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Harvard Case - Aaron's: Household Goods for the U.S. Base of the Pyramid

"Aaron's: Household Goods for the U.S. Base of the Pyramid" Harvard business case study is written by Michael Chu, Charles Smithgall. It deals with the challenges in the field of Social Enterprise. The case study is 28 page(s) long and it was first published on : Sep 10, 2010

At Fern Fort University, we recommend Aaron's implement a comprehensive strategy to expand its reach and impact within the U.S. Base of the Pyramid (BoP) market. This strategy should leverage Aaron's existing business model while incorporating elements of social entrepreneurship, impact investing, and sustainable business models to create shared value for both the company and the communities it serves.

2. Background

Aaron's is a leading provider of lease-to-own household goods, catering primarily to lower-income consumers. The case study highlights the company's potential to serve the BoP market, a vast segment of the U.S. population with limited access to affordable and reliable goods.

The main protagonist is Aaron's CEO, who is tasked with navigating the ethical and strategic considerations of expanding into this market. The case explores the potential benefits and challenges of serving the BoP, including:

  • Social impact: Addressing poverty and inequality by providing access to essential goods.
  • Business opportunity: Unlocking a significant and underserved market with high growth potential.
  • Ethical considerations: Balancing profit maximization with social responsibility and ensuring fair and transparent practices.

3. Analysis of the Case Study

To analyze Aaron's potential in the BoP market, we can utilize the Triple Bottom Line framework, which considers social, environmental, and economic performance.

Social:

  • Social impact: Aaron's can empower BoP consumers by providing access to essential goods, improving their quality of life and contributing to community development.
  • Diversity and inclusion: The company can promote diversity and inclusion by hiring from within the BoP communities and tailoring its products and services to their specific needs.
  • Stakeholder engagement: Aaron's can build strong relationships with community organizations, NGOs, and government agencies to understand their needs and collaborate on impactful initiatives.

Environmental:

  • Sustainable business models: Aaron's can adopt circular economy principles by offering product repair and refurbishment services, reducing waste and promoting resource efficiency.
  • Ethical supply chains: The company can ensure its suppliers adhere to ethical and sustainable practices, promoting fair labor conditions and environmental responsibility throughout its value chain.

Economic:

  • Growth strategy: The BoP market presents a significant growth opportunity for Aaron's, allowing the company to expand its customer base and increase revenue.
  • Market segmentation: Aaron's can tailor its products and services to meet the specific needs and preferences of BoP consumers, creating a competitive advantage.
  • Social finance: The company can explore partnerships with impact investors and social finance institutions to access capital specifically dedicated to social impact initiatives.

4. Recommendations

  1. Develop a dedicated BoP strategy: This strategy should define clear social impact goals, target customer segments, and outline specific product and service offerings tailored to their needs.
  2. Adopt a Hybrid Organization model: Combine elements of a for-profit business with social impact initiatives. This could involve creating a separate social enterprise subsidiary or integrating social impact goals into existing business operations.
  3. **Invest in Social Innovation: Develop innovative products and services that address the unique challenges of the BoP market, such as affordable financing options, product durability, and community-based support programs.
  4. Build strong partnerships: Collaborate with community organizations, NGOs, and government agencies to leverage their expertise and reach. This could involve joint marketing campaigns, community outreach programs, and co-development of social impact initiatives.
  5. Implement a Social Impact Measurement framework: Track and measure the social impact of Aaron's initiatives to demonstrate the company's commitment to social responsibility and inform future strategy.

5. Basis of Recommendations

These recommendations align with Aaron's core competencies and mission by leveraging its existing business model while expanding its reach and impact. They also consider the needs of external customers (BoP consumers) and internal clients (employees and stakeholders). By addressing the unique challenges of the BoP market, these recommendations create a competitive advantage for Aaron's while contributing to positive social change.

The recommendations are attractive from a quantitative perspective as well. The BoP market presents a significant growth opportunity, and by focusing on social impact, Aaron's can differentiate itself from competitors and attract a new customer base. The company can also access funding from impact investors and social finance institutions, further supporting its growth and social impact initiatives.

6. Conclusion

By embracing social entrepreneurship and adopting a triple bottom line approach, Aaron's can unlock significant opportunities in the U.S. BoP market. This strategy will not only contribute to positive social impact but also drive sustainable growth and profitability for the company.

7. Discussion

Alternative options include focusing solely on profit maximization or pursuing a traditional CSR approach. However, these options are less likely to deliver the same level of impact or long-term sustainability.

Key risks include potential difficulties in adapting its business model to the BoP market, challenges in measuring social impact, and potential backlash from stakeholders if the company is perceived as exploiting the market. These risks can be mitigated through careful planning, transparent communication, and continuous stakeholder engagement.

8. Next Steps

  1. Conduct a thorough market analysis: Identify specific BoP customer segments, their needs, and their willingness to pay for Aaron's products and services.
  2. Develop a pilot program: Test the proposed strategy in a specific geographic area to gather data and refine the approach.
  3. Secure funding: Explore impact investing and social finance options to support the expansion into the BoP market.
  4. Build partnerships: Establish strategic alliances with community organizations, NGOs, and government agencies to leverage their expertise and reach.
  5. Implement a social impact measurement framework: Track and measure the social impact of Aaron's initiatives to demonstrate the company's commitment to social responsibility and inform future strategy.

By taking these steps, Aaron's can position itself as a leader in serving the BoP market, creating shared value for both the company and the communities it serves.

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Case Description

With $2.5 billion system-wide revenues, Aaron's, a major rent-to-own supplier to the US base of the pyramid, continues to grow in the recession, but CEO R.C. Loudermilk, Jr. wonders how long the company can sustain the fast growth rate of its past. Founded in 1955, and publicly-listed since 1982, Aaron's success has paralleled the emergence of the rent-to-own industry as a major channel for the lower income US population to access durable household goods. In this space, Aaron has only one other large national rival, Rent-A-Center. As he faces Aaron's future growth, Loudermilk must consider continuing with the basic business model, follow his competitor into expanding the product line, or tap into underserved foreign markets. At the same time, the entire rent-to-own industry in the US is coming under attack by consumer advocates and politicians as the nation continues to battle a deep economic crisis.

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