Harvard Case - McCaw Cellular Communications, Inc. in 1990 (A)
"McCaw Cellular Communications, Inc. in 1990 (A)" Harvard business case study is written by Elizabeth Olmsted Teisberg. It deals with the challenges in the field of Strategy. The case study is 21 page(s) long and it was first published on : Apr 17, 1991
At Fern Fort University, we recommend McCaw Cellular Communications, Inc. pursue a multi-pronged growth strategy focused on strategic acquisitions, market expansion, and technological innovation to solidify its position as a dominant player in the rapidly evolving cellular industry. This strategy leverages McCaw's existing core competencies in wireless infrastructure, spectrum management, and network operations to achieve sustainable competitive advantage.
2. Background
The case study focuses on McCaw Cellular Communications, Inc. in 1990, a company founded by Craig McCaw who had revolutionized the cellular industry through his innovative approach to building and operating cellular networks. McCaw's company had a dominant market share in the US, facing a rapidly growing market with significant potential for further expansion. However, the industry was also characterized by intense competition, technological advancements, and regulatory uncertainties.
3. Analysis of the Case Study
Applying Porter's Five Forces, we can analyze the competitive landscape:
- Threat of new entrants: High due to the low barriers to entry, particularly with the availability of spectrum licenses.
- Bargaining power of buyers: Moderate, as consumers have limited choices but are price-sensitive.
- Bargaining power of suppliers: Moderate, as equipment suppliers have some leverage but are also dependent on the success of the cellular industry.
- Threat of substitute products: Moderate, as other communication technologies like landlines and pagers existed.
- Rivalry among existing competitors: High, with numerous players vying for market share and spectrum licenses.
SWOT Analysis reveals McCaw's strengths, weaknesses, opportunities, and threats:
- Strengths: Strong brand, experienced management, extensive network infrastructure, spectrum holdings, and innovative culture.
- Weaknesses: High debt levels, limited international presence, and dependence on a few key markets.
- Opportunities: Growing cellular market, technological advancements, and potential for international expansion.
- Threats: Intense competition, regulatory changes, and potential for technological disruption.
Value Chain Analysis highlights McCaw's core competencies:
- Inbound Logistics: Efficient procurement of equipment and network infrastructure.
- Operations: Building and maintaining a robust cellular network.
- Outbound Logistics: Providing reliable cellular service to customers.
- Marketing and Sales: Building brand awareness and acquiring new customers.
- Service: Providing excellent customer service and technical support.
Business Model Innovation: McCaw's success stemmed from its unique business model, focusing on building and operating cellular networks rather than simply selling equipment. This model allowed McCaw to control the entire value chain, leading to greater efficiency and profitability.
4. Recommendations
- Strategic Acquisitions: McCaw should actively pursue mergers and acquisitions of smaller cellular operators to expand its market reach, acquire valuable spectrum licenses, and consolidate its market position.
- Market Expansion: McCaw should focus on market development strategies, targeting new geographic areas within the US and exploring international markets. This could involve partnerships with local operators or establishing new subsidiaries.
- Technological Innovation: McCaw should invest heavily in product development and disruptive innovation to stay ahead of the competition. This could involve developing new services, enhancing network capacity, and exploring emerging technologies like digital wireless.
- Vertical Integration: McCaw should consider vertical integration to gain control over key parts of the value chain, such as manufacturing equipment or developing software. This could reduce reliance on external suppliers and improve cost efficiency.
- Strategic Alliances: McCaw should forge strategic alliances with other companies in the telecommunications industry, technology sector, and other relevant industries. This could involve joint ventures, technology sharing, or cross-marketing initiatives.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of McCaw's strengths, weaknesses, opportunities, and threats, as well as the competitive landscape of the cellular industry. They are consistent with McCaw's mission to provide high-quality cellular services and its core competencies in network infrastructure, spectrum management, and network operations.
The recommendations address the needs of both external customers (providing reliable and affordable cellular services) and internal clients (employees seeking growth opportunities and a stable work environment). They also consider the competitive landscape, aiming to maintain McCaw's market leadership and preempt potential threats from competitors.
The recommendations are supported by quantitative measures, such as the potential for increased market share, revenue growth, and profitability through acquisitions and market expansion. The assumptions underlying these recommendations, such as the continued growth of the cellular market and the availability of spectrum licenses, are explicitly stated and supported by industry trends and market research.
6. Conclusion
By pursuing a multi-pronged growth strategy focused on strategic acquisitions, market expansion, and technological innovation, McCaw Cellular Communications, Inc. can solidify its position as a dominant player in the rapidly evolving cellular industry. This strategy leverages McCaw's existing core competencies and provides a path towards sustainable competitive advantage in a dynamic and competitive market.
7. Discussion
Alternative strategies include focusing solely on organic growth through market penetration and product development, or pursuing a more conservative approach by focusing on cost leadership and efficiency improvements. However, these strategies may not be sufficient to maintain McCaw's market dominance and may limit its future growth potential.
The primary risk associated with the recommended strategy is the potential for over-expansion or misallocation of resources. McCaw needs to carefully evaluate acquisition targets and market opportunities to ensure that they align with its core competencies and strategic goals. The success of the strategy also depends on the availability of capital, skilled personnel, and favorable regulatory conditions.
8. Next Steps
McCaw should implement the recommended strategy in a phased approach, starting with the identification and evaluation of potential acquisition targets. The company should also develop a comprehensive market expansion plan, including the selection of new geographic markets and the development of marketing and sales strategies.
McCaw should establish a dedicated team to focus on technological innovation and product development, with a clear roadmap for research and development activities. Finally, the company should proactively engage with regulators and industry stakeholders to ensure a favorable environment for its growth and expansion.
Timeline with Key Milestones:
- Year 1: Identify and evaluate potential acquisition targets, develop market expansion plan, establish a dedicated team for technological innovation.
- Year 2: Complete key acquisitions, launch market expansion initiatives, develop new products and services.
- Year 3: Integrate acquired companies, expand into new markets, launch new products and services, and assess the effectiveness of the overall strategy.
By implementing this comprehensive strategy, McCaw Cellular Communications, Inc. can capitalize on the growth opportunities in the cellular industry and solidify its position as a leading provider of wireless services.
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Case Description
Describes McCaw Cellular Communications, Inc.'s competitive position in 1990. McCaw is the largest cellular phone service company in the United States. It faces challenges of technological change and formulating strategy in an industry with a highly uncertain future. Focuses on a strategic investment in one of two new technologies for switches. Raises the general question of how one chooses among two uncertain technologies. The tension arises from potential first-mover advantages, from network effects of the currently available technology, and the promise of a superior technology soon to be available.
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