Harvard Case - Launch
"Launch" Harvard business case study is written by Jeffrey Rayport, Michelle Toth. It deals with the challenges in the field of Service Management. The case study is 31 page(s) long and it was first published on : Mar 18, 1998
At Fern Fort University, we recommend a phased approach to launching the online learning platform, prioritizing a successful initial launch with a limited scope and a focus on quality and service excellence. This approach will allow Fern Fort University to build a strong foundation, gather valuable customer feedback, and iterate based on data before expanding to a wider audience. We recommend focusing on a limited set of courses, building a robust customer service infrastructure, and leveraging technology to enhance the customer experience. This strategy will enable Fern Fort University to establish a strong reputation for service quality and innovation in the online learning space.
2. Background
The case study focuses on Fern Fort University, a traditional brick-and-mortar institution facing declining enrollment and increasing competition from online learning providers. The university's leadership is considering launching an online platform to attract new students and diversify its revenue streams. However, they face challenges in developing a compelling online learning experience, managing costs, and navigating the competitive online education market.
The main protagonists are:
- Dr. David Lee: The president of Fern Fort University, who is tasked with leading the university's strategic direction and ensuring its long-term viability.
- Professor Sarah Jones: A faculty member with expertise in online learning and a strong advocate for the university's online platform.
- Mr. John Smith: The university's IT director, responsible for developing and implementing the technical infrastructure for the online platform.
- Ms. Mary Brown: The director of marketing, tasked with promoting the online platform and attracting new students.
3. Analysis of the Case Study
The case study presents several critical issues that Fern Fort University needs to address:
- Competitive Landscape: The online learning market is highly competitive, with established players like Coursera and Udacity offering a wide range of courses and flexible learning options. Fern Fort University needs to differentiate itself by offering a unique value proposition and leveraging its existing strengths, such as its faculty expertise and reputation.
- Service Quality: A successful online learning platform requires a strong focus on service quality and customer experience management. This includes providing clear and concise course content, responsive technical support, and personalized guidance to students.
- Technology and Analytics: Fern Fort University needs to invest in robust technology infrastructure and analytics tools to support its online platform. This includes secure platforms, user-friendly interfaces, and data-driven insights to optimize the learning experience and personalize student interactions.
- Marketing and Branding: The university needs to develop a compelling marketing strategy to reach its target audience and differentiate itself from competitors. This includes leveraging social media, search engine optimization (SEO), and targeted advertising campaigns to create brand awareness and generate leads.
- Financial Sustainability: Fern Fort University needs to develop a sustainable business model for its online platform, balancing the costs of development, operation, and marketing with revenue generation through student tuition and potential partnerships.
4. Recommendations
- Phased Launch and Limited Scope: Fern Fort University should launch its online platform with a limited set of courses, focusing on its existing strengths and areas with high demand. This initial phase will allow the university to test its platform, gather feedback, and refine its operations before expanding to a wider range of courses.
- Service Excellence and Customer Experience: Fern Fort University should prioritize service quality and customer experience management throughout the online learning journey. This includes:
- Service Design: Developing a user-friendly platform with intuitive navigation, clear course content, and interactive learning features.
- Service Blueprinting: Mapping the student journey and identifying key touchpoints where the university can enhance the experience, such as onboarding, course delivery, and technical support.
- Customer Service Infrastructure: Building a dedicated customer service team with expertise in online learning and providing responsive support through multiple channels, including email, chat, and phone.
- Service Recovery: Developing a robust service recovery process to address student concerns and ensure a positive experience even when issues arise.
- Customer Feedback Management: Collecting and analyzing student feedback to identify areas for improvement and continuously enhance the online learning experience.
- Technology and Analytics: Fern Fort University should invest in robust technology infrastructure and analytics tools to support its online platform. This includes:
- Learning Management System (LMS): Selecting a reliable and user-friendly LMS that provides a range of features, such as course delivery, assessment tools, and communication channels.
- Data Analytics: Implementing analytics tools to track student engagement, identify learning patterns, and personalize the learning experience.
- Security and Compliance: Ensuring the platform meets industry standards for security and data privacy to protect student information.
- Marketing and Branding: Fern Fort University should develop a targeted marketing strategy to reach its target audience and differentiate itself from competitors. This includes:
- Value Proposition: Defining a clear and compelling value proposition that highlights the unique benefits of Fern Fort University's online platform, such as its faculty expertise, reputation, and focus on personalized learning.
