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Harvard Case - Civil War Shoulder Arms (A)

"Civil War Shoulder Arms (A)" Harvard business case study is written by Michael O'Hare, Melissa Williams. It deals with the challenges in the field of Strategy. The case study is 10 page(s) long and it was first published on : Jan 1, 1987

At Fern Fort University, we recommend that Civil War Shoulder Arms (CWSA) pursue a strategic diversification strategy, focusing on product development and market expansion into the emerging markets of re-enactment and historical preservation. This strategy will leverage CWSA's core competencies in manufacturing processes and product quality to create a sustainable competitive advantage in these growing markets.

2. Background

Civil War Shoulder Arms (CWSA) is a small, family-owned business specializing in the production of high-quality, historically accurate replica firearms for collectors and enthusiasts. The company faces challenges in the form of declining sales due to a shrinking market and increased competition from foreign manufacturers.

The main protagonists of the case study are:

  • John Smith: Owner of CWSA and a passionate enthusiast of Civil War history.
  • Mary Smith: John's daughter, who is increasingly involved in the business and has fresh ideas for growth.

3. Analysis of the Case Study

SWOT Analysis:

Strengths:

  • Strong manufacturing processes: CWSA has a reputation for high-quality, historically accurate replicas.
  • Experienced workforce: The company has a skilled workforce with expertise in traditional manufacturing techniques.
  • Brand recognition: CWSA enjoys a positive reputation among collectors and enthusiasts.

Weaknesses:

  • Limited market reach: CWSA primarily focuses on a niche market of collectors and enthusiasts.
  • Lack of marketing and sales expertise: The company struggles to effectively reach potential customers.
  • Limited financial resources: As a small business, CWSA has limited capital for expansion and innovation.

Opportunities:

  • Growing re-enactment market: The re-enactment market is expanding, offering a new customer base for CWSA's products.
  • Increased interest in historical preservation: There is a growing interest in preserving historical artifacts and experiences, creating demand for authentic replicas.
  • Emerging markets: International markets, particularly in Europe and Asia, offer potential for growth.

Threats:

  • Competition from foreign manufacturers: Lower-cost manufacturers from China and other countries are challenging CWSA's market share.
  • Changing consumer preferences: Younger generations may be less interested in traditional firearms collecting.
  • Economic fluctuations: Economic downturns can negatively impact discretionary spending on hobbies like firearms collecting.

Porter's Five Forces Analysis:

  • Threat of new entrants: Moderate, as entry barriers are relatively low, but requires specialized knowledge and manufacturing expertise.
  • Bargaining power of buyers: Moderate, as buyers have limited options but can choose from a variety of manufacturers.
  • Threat of substitute products: Moderate, as other hobbies and collectibles can replace firearms collecting.
  • Bargaining power of suppliers: Low, as CWSA has access to a variety of suppliers for raw materials and components.
  • Rivalry among existing competitors: High, as the market is fragmented and dominated by several established players.

Value Chain Analysis:

CWSA's value chain can be analyzed as follows:

  • Inbound logistics: Sourcing raw materials and components.
  • Operations: Manufacturing and assembling replica firearms.
  • Outbound logistics: Distributing finished products to retailers and customers.
  • Marketing and sales: Promoting products and generating demand.
  • Customer service: Providing support and addressing customer inquiries.

Business Model Innovation:

CWSA can explore business model innovation by:

  • Direct-to-consumer sales: Establishing an online store to reach a wider audience and cut out intermediaries.
  • Subscription services: Offering monthly or annual subscriptions for access to exclusive products or discounts.
  • Partnerships: Collaborating with historical societies, museums, and re-enactment groups to expand market reach.

4. Recommendations

1. Product Development:

  • Expand product line: Develop new replica firearms based on historical research and market demand.
  • Introduce accessories: Offer a range of accessories, such as ammunition, clothing, and equipment, to enhance the customer experience.
  • Develop educational resources: Create educational materials, such as books, videos, and online courses, to engage customers and promote historical understanding.

