Ridge Habitat for Humanity (PRHFH) is a non-profit organization dedicated to building and rehabilitating homes for low-income families in the Pleasant Ridge community. They operate a Second Chance Home Supply store, which sells donated building materials at discounted prices to the public. The store faces challenges in attracting customers and generating revenue, despite the need for affordable home improvement options in the area.
The main protagonists of the case study are:
- Jim: The store manager, who is passionate about the mission of PRHFH but lacks experience in marketing and business development.
- The Board: The board of directors, who are concerned about the store's financial performance and are looking for solutions to improve revenue.
- The Community: The residents of Pleasant Ridge, who need affordable home improvement options but may not be aware of the Second Chance Home Supply store.
3. Analysis of the Case Study
To analyze the situation, we will employ a combination of frameworks:
SWOT Analysis:
- Strengths: PRHFH's mission-driven approach, strong community ties, and a unique value proposition of offering affordable building materials.
- Weaknesses: Lack of marketing expertise, limited resources, and a perception of being a 'hidden gem' within the community.
- Opportunities: Expanding online presence, leveraging social media, partnering with local businesses, and creating a loyalty program.
- Threats: Competition from established home improvement stores, economic downturn, and changing consumer preferences.
PESTEL Analysis:
- Political: Government policies on affordable housing and community development.
- Economic: Local economic conditions, unemployment rates, and consumer spending patterns.
- Social: Growing awareness of sustainability and environmental consciousness.
- Technological: Adoption of e-commerce and digital marketing tools.
- Environmental: Impact of climate change and resource scarcity.
- Legal: Regulations related to non-profit organizations, building codes, and environmental compliance.
Consumer Behavior Analysis:
- Target Market: Low-income families, DIY enthusiasts, homeowners seeking affordable renovation options, and individuals with environmental concerns.
- Motivations: Affordability, quality, sustainability, and community support.
- Decision-Making Process: Price sensitivity, product availability, convenience, and brand trust.
Competitive Analysis:
- Direct Competitors: Local hardware stores, discount building material suppliers, and online retailers.
- Indirect Competitors: Home improvement services, DIY workshops, and community development programs.
- Competitive Advantages: PRHFH's unique value proposition of offering affordable and sustainable building materials, coupled with their commitment to community development.
4. Recommendations
To address the challenges and capitalize on the opportunities, PRHFH should implement the following recommendations:
1. Develop a Comprehensive Marketing Strategy:
- Segmentation, Targeting, Positioning: Identify specific customer segments, tailor marketing efforts to their needs, and position the store as a trusted source for affordable, sustainable, and community-driven home improvement solutions.
- Marketing Mix (4Ps):
- Product: Expand product offerings to include a wider variety of building materials, tools, and accessories, while ensuring quality and sustainability.
- Price: Maintain competitive pricing while considering the store's non-profit status and the need to generate revenue.
- Place: Optimize store layout and inventory management for easy navigation and customer convenience.
- Promotion: Utilize a multi-channel marketing approach, including:
- Digital Marketing: Develop a user-friendly website, create engaging social media content, implement SEO and SEM strategies, and utilize email marketing campaigns.
- Community Engagement: Partner with local organizations, participate in community events, and offer workshops and educational programs on home improvement and sustainability.
- Public Relations: Generate positive media coverage, build relationships with local influencers, and leverage community partnerships for cross-promotion.
- Advertising: Explore cost-effective advertising options, such as targeted online ads, local print media, and community bulletin boards.
2. Enhance Brand Management:
- Brand Positioning: Clearly define PRHFH's brand identity, emphasizing its mission, values, and unique selling proposition.
- Brand Equity: Build brand awareness and positive associations through consistent messaging, high-quality products and services, and excellent customer experience.
- Brand Loyalty Programs: Implement a loyalty program to reward repeat customers and encourage customer retention.
3. Leverage Technology and Analytics:
- CRM (Customer Relationship Management): Implement a CRM system to track customer interactions, analyze data, and personalize marketing efforts.
- Marketing Automation Tools: Utilize marketing automation tools to streamline marketing processes, improve efficiency, and optimize campaign results.
- Data-Driven Marketing: Analyze customer data to identify trends, optimize marketing campaigns, and personalize customer experiences.
