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Harvard Case - HP 3D Printing

"HP 3D Printing" Harvard business case study is written by Joan Jane Marcet. It deals with the challenges in the field of Operations Management. The case study is 20 page(s) long and it was first published on : Dec 19, 2019

At Fern Fort University, we recommend that HP 3D Printing leverage its strong brand recognition, technological prowess, and existing customer base to establish a dominant position in the rapidly growing 3D printing market. This strategy will involve a multi-pronged approach, focusing on:

  • Expanding product offerings: Developing a comprehensive portfolio of 3D printing solutions catering to diverse customer needs across various industries.
  • Building a robust ecosystem: Fostering partnerships with leading software developers, material suppliers, and service providers to create a comprehensive 3D printing ecosystem.
  • Investing in innovation: Continuously pushing the boundaries of 3D printing technology through strategic R&D investments and strategic acquisitions.
  • Strengthening supply chain management: Optimizing its supply chain for efficiency and agility to meet the growing demand for 3D printing solutions.
  • Leveraging digital transformation: Embracing digital technologies to enhance customer experience, streamline operations, and gain valuable insights from data.

2. Background

The case study focuses on HP's foray into the 3D printing market, highlighting the company's initial struggles to gain traction despite its technological advancements. The main protagonists are:

  • HP: A global technology giant seeking to establish a foothold in the emerging 3D printing market.
  • Stephen Nigro: HP's head of 3D printing, tasked with leading the company's efforts to capitalize on the burgeoning industry.
  • Industry players: Competitors like Stratasys, 3D Systems, and MakerBot, all vying for market share in the nascent 3D printing landscape.

3. Analysis of the Case Study

The case study highlights several key challenges HP faced:

  • Market immaturity: The 3D printing market was still nascent, lacking clear industry standards and a well-defined customer base.
  • Technological complexity: 3D printing technology was evolving rapidly, requiring significant investments in R&D and continuous innovation.
  • Competitive landscape: The market was crowded with established players and emerging startups, making it difficult for HP to differentiate itself.
  • Supply chain inefficiencies: HP struggled to manage its supply chain effectively, leading to delays and inconsistencies in product delivery.
  • Lack of a clear strategy: HP lacked a cohesive strategy for its 3D printing business, leading to confusion and missed opportunities.

Applying the Porter's Five Forces Framework:

  • Threat of new entrants: High, due to the low barriers to entry and the presence of numerous startups.
  • Bargaining power of buyers: Moderate, as buyers have limited options but are price-sensitive.
  • Bargaining power of suppliers: Moderate, as HP relies on a limited number of suppliers for key components.
  • Threat of substitutes: Moderate, as traditional manufacturing methods still offer viable alternatives.
  • Competitive rivalry: High, due to the presence of numerous established players and emerging startups.

4. Recommendations

1. Expand Product Offerings:

  • Target diverse customer segments: Develop solutions tailored to specific industry needs, including healthcare, manufacturing, aerospace, and automotive.
  • Offer a range of price points: Provide a portfolio of products catering to different budgets, from entry-level to high-end professional solutions.
  • Focus on software and services: Develop a comprehensive software suite for design, simulation, and production management, complementing its hardware offerings.

2. Build a Robust Ecosystem:

  • Partner with leading software developers: Integrate HP's 3D printers with popular CAD/CAM software to enhance user experience and streamline workflows.
  • Collaborate with material suppliers: Develop partnerships with leading material suppliers to offer a wide range of materials optimized for specific applications.
  • Establish service partnerships: Partner with service providers to offer installation, maintenance, and training services, ensuring customer satisfaction and long-term support.

3. Invest in Innovation:

  • Prioritize R&D: Invest heavily in research and development to push the boundaries of 3D printing technology, focusing on areas like speed, resolution, and material diversity.
  • Explore disruptive technologies: Investigate emerging technologies like metal 3D printing, multi-material printing, and 4D printing to maintain a competitive edge.
  • Strategic acquisitions: Acquire promising startups and companies with innovative technologies and expertise in specific areas.

4. Strengthen Supply Chain Management:

  • Optimize inventory management: Implement a robust inventory management system to ensure timely delivery of components and materials while minimizing waste.
  • Improve logistics efficiency: Streamline logistics processes to ensure fast and reliable delivery of products to customers worldwide.
  • Leverage technology: Implement advanced supply chain management software and data analytics to optimize operations and improve visibility across the entire supply chain.

5. Leverage Digital Transformation:

  • Enhance customer experience: Develop an online platform for product information, ordering, and support, providing customers with a seamless digital experience.
  • Streamline operations: Implement cloud-based solutions to manage production, inventory, and customer relationships, improving efficiency and reducing costs.
  • Data-driven decision making: Leverage data analytics to gain insights into customer behavior, market trends, and operational performance, enabling informed decision making.

