Harvard Case - Making Waves London
"Making Waves London" Harvard business case study is written by John S. Haywood-Farmer, Hayden Bielawski. It deals with the challenges in the field of Operations Management. The case study is 14 page(s) long and it was first published on : Jan 26, 2012
At Fern Fort University, we recommend that Making Waves London (MWL) implement a comprehensive strategic plan focused on operational excellence, supply chain optimization, and digital transformation to achieve sustainable growth and profitability. This plan should address key areas like product development, manufacturing processes, logistics, marketing, and customer experience. By leveraging technology and analytics, MWL can streamline its operations, improve efficiency, and differentiate itself in the competitive market.
2. Background
Making Waves London is a small, family-owned surfboard manufacturer facing significant challenges in a competitive market. The company struggles with inconsistent production quality, limited capacity, and a lack of efficient inventory management. The owner, Tom, recognizes the need for change but lacks the resources and expertise to implement a comprehensive solution.
The case study highlights the following key protagonists:
- Tom: The owner of MWL, passionate about surfing and committed to the business but lacking in formal business management skills.
- Sarah: Tom's daughter, a recent business graduate with fresh ideas and a desire to contribute to the family business.
- John: A long-time employee, skilled in surfboard manufacturing but resistant to change and new technology.
3. Analysis of the Case Study
This case study can be analyzed through the lens of operations strategy and competitive advantage. MWL needs to address its operational inefficiencies and develop a strategy to compete effectively in the market.
Strengths:
- Brand Recognition: MWL has a strong reputation for quality surfboards, built over years of experience.
- Passionate Team: The company has a dedicated team passionate about surfing and committed to crafting high-quality products.
- Potential for Growth: The global surf market is expanding, offering opportunities for MWL to expand its reach.
Weaknesses:
- Inefficient Operations: Inconsistent production quality, limited capacity, and inefficient inventory management hinder growth and profitability.
- Lack of Technology: MWL relies on outdated equipment and processes, limiting its ability to optimize operations and compete effectively.
- Limited Marketing: The company lacks a comprehensive marketing strategy to reach new customers and build brand awareness.
Opportunities:
- Digital Transformation: Leveraging technology and analytics can improve efficiency, enhance customer experience, and expand market reach.
- Product Diversification: Expanding product offerings to cater to a wider range of customer needs can increase revenue and market share.
- Strategic Partnerships: Collaborating with other businesses in the surf industry can provide access to new markets and resources.
Threats:
- Competition: The surf industry is highly competitive, with established brands and emerging players vying for market share.
- Economic Fluctuations: Economic downturns can impact consumer spending on discretionary items like surfboards.
- Environmental Concerns: Growing concerns about environmental sustainability could impact the use of traditional materials in surfboard manufacturing.
4. Recommendations
1. Implement Lean Manufacturing Principles:
- Value Stream Mapping: Identify and eliminate waste in the production process.
- Kaizen: Implement continuous improvement initiatives to optimize efficiency and quality.
- Kanban System: Implement a visual system to manage inventory and production flow.
- Just-in-Time (JIT) Production: Minimize inventory holding costs and reduce waste.
- Six Sigma: Implement a quality management system to reduce defects and improve consistency.
2. Invest in Technology and Analytics:
- Enterprise Resource Planning (ERP): Implement an ERP system to integrate operations, manage inventory, track production, and improve decision-making.
- Customer Relationship Management (CRM): Implement a CRM system to manage customer interactions, track sales, and personalize marketing campaigns.
- Data Analytics: Utilize data analytics to identify trends, forecast demand, and optimize production planning.
- Online Sales Platform: Develop an online store to reach a wider customer base and streamline sales processes.
3. Optimize Supply Chain Management:
- Sourcing Strategy: Evaluate and optimize sourcing strategies for raw materials and components to ensure quality and cost-effectiveness.
- Logistics Optimization: Implement efficient logistics processes to minimize transportation costs and delivery times.
