Free Green Monday Case Study Solution | Assignment Help

MBA Staff Writer
Written by Gary F. Smith
Publish Date: 2024-12-01

Harvard Case - Green Monday

"Green Monday" Harvard business case study is written by Jose B. Alvarez, Billy Chan, Dawn Lau. It deals with the challenges in the field of Social Enterprise. The case study is 31 page(s) long and it was first published on : Dec 3, 2021

At Fern Fort University, we recommend Green Monday adopt a hybrid organizational structure that leverages the strengths of both for-profit and nonprofit models. This approach will allow Green Monday to maximize its social impact while ensuring financial sustainability. We propose a three-pronged strategy focused on:

  1. Scaling Green Monday's core operations: Expanding the existing successful model of online grocery delivery with a focus on sustainable business models and ethical supply chains.
  2. Developing a social impact arm: Establishing a separate non-profit entity dedicated to community development, poverty alleviation, and environmental sustainability initiatives.
  3. Building a strategic alliance network: Collaborating with other social enterprises, nonprofit organizations, and government agencies to create a collective impact ecosystem.

2. Background

Green Monday is a Hong Kong-based social enterprise that promotes plant-based diets through online grocery delivery and educational campaigns. Founded by David Yeung, Green Monday aims to address the environmental and health challenges associated with meat consumption. The case study highlights Green Monday's success in growing its business while promoting corporate social responsibility (CSR). However, it also explores the challenges of balancing social impact with financial sustainability and the need to scale its operations.

3. Analysis of the Case Study

Strategic Framework: We will use the Stakeholder Theory to analyze Green Monday's situation. This framework emphasizes the importance of balancing the interests of various stakeholders, including customers, employees, investors, and the environment.

Stakeholder Analysis:

  • Customers: Green Monday's customers are primarily health-conscious individuals seeking convenient access to plant-based food options. They value the company's commitment to environmental sustainability and ethical sourcing.
  • Employees: Green Monday's employees are passionate about the company's mission and committed to making a positive impact. They value a work environment that fosters diversity and inclusion.
  • Investors: Green Monday's investors seek both financial returns and social impact. They are interested in companies that demonstrate strong social impact measurement and transparency.
  • Environment: Green Monday's operations have a significant impact on the environment, particularly through its commitment to reducing meat consumption and promoting sustainable agriculture.

Key Challenges:

  • Scaling Operations: Green Monday faces challenges in scaling its operations while maintaining its commitment to social impact.
  • Financial Sustainability: Balancing social impact with financial sustainability requires careful strategic planning and resource allocation.
  • Impact Measurement: Green Monday needs to develop robust social impact measurement frameworks to track and report its progress.
  • Stakeholder Engagement: Green Monday needs to effectively engage with all stakeholders to ensure their interests are considered and addressed.

4. Recommendations

1. Scaling Green Monday's Core Operations:

  • Expand Product Offerings: Introduce a wider range of plant-based products, including ready-to-eat meals, snacks, and beverages.
  • Develop Strategic Partnerships: Collaborate with local farmers and food producers to ensure ethical supply chains and promote sustainable agriculture.
  • Invest in Technology: Utilize technology to optimize logistics, improve customer experience, and enhance data-driven decision making.
  • Expand into New Markets: Explore opportunities to expand into new markets, particularly in emerging markets with growing demand for plant-based food options.

2. Developing a Social Impact Arm:

  • Establish a Separate Non-Profit Entity: Create a separate non-profit entity dedicated to community development and poverty alleviation initiatives.
  • Focus on Impact Investing: Invest in social enterprises and initiatives that align with Green Monday's mission.
  • Develop Educational Programs: Offer educational programs to promote plant-based diets and environmental sustainability.
  • Advocate for Policy Change: Advocate for government policies that support sustainable agriculture and plant-based food systems.

3. Building a Strategic Alliance Network:

  • Collaborate with Social Enterprises: Partner with other social enterprises to create a collective impact ecosystem.
  • Engage with Non-Profit Organizations: Partner with non-profit organizations working in areas such as health and behavioral science, community development, and environmental conservation.
  • Form Strategic Alliances with Government Agencies: Collaborate with government agencies to promote sustainable food systems and public health.
  • Leverage Cross-Sector Partnerships: Foster cross-sector partnerships to leverage the strengths of different organizations and create a more comprehensive approach to addressing social and environmental challenges.

5. Basis of Recommendations

These recommendations are based on the following considerations:

  • Core competencies and consistency with mission: Green Monday's core competencies lie in online grocery delivery and promoting plant-based diets. The recommendations build upon these strengths while expanding the company's reach and impact.
  • External customers and internal clients: The recommendations consider the needs of Green Monday's customers, employees, and investors. They aim to create a sustainable and impactful business model that benefits all stakeholders.
  • Competitors: The recommendations take into account the competitive landscape and aim to differentiate Green Monday through its commitment to social impact and ethical sourcing.
  • Attractiveness ' quantitative measures if applicable: The recommendations are expected to generate positive financial returns while delivering significant social impact.

6. Conclusion

Green Monday has the potential to become a leading force in the plant-based food movement. By adopting a hybrid organizational structure and implementing the proposed three-pronged strategy, Green Monday can maximize its social impact while ensuring financial sustainability. This approach will allow the company to scale its operations, expand its reach, and create a lasting positive impact on the world.

7. Discussion

Other Alternatives:

  • Remain solely a for-profit company: This approach would focus solely on maximizing profits and might not allow for significant social impact.
  • Become a fully non-profit organization: This approach would prioritize social impact but could limit the company's ability to scale and reach a wider audience.

Risks and Key Assumptions:

  • Market demand for plant-based food: The success of Green Monday's expansion depends on continued growth in the market for plant-based food options.
  • Competition: Green Monday faces competition from established food retailers and other social enterprises.
  • Financial sustainability: The hybrid organizational structure requires careful financial planning and resource allocation to ensure long-term sustainability.

8. Next Steps

  • Develop a detailed implementation plan: Outline specific actions, timelines, and resources required for each recommendation.
  • Conduct feasibility studies: Assess the financial viability and potential impact of each recommendation.
  • Secure funding: Seek funding from impact investors, foundations, and government agencies to support the implementation of the recommendations.
  • Build a strong team: Recruit and develop a team with expertise in social entrepreneurship, sustainable business models, and impact measurement.

By taking these next steps, Green Monday can effectively implement the recommended strategy and become a leading force in the global movement towards a more sustainable and equitable food system.

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Case Description

This case describes the entrepreneurial journey of David Yeung, from campaigning for plant-based diets to building Green Monday, a purpose-driven business and an ecosystem based in Hong Kong comprising a retail platform, an alternative meat brand ("OmniPork"), a non-profit foundation, and an impact investment arm. Green Monday had been reshaping the traditional concept of plant-based food into a modern and aspirational lifestyle by providing more food options to the growing number of flexitarian consumers in Hong Kong and beyond. But in fall 2021, challenges were emerging that could slow its rapid growth. Externally, the breakdown of the global supply chain caused by the Covid-19 pandemic was affecting the company's expansion into new markets, such as mainland China, the U.S., and Southeast Asia. Internally, the strategy of operating multiple business models was testing the startup's ability to find a balance between growing the business without diluting its strong mission and purpose. Given these constraints, Yeung had some important decisions to make regarding Green Monday's growth plans. Should he continue the multi-business strategy or should he be more focused?

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