Harvard Case - Coming from Behind: The Chicago Cubs' Resurgence as a 100-Year-Old Startup
"Coming from Behind: The Chicago Cubs' Resurgence as a 100-Year-Old Startup" Harvard business case study is written by James Shein, Evan Meagher. It deals with the challenges in the field of Strategy. The case study is 7 page(s) long and it was first published on : Feb 24, 2017
At Fern Fort University, we recommend that the Chicago Cubs continue their strategic transformation by focusing on a multi-pronged approach that leverages their unique assets and adapts to the evolving sports landscape. This strategy should encompass a blend of disruptive innovation, digital transformation, and strategic partnerships to maintain their competitive advantage and achieve sustainable growth.
2. Background
The Chicago Cubs, a storied baseball franchise with a century-long history, faced a period of prolonged underperformance. Despite their rich legacy, the Cubs struggled to attract fans and generate revenue, leading to a decline in their competitive standing. However, under new ownership and management, the Cubs embarked on a strategic transformation, embracing a startup mentality to revitalize the organization.
The case study highlights the key protagonists in this transformation:
- Tom Ricketts, the owner, brought a fresh perspective and a commitment to long-term success.
- Theo Epstein, the President of Baseball Operations, implemented a data-driven approach to player acquisition and development.
- Crane Kenney, the President of Business Operations, focused on enhancing the fan experience and driving revenue growth.
3. Analysis of the Case Study
The Cubs' resurgence can be analyzed through a combination of frameworks, including:
- Porter's Five Forces: The case study highlights the competitive intensity in Major League Baseball (MLB), with strong competitive rivalry, increasing bargaining power of players, and the threat of substitute entertainment options.
- SWOT Analysis: The Cubs leveraged their strong brand recognition and passionate fan base (Strengths), while addressing their aging infrastructure and lack of recent success (Weaknesses). They capitalized on the growing popularity of baseball and the rise of data analytics (Opportunities), while navigating the challenges of a competitive market and evolving fan preferences (Threats).
- Value Chain Analysis: The Cubs focused on optimizing their value chain by investing in player development, improving the fan experience, and leveraging technology to enhance operations and marketing.
- Business Model Innovation: The Cubs adopted a more data-driven approach to baseball operations, investing in analytics and technology to improve player evaluation and team performance. They also innovated their fan experience, introducing new amenities and digital engagement platforms.
4. Recommendations
To continue their successful trajectory, the Cubs should:
- Embrace Disruptive Innovation: The Cubs should continue to invest in AI and machine learning to further enhance player development and scouting. This includes leveraging data analytics to identify emerging talent and optimize player performance.
- Digital Transformation: The Cubs should further enhance their digital presence and fan engagement through innovative use of social media, augmented reality, and other technologies. This includes creating immersive fan experiences at the ballpark and online.
- Strategic Partnerships: The Cubs should explore strategic alliances with other businesses, including technology companies, entertainment venues, and international partners. This could involve joint marketing initiatives, co-branded products, and global expansion opportunities.
- Globalization Strategy: The Cubs should consider expanding their brand internationally through strategic partnerships, exhibition games, and targeted marketing campaigns. This will help them reach new markets and grow their fan base.
- Sustainability and Social Responsibility: The Cubs should prioritize environmental sustainability and social responsibility initiatives, aligning with evolving fan expectations and demonstrating their commitment to a broader community.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with the Cubs' core competencies in baseball operations, fan engagement, and brand management. They also support the team's mission to provide a world-class entertainment experience and achieve sustainable success.
- External Customers and Internal Clients: The recommendations address the needs of both external customers (fans) and internal clients (players, staff, and stakeholders). They aim to enhance the fan experience, improve player performance, and create a positive work environment.
- Competitors: The recommendations consider the competitive landscape in MLB, aiming to differentiate the Cubs through innovation, technology, and strategic partnerships.
- Attractiveness: The recommendations are expected to generate positive financial returns by increasing revenue, enhancing brand value, and attracting new fans.
6. Conclusion
The Chicago Cubs' resurgence demonstrates the power of strategic transformation, embracing a startup mentality to overcome challenges and achieve sustained success. By continuing to invest in innovation, digital transformation, and strategic partnerships, the Cubs can further solidify their position as a leading franchise in MLB and achieve long-term growth.
7. Discussion
Alternative strategies could include:
- Mergers and acquisitions: Acquiring another MLB team or a minor league affiliate could expand the Cubs' reach and influence.
- Vertical integration: The Cubs could invest in developing their own sports apparel and merchandise, reducing reliance on external suppliers.
However, these options carry significant risks and require careful consideration.
Key assumptions include:
- The continued growth of the MLB market and fan interest in baseball.
- The availability of resources and talent to execute the recommendations effectively.
- The ability to adapt to evolving technology and fan preferences.
8. Next Steps
The Cubs should:
- Develop a detailed strategic plan: This plan should outline specific goals, timelines, and resource allocation for each recommendation.
- Establish a dedicated team: This team should be responsible for leading the implementation of the strategic plan and monitoring progress.
- Continuously evaluate and adapt: The Cubs should regularly assess the effectiveness of their strategies and make adjustments based on market trends and competitive dynamics.
By taking these steps, the Chicago Cubs can ensure that their resurgence continues, solidifying their position as a leading franchise in Major League Baseball and achieving sustainable success for years to come.
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Case Description
This "mini-case" summarizes the beloved Chicago Cubs' many years of futility and remarkable turnaround in the early teens of the twenty-first century. Central to the case is the concept that despite being an incredibly popular, billion-dollar franchise holding a special place in the hearts of Chicagoans for more than a century, the organization's sale from the Tribune Company in 2009 to the Ricketts family effectively required a full reboot of the company's infrastructure, akin to a startup or to a "carve-out" situation popular in the private equity world. The case resonates because the brand is easily recognizable in an industry with the unique dynamics of professional sports, and yet the company's situation features similarities to any lower-profile organization trying to build or rebuild its SG&A infrastructure from scratch.
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