4. Foster Strategic Partnerships:
- Local Businesses: Collaborate with local businesses, such as contractors, home improvement retailers, and community organizations, to cross-promote services and reach a wider audience.
- Non-Profit Organizations: Partner with other non-profit organizations with shared values and target audiences to leverage resources and expand reach.
5. Embrace Social Responsibility:
- Sustainability: Promote sustainable building practices, source eco-friendly materials, and educate customers about responsible home improvement.
- Community Development: Continue to support affordable housing initiatives, provide job training opportunities, and contribute to the overall well-being of the community.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with PRHFH's mission of providing affordable housing and promoting community development.
- External Customers and Internal Clients: The recommendations address the needs of both external customers seeking affordable home improvement options and internal clients, such as the board of directors, who are seeking to improve the store's financial performance.
- Competitors: The recommendations consider the competitive landscape and aim to differentiate PRHFH by leveraging its unique value proposition and community focus.
- Attractiveness: The recommendations are expected to increase revenue, improve customer engagement, and enhance brand awareness, ultimately contributing to the long-term sustainability of the Second Chance Home Supply store.
6. Conclusion
By implementing these recommendations, PRHFH can effectively address the challenges it faces and position itself for sustainable growth. By focusing on building brand awareness, driving customer engagement, and leveraging technology and strategic partnerships, PRHFH can become a trusted and recognized resource for affordable home improvement materials in the Pleasant Ridge community, fulfilling its mission and achieving its financial goals.
7. Discussion
Alternative Options:
- Focusing solely on digital marketing: While digital marketing is crucial, relying solely on it might not be sufficient to reach all target segments, particularly those who are not tech-savvy or have limited internet access.
- Expanding the store's physical footprint: This option might require significant investment and could face challenges in finding suitable locations.
Risks and Key Assumptions:
- Economic downturn: A decline in the local economy could impact customer spending and revenue generation.
- Competition: The emergence of new competitors or aggressive pricing strategies from existing competitors could pose a threat.
- Technology adoption: Rapid technological advancements could require PRHFH to continuously adapt its marketing strategies and invest in new technologies.
Options Grid:
| Option | Pros | Cons | Risk | Assumption |
|---|---|---|---|---|
| Comprehensive Marketing Strategy | Increased brand awareness, customer engagement, and revenue | Requires significant effort and resources | Economic downturn, competition | Effective implementation, customer response |
| Focusing solely on digital marketing | Cost-effective, reaches a wide audience | May not reach all target segments, relies on technology | Technology adoption | Customer engagement with digital platforms |
| Expanding the store's physical footprint | Increased visibility, larger inventory | High investment, finding suitable locations | Economic downturn, competition | Customer demand, successful location selection |
8. Next Steps
To implement these recommendations, PRHFH should follow these steps:
- Develop a detailed marketing plan: This plan should outline specific goals, target audiences, marketing channels, budget, and timelines.
- Create a marketing team: Assemble a team with expertise in marketing, digital strategy, and community engagement.
- Develop a brand identity: Define PRHFH's brand values, mission, and unique selling proposition.
- Implement digital marketing strategies: Develop a website, create social media profiles, and launch email marketing campaigns.
- Engage with the community: Partner with local organizations, participate in community events, and offer educational programs.
- Monitor and evaluate results: Track key metrics, analyze data, and make adjustments to the marketing strategy as needed.
By following these steps, PRHFH can effectively implement its marketing strategy and achieve its goals of building brand awareness, driving customer engagement, and increasing revenue for its Second Chance Home Supply store.
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Case Description
In the fall of 2016, the Pleasant Ridge Habitat for Humanity Second Chance Home Supply (SCHS) store added an assistant manager in order to expand the hours the store was open and increase the store's presence on social media. The store, which sold donated building materials and some household items, was operated to generate funds for the organization's core mission of building homes for those in need in the local area. The case is set in July of 2017. The organization's executive director and the store's manager and assistant manager have reviewed the store's financial performance and discovered that both the store's sales and contribution to the organization have declined over the past year despite being open significantly longer hours. Students are placed in the shoes of the store's managers and must wrestle with why sales and contribution have declined and what they should do in response.
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