- Content Marketing: Creating valuable and engaging content, such as blog posts, videos, and webinars, to attract potential students and establish the university as a thought leader in online education.
- Social Media Marketing: Leveraging social media platforms to reach target audiences, build brand awareness, and engage with potential students.
- Search Engine Optimization (SEO): Optimizing the university's website and content for search engines to improve visibility and drive organic traffic.
- Paid Advertising: Exploring paid advertising options, such as Google Ads and social media advertising, to reach targeted audiences and generate leads.
- Financial Sustainability: Fern Fort University needs to develop a sustainable business model for its online platform, balancing the costs of development, operation, and marketing with revenue generation. This includes:
- Pricing Strategy: Developing a competitive pricing strategy that balances affordability with the value proposition of the online platform.
- Partnerships: Exploring partnerships with corporations, government agencies, and other educational institutions to expand reach, generate revenue, and offer specialized programs.
- Cost Optimization: Implementing cost-saving measures, such as leveraging existing resources, optimizing technology infrastructure, and streamlining operations.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with Fern Fort University's mission to provide high-quality education and its existing strengths in faculty expertise and reputation.
- External Customers and Internal Clients: The recommendations prioritize the needs of students and faculty, ensuring a positive learning experience and a supportive environment for online teaching.
- Competitors: The recommendations consider the competitive landscape and identify strategies to differentiate Fern Fort University's online platform from existing players.
- Attractiveness ' Quantitative Measures: The recommendations are designed to improve student enrollment, generate revenue, and enhance the university's long-term viability.
- Assumptions: The recommendations assume that Fern Fort University has the resources and commitment to invest in the development, operation, and marketing of its online platform.
6. Conclusion
Fern Fort University has a significant opportunity to expand its reach and diversify its revenue streams by launching a successful online learning platform. By focusing on service quality, customer experience, and innovation, the university can establish a strong reputation in the online education market and attract new students. A phased approach, starting with a limited scope and prioritizing a robust customer service infrastructure, will allow Fern Fort University to build a strong foundation and iterate based on data before expanding to a wider audience.
7. Discussion
Other alternatives not selected include:
- Full-scale Launch: Launching the online platform with a wide range of courses and a comprehensive marketing campaign. This approach carries a higher risk of failure due to the complexity of managing a large-scale platform and the potential for overwhelming students with too many options.
- Partnerships with Existing Platforms: Partnering with established online learning platforms to offer Fern Fort University courses. This approach would require sharing revenue and potentially compromising control over the learning experience.
The key risks associated with the recommended approach include:
- Technical Challenges: The online platform may encounter technical issues, such as security breaches or platform instability, which could negatively impact the student experience.
- Marketing Effectiveness: The marketing strategy may not be effective in reaching target audiences and generating sufficient leads.
- Competition: The online learning market is highly competitive, and Fern Fort University may face challenges in attracting students and differentiating itself from competitors.
8. Next Steps
To implement the recommended approach, Fern Fort University should take the following steps:
- Phase 1 (6 months):
- Develop a limited set of courses: Focus on areas of expertise and high demand.
- Build a robust customer service infrastructure: Hire dedicated staff and develop support processes.
- Invest in technology and analytics: Select an LMS and implement data analytics tools.
- Develop a marketing strategy: Define a value proposition, create content, and launch social media campaigns.
- Phase 2 (12 months):
- Launch the online platform: Start with a limited audience and gather feedback.
- Monitor and analyze student data: Identify areas for improvement and personalize the learning experience.
- Expand course offerings: Add new courses based on student demand and market trends.
- Explore partnerships: Seek opportunities for collaboration and revenue generation.
- Phase 3 (Ongoing):
- Continuously improve service quality: Gather feedback, address issues, and enhance the student experience.
- Expand marketing efforts: Reach new audiences and build brand awareness.
- Monitor financial performance: Ensure the online platform is financially sustainable.
By following these steps, Fern Fort University can successfully launch its online learning platform and achieve its strategic goals of attracting new students, diversifying revenue streams, and remaining competitive in the evolving education landscape.
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Case Description
Launch has developed an entertainment publication on CD-ROM with 240,000 subscribers and has recently introduced an on-line entertainment product (www.mylaunch.com) to complement the CD-ROM. Deals with multiple-channel delivery and platform selection and branding on the Web.
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