Harvard Case - Audubon (B) in 2019: Two Years after the Turnaround
"Audubon (B) in 2019: Two Years after the Turnaround" Harvard business case study is written by V. Kasturi Rangan. It deals with the challenges in the field of Strategy. The case study is 8 page(s) long and it was first published on : Apr 20, 2020
At Fern Fort University, we recommend Audubon implement a multifaceted strategy focused on digital transformation, strategic alliances, and sustainable growth to solidify its turnaround and achieve long-term success. This strategy involves leveraging technology to enhance customer experience, fostering strategic partnerships to expand reach and expertise, and prioritizing environmental sustainability to attract environmentally conscious consumers.
2. Background
The case study focuses on Audubon, a non-profit organization dedicated to protecting birds and their habitats. In 2017, Audubon faced significant challenges, including declining membership, financial instability, and a fragmented organizational structure. Under the leadership of David Yarnold, the organization underwent a turnaround, focusing on revitalizing its brand, improving financial performance, and fostering a more collaborative culture.
The main protagonists of the case study are David Yarnold, the CEO of Audubon, and the organization's leadership team who are tasked with navigating the organization through the next phase of its growth.
3. Analysis of the Case Study
SWOT Analysis:
- Strengths: Strong brand recognition, dedicated staff, extensive network of volunteers, focus on environmental sustainability, strong research and conservation expertise.
- Weaknesses: Limited financial resources, reliance on traditional fundraising models, fragmented digital presence, lack of consistent brand messaging, potential for organizational silos.
- Opportunities: Growing public interest in environmental conservation, increased demand for nature-based experiences, potential for digital innovation, partnerships with businesses and other NGOs.
- Threats: Climate change and its impact on bird populations, competition from other conservation organizations, economic downturns impacting donations, potential for negative publicity.
Porter's Five Forces Analysis:
- Threat of New Entrants: Relatively low, due to the specialized nature of the industry and the need for significant expertise and resources.
- Bargaining Power of Buyers: Moderate, as donors have choices among different conservation organizations.
- Bargaining Power of Suppliers: Low, as Audubon primarily relies on volunteer labor and partnerships with other organizations.
- Threat of Substitute Products: Low, as there are limited substitutes for Audubon's mission of bird conservation.
- Competitive Rivalry: High, as Audubon competes with other conservation organizations for funding, volunteers, and public attention.
Value Chain Analysis:
Audubon's value chain includes:
- Inbound Logistics: Fundraising, volunteer recruitment, partnerships with other organizations.
- Operations: Research, conservation projects, education programs, advocacy.
- Outbound Logistics: Communication with members, public outreach, fundraising events.
- Marketing & Sales: Brand management, digital marketing, public relations.
- Service: Member benefits, volunteer support, educational resources.
Business Model Innovation:
Audubon needs to adapt its business model to address the changing landscape of philanthropy and conservation. This includes:
- Diversifying revenue streams: Explore new revenue sources beyond traditional donations, such as corporate sponsorships, merchandise sales, and online memberships.
- Embracing digital technologies: Leverage digital platforms to enhance member engagement, fundraising, and outreach.
- Developing innovative conservation programs: Focus on programs that are impactful, measurable, and resonate with a wider audience.
4. Recommendations
1. Digital Transformation:
- Develop a comprehensive digital strategy: Create a unified digital presence across all platforms, including a user-friendly website, mobile app, and social media channels.
- Invest in data analytics: Use data to understand member behavior, identify potential donors, and measure the impact of programs.
- Develop online learning platforms: Offer online courses and webinars to educate the public about bird conservation and engage a wider audience.
- Leverage social media for advocacy: Utilize social media platforms to amplify Audubon's message and mobilize supporters for advocacy campaigns.
2. Strategic Alliances:
- Partner with businesses: Develop partnerships with environmentally conscious businesses to promote conservation and generate revenue.
- Collaborate with other NGOs: Form strategic alliances with other conservation organizations to share resources, expertise, and reach a wider audience.
- Engage with government agencies: Work with government agencies to support policy initiatives that promote bird conservation.
3. Sustainable Growth:
- Prioritize environmental sustainability: Integrate sustainability principles into all aspects of Audubon's operations, including energy efficiency, waste reduction, and responsible sourcing.
- Develop eco-tourism programs: Offer nature-based experiences that connect people with birds and their habitats.
- Promote bird-friendly practices: Educate the public about bird-friendly landscaping and other practices that support bird populations.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with Audubon's core competencies in conservation, education, and advocacy while remaining true to its mission of protecting birds and their habitats.
- External customers and internal clients: The recommendations prioritize the needs of Audubon's members, donors, and partners while fostering a more collaborative and engaged internal culture.
- Competitors: The recommendations address the competitive landscape by leveraging technology, forging strategic alliances, and focusing on sustainable growth.
- Attractiveness: The recommendations are expected to increase membership, donations, and public awareness while demonstrating Audubon's commitment to environmental sustainability.
6. Conclusion
By embracing digital transformation, forging strategic alliances, and prioritizing sustainable growth, Audubon can solidify its turnaround, achieve long-term success, and continue its vital work of protecting birds and their habitats. This strategy positions Audubon for a future where it is a leading voice in conservation, a trusted partner for businesses and other organizations, and a source of inspiration for a more sustainable world.
7. Discussion
Alternatives:
- Mergers and Acquisitions: Audubon could consider merging with or acquiring smaller conservation organizations to expand its reach and expertise. However, this approach carries risks related to cultural integration and potential financial burdens.
- Focus on a single geographic region: Audubon could concentrate its efforts on a specific region with a high concentration of bird species. However, this could limit its impact and potential for growth.
Risks and Key Assumptions:
- Financial sustainability: The success of the recommendations depends on Audubon's ability to secure funding and manage its resources effectively.
- Technological advancements: The rapid pace of technological change requires Audubon to continuously adapt its digital strategy.
- Public engagement: Sustaining public interest in conservation requires ongoing efforts to communicate Audubon's message and demonstrate its impact.
8. Next Steps
- Develop a detailed digital transformation strategy: This should include a timeline, budget, and key performance indicators.
- Identify and cultivate potential strategic partners: Focus on partnerships that align with Audubon's mission and values.
- Implement sustainable practices across all operations: Set clear goals and track progress towards achieving them.
- Monitor and evaluate the impact of the recommendations: Regularly assess the effectiveness of the strategy and make adjustments as needed.
By taking these steps, Audubon can confidently navigate the challenges and opportunities of the 21st century and continue its vital work of protecting birds and their habitats for generations to come.
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