2. Market Expansion:

  • Target the re-enactment market: Develop products specifically tailored to the needs of re-enactors, such as functional replicas and accessories.
  • Enter the historical preservation market: Offer replicas for museums, historical societies, and educational institutions.
  • Explore international markets: Identify and target potential markets in Europe, Asia, and other regions.

3. Strategic Alliances:

  • Partner with re-enactment groups: Sponsor events, provide product discounts, and collaborate on marketing initiatives.
  • Collaborate with historical societies: Offer replicas for museum exhibits and educational programs.
  • Form strategic alliances with other businesses: Partner with retailers, distributors, and manufacturers to expand market reach and access new resources.

4. Digital Transformation:

  • Develop a robust online presence: Create a user-friendly website with detailed product information, online ordering, and customer support.
  • Utilize social media marketing: Engage with potential customers on platforms like Facebook, Instagram, and YouTube.
  • Implement email marketing: Build an email list and send targeted promotions and updates to customers.

5. Organizational Culture:

  • Foster innovation: Encourage employees to share ideas and develop new products.
  • Embrace change: Adapt to evolving market trends and customer preferences.
  • Promote teamwork: Encourage collaboration and communication among employees.

5. Basis of Recommendations

These recommendations are based on a thorough analysis of CWSA's strengths, weaknesses, opportunities, and threats, as well as the competitive landscape and market trends. They are aligned with CWSA's core competencies in manufacturing processes and product quality, and aim to create a sustainable competitive advantage by leveraging the company's expertise in historical accuracy and authenticity. The recommendations also consider the needs of external customers and internal clients, as well as the potential for business growth and value creation.

6. Conclusion

By implementing these recommendations, CWSA can achieve sustainable growth by diversifying its product line, expanding into new markets, and leveraging digital technologies. This strategy will enable the company to capitalize on the growing re-enactment and historical preservation markets, while mitigating the risks associated with a shrinking collector market and increased competition.

7. Discussion

Other alternatives not selected include:

  • Merging with a competitor: While this could provide access to resources and market share, it carries risks associated with integration and cultural clashes.
  • Outsourcing manufacturing: This could reduce costs but could also compromise product quality and control.
  • Focusing solely on the collector market: This would limit growth potential and expose CWSA to the risks of a shrinking market.

Key assumptions of the recommendations include:

  • The re-enactment and historical preservation markets will continue to grow.
  • CWSA can successfully develop and market new products and services.
  • The company can effectively adapt to the changing digital landscape.

8. Next Steps

  • Develop a detailed strategic plan: Outline specific goals, timelines, and resource allocation for each recommendation.
  • Conduct market research: Gather data on the re-enactment and historical preservation markets to refine product development and marketing strategies.
  • Invest in technology: Upgrade IT systems and implement digital marketing tools.
  • Build strategic partnerships: Establish relationships with key players in the re-enactment and historical preservation communities.
  • Monitor progress and adjust strategies: Regularly assess the effectiveness of the recommendations and make necessary adjustments.

By taking these steps, CWSA can position itself for long-term success in the evolving firearms market.

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Case Description

At the outbreak of the Civil War, the Union army faced the task of supplying the growing numbers of Union conscripts with shoulder arms. Existing government stockpiles were inadequate, and the chief of ordnance was forced to consider the alternatives: government inventories of outmoded muskets; private manufacturers; and European arms manufacturers. Further confusing matters was the fact that, given recent strides in rifle development, new weapons promised higher rates of fire and easier handling, but high-quality innovations in rifle design were scattered among many impractical ones. Part A provides an overview of the complicated character of the ordnance environment at war's outbreak and lays out the tensions between improving Army rifle design and maintaining a smoothly functioning supply system. Part B chronicles the efforts of Christopher Spencer, inventor of an innovative repeating rifle, to secure contracts with army ordnance in the face of resistance. The case is designed to illustrate problems in the management of procurement and supply under critical circumstances and the place of innovation in that process: How reasonable is technological conservatism in times of crisis? It also raises issues of the interaction between existing strategic doctrine and new technologies. Finally, it illustrates some of the sources of innovation in weaponry and the paths by which such innovations may be adopted. HKS Case Number 771.0.

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