5. Basis of Recommendations

These recommendations are based on the following considerations:

  • Core competencies: HP's strengths in technology, manufacturing, and global reach provide a strong foundation for success in the 3D printing market.
  • External customers: The recommendations address the needs of diverse customer segments across various industries, ensuring a broad market appeal.
  • Internal clients: The recommendations align with HP's strategic goals of expanding into new markets and leveraging its technological capabilities.
  • Competitors: The recommendations aim to differentiate HP from its competitors by focusing on innovation, ecosystem development, and customer-centricity.
  • Attractiveness: The recommendations are expected to drive revenue growth, improve profitability, and enhance HP's market position in the long term.

6. Conclusion

By implementing these recommendations, HP can establish itself as a leader in the 3D printing market. The company's strong brand recognition, technological expertise, and commitment to innovation will enable it to capitalize on the growing demand for 3D printing solutions.

7. Discussion

Alternative Options:

  • Focus on a niche market: HP could choose to focus on a specific niche market, such as medical devices or aerospace components, rather than attempting to serve all customer segments.
  • Outsource manufacturing: HP could outsource manufacturing to third-party providers, reducing its capital investment and operational overhead.

Risks and Key Assumptions:

  • Technological advancements: The rapid pace of technological advancements in 3D printing could render HP's products obsolete quickly.
  • Market acceptance: The success of HP's strategy depends on the widespread adoption of 3D printing technology by businesses and consumers.
  • Competition: The intense competition in the 3D printing market could make it difficult for HP to gain market share.

Options Grid:

OptionAdvantagesDisadvantages
Expand Product OfferingsBroad market appeal, increased revenue streamsHigher development costs, potential for cannibalization
Build a Robust EcosystemEnhanced customer experience, increased market shareRequires significant investment, potential for partner conflicts
Invest in InnovationCompetitive advantage, market leadershipHigh risk, potential for technological obsolescence
Strengthen Supply Chain ManagementImproved efficiency, reduced costsRequires significant investment, potential for disruptions
Leverage Digital TransformationEnhanced customer experience, data-driven decision makingRequires significant investment, potential for security breaches

8. Next Steps

Timeline:

  • Year 1: Develop a comprehensive product portfolio, establish key partnerships, and invest in R&D.
  • Year 2: Launch new products, expand distribution channels, and implement digital transformation initiatives.
  • Year 3: Consolidate market position, optimize operations, and drive profitability.

Key Milestones:

  • Product launches: Release new products targeting specific customer segments.
  • Partnership agreements: Secure partnerships with leading software developers, material suppliers, and service providers.
  • R&D investments: Allocate significant resources to research and development of new technologies.
  • Supply chain optimization: Implement measures to improve inventory management, logistics efficiency, and supply chain visibility.
  • Digital transformation initiatives: Implement cloud-based solutions, data analytics platforms, and customer-facing digital platforms.

By following these recommendations and taking decisive action, HP can successfully navigate the challenges and opportunities of the 3D printing market, achieving its strategic goals and establishing itself as a leading player in this rapidly growing industry.

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Case Description

In the 2010?s, one of HP?s divisions located Barcelona, Spain, decided to enter into the 3D printing business under an OEM contract. The division was in charge of the mature large format printing business and its sustainability could be at risk if no new adjacent business was developed. Initially, HP managers thought 3D printing could leverage customers and its go-to-market strategy with the core large format printing business. So within a few years, HP entered into an incipient market of 3D printing for parts prototyping through a licensed technology model. However, given the doubtful results achieved of that investment, as well as the technological limitations of the OEM technology for addressing the serial production market, HP Palo Alto decided to abandon the 3D printing business and thus officially shut down the full program. Despite the corporate mandate to shut down the 3D printing business, a new general manager of the HP Barcelona division put together a small secret team of technologists (skunkworks) with the aim of developing its own disruptive 3D printing technology to crack the production market competing in productivity and quality. Dealing with limited resources, no visibility inside the company and huge risks, the team was able to achieve tangible evidence to generate a real breakthrough innovation in additive manufacturing. In August 2013, the general manager found the right time to disclose the strategic discovery in front of the HP executive leadership and only two months later, the CEO made a surprising announcement to the international press that HP would present its first 3D printing technology by mid-2014. The case outlines the entrepreneurship innovation process of a disruptive technology inside HP followed by bottom-up and top-down management models. From the divisional general manager perspective, the innovation opportunity was clear: define a sustainable future for the site. He built a mission-oriented organization to achieve a strategic

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