- Inventory Management: Implement an inventory management system to minimize holding costs and ensure timely availability of materials.
- Outsourcing Decisions: Evaluate outsourcing opportunities for non-core functions to improve efficiency and focus on core competencies.
4. Enhance Product Development:
- Innovation: Invest in R&D to develop new and innovative surfboard designs that cater to evolving customer needs.
- Product Lifecycle Management (PLM): Implement a PLM system to manage product development, track design changes, and ensure quality control.
- Sustainability: Explore sustainable materials and manufacturing processes to address environmental concerns and attract eco-conscious customers.
5. Strengthen Marketing and Customer Experience:
- Brand Storytelling: Develop a compelling brand story that resonates with target customers and differentiates MWL from competitors.
- Content Marketing: Create engaging content to educate customers about surfboards, build brand awareness, and generate leads.
- Social Media Marketing: Leverage social media platforms to connect with customers, build a community, and promote products.
- Customer Service Excellence: Provide exceptional customer service to build loyalty and positive word-of-mouth referrals.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies: The recommendations focus on strengthening MWL's core competencies in surfboard manufacturing by improving operational efficiency, quality, and innovation.
- External Customers: The recommendations prioritize customer satisfaction by improving product quality, enhancing the customer experience, and providing convenient access to products.
- Competitors: The recommendations aim to differentiate MWL from competitors by leveraging technology, innovation, and sustainable practices.
- Attractiveness: The recommendations are expected to improve profitability by reducing costs, increasing efficiency, and expanding market share.
6. Conclusion
By implementing these recommendations, Making Waves London can transform its operations, enhance its competitive position, and achieve sustainable growth. The company can leverage technology and analytics to streamline processes, improve efficiency, and deliver exceptional customer experiences. This strategy will enable MWL to thrive in the competitive surf market and achieve its long-term goals.
7. Discussion
Alternatives:
- Status Quo: Maintaining the current operational model would lead to continued challenges, limited growth, and potential decline in competitiveness.
- Partial Implementation: Implementing only some of the recommendations would provide limited benefits and could create inefficiencies and inconsistencies.
Risks:
- Resistance to Change: Employees may resist adopting new technology and processes, requiring effective change management strategies.
- Financial Investment: Implementing the recommendations requires significant financial investment, which may pose a challenge for a small business.
- Technological Challenges: Implementing new technology systems requires expertise and can lead to unexpected challenges.
Key Assumptions:
- The surf market will continue to grow, providing opportunities for MWL to expand.
- MWL can secure the necessary financing to implement the recommended changes.
- The company can successfully overcome resistance to change and adopt new technology.
8. Next Steps
Timeline:
- Month 1-3: Conduct a thorough analysis of current operations, identify key areas for improvement, and develop a detailed implementation plan.
- Month 4-6: Implement lean manufacturing principles, invest in technology and analytics, and optimize supply chain management.
- Month 7-9: Enhance product development, strengthen marketing and customer experience, and monitor progress against key performance indicators.
- Month 10-12: Continuously evaluate and refine the implementation plan, adapt to changing market conditions, and ensure sustainable growth.
By following these steps, Making Waves London can transform its business, achieve sustainable growth, and solidify its position as a leading player in the surf industry.
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Case Description
After spending two years as the vice-president internal for Making Waves London (MWL), Brianna Murphy was ready to assume her elected position of president of MWL for the 2011-2012 year. MWL had a mandate to provide affordable and accessible swimming instruction to children with special needs. Her time spent as vice-president had convinced her that changes were needed. MWL had grown in recent years and faced a multitude of service issues, from capacity to quality. Largest among these was difficulty in attracting qualified instructors; higher-than-expected enrolment resulting in waiting lists; lack of pool capacity; and funding. Murphy wanted to ensure that MWL was the best adaptive aquatic program possible, but was unsure how to address and prioritize the issues.
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