Harvard Case - Modern Family Planning: The Business of Circle Surrogacy
"Modern Family Planning: The Business of Circle Surrogacy" Harvard business case study is written by Ramon Casadesus-Masanell, Blake Landro. It deals with the challenges in the field of Strategy. The case study is 20 page(s) long and it was first published on : Aug 20, 2013
At Fern Fort University, we recommend that Circle Surrogacy embrace a disruptive innovation strategy focused on digital transformation and globalization. This strategy should leverage technology and analytics to enhance its existing business model, expand into new markets, and build a sustainable competitive advantage in the rapidly evolving surrogacy industry.
2. Background
This case study centers around Circle Surrogacy, a leading surrogacy agency facing increasing competition and evolving customer needs. The company has a strong reputation and established processes, but it needs to adapt to the changing landscape of the surrogacy industry, characterized by rising demand, technological advancements, and increased scrutiny. The main protagonists are the founders, who are grappling with key decisions regarding the company's future growth and strategy.
3. Analysis of the Case Study
Industry Analysis:
- Porter's Five Forces:
- Threat of New Entrants: High - The surrogacy industry is relatively easy to enter, with new agencies emerging regularly.
- Bargaining Power of Buyers: High - Clients have numerous options and are increasingly price-sensitive.
- Bargaining Power of Suppliers: Moderate - Surrogates and egg donors have some bargaining power, but agencies can leverage their network and expertise.
- Threat of Substitutes: Moderate - Adoption and other assisted reproductive technologies pose a threat.
- Competitive Rivalry: High - The industry is fragmented with numerous players competing on price, service, and technology.
SWOT Analysis:
- Strengths: Strong brand reputation, established processes, experienced team, extensive network of surrogates and egg donors.
- Weaknesses: Limited technology adoption, reliance on traditional marketing, lack of international presence.
- Opportunities: Growing demand for surrogacy, technological advancements, expanding global market, potential for vertical integration.
- Threats: Increasing competition, regulatory changes, ethical concerns, economic fluctuations.
Value Chain Analysis:
Circle Surrogacy's value chain can be broken down into the following key activities:
- Inbound Logistics: Sourcing and screening surrogates and egg donors.
- Operations: Matching clients with surrogates, managing legal and medical processes.
- Outbound Logistics: Providing support and communication throughout the surrogacy journey.
- Marketing and Sales: Attracting clients through various channels.
- Customer Service: Providing ongoing support and guidance.
Business Model Innovation:
Circle Surrogacy can leverage business model innovation to create a more efficient and customer-centric experience. This could include:
- Digital Platform: Developing a comprehensive online platform for client communication, information sharing, and process management.
- Data Analytics: Utilizing data analytics to optimize matching, pricing, and marketing efforts.
- Technology Integration: Integrating AI and machine learning for automated tasks and personalized experiences.
Globalization Strategy:
Expanding into international markets presents a significant opportunity for Circle Surrogacy. This could involve:
- Market Research: Conducting thorough research to identify suitable markets with high demand and favorable regulations.
- Strategic Alliances: Partnering with local agencies or healthcare providers to establish a presence in new markets.
- Localization: Adapting services and communication to meet the specific needs and cultural sensitivities of each market.
4. Recommendations
- Digital Transformation: Invest in a comprehensive digital platform for client communication, information sharing, and process management. This platform should leverage AI and machine learning to automate tasks, personalize experiences, and provide data-driven insights.
- Global Expansion: Develop a phased global expansion strategy, starting with markets with high demand and favorable regulations. Focus on building strategic alliances and adapting services to local needs.
- Value Chain Optimization: Streamline the value chain by leveraging technology and data analytics to improve efficiency and customer satisfaction.
- Brand Management: Enhance brand awareness and differentiation through targeted marketing campaigns and a strong online presence.
- Corporate Social Responsibility: Develop a robust CSR program focused on ethical practices, transparency, and community engagement.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of the surrogacy industry, Circle Surrogacy's strengths and weaknesses, and the evolving needs of clients. They align with the company's core competencies and mission of providing ethical and compassionate surrogacy services.
External Customers: The recommendations directly address the needs of clients seeking a more accessible, transparent, and personalized surrogacy experience.Internal Clients: The digital platform and global expansion strategy will improve efficiency and create new opportunities for employees.Competitors: The focus on digital transformation and globalization will help Circle Surrogacy stay ahead of competitors and establish a sustainable competitive advantage.Attractiveness: The recommendations are expected to increase revenue, market share, and profitability.
6. Conclusion
Circle Surrogacy has a strong foundation for success in the rapidly evolving surrogacy industry. By embracing digital transformation and globalization, the company can enhance its existing business model, expand into new markets, and build a sustainable competitive advantage. This strategy will require significant investment and strategic planning, but it has the potential to solidify Circle Surrogacy's position as a leading provider of ethical and compassionate surrogacy services.
7. Discussion
Alternatives:
- Maintain the status quo: This option carries the risk of falling behind competitors and losing market share.
- Focus solely on technology: This approach could lead to neglecting other important aspects of the business, such as customer service and brand management.
- Aggressive mergers and acquisitions: This strategy carries significant financial risk and may not be feasible in the current market.
Risks:
- Technological challenges: Implementing a comprehensive digital platform requires significant investment and expertise.
- Regulatory hurdles: Expanding into new markets can be complex and subject to varying regulations.
- Ethical concerns: The surrogacy industry is subject to ethical scrutiny, and Circle Surrogacy must maintain transparency and accountability.
Key Assumptions:
- The demand for surrogacy services will continue to grow.
- Technological advancements will continue to drive innovation in the industry.
- Circle Surrogacy will be able to successfully implement its digital transformation and globalization strategies.
8. Next Steps
- Develop a detailed digital transformation roadmap: This should include specific goals, timelines, and budget allocations.
- Conduct market research and identify target markets for global expansion: This research should include regulatory analysis, cultural considerations, and competitive landscape.
- Establish partnerships with local agencies or healthcare providers in target markets: These partnerships should be carefully vetted and aligned with Circle Surrogacy's values.
- Develop a comprehensive marketing strategy to promote the new digital platform and global expansion: This strategy should include online and offline channels, targeted content, and influencer marketing.
By taking these steps, Circle Surrogacy can position itself for continued growth and success in the evolving surrogacy industry.
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Case Description
The business of surrogacy, a boutique practice with client costs upwards of $100,000, allowed couples and individuals from a variety of backgrounds, ages, and sexual orientations to build families. This case examines Circle Surrogacy (CS), one of the premier surrogacy agencies in the world, as its president and founder, John Weltman, was about to share an executive presentation with his core management team where he would recommend an option to outsource its surrogacy services. While the changing cultural and regulatory environment had made surrogacy possible for more people, it remained cost-prohibitive for the majority of its eligible audience. Weltman's proposal, if enacted, would create a new opportunity for CS, increasingly faced with competition from other agencies, to offer lower cost surrogacies to intended parents. However, the launch of an outsourced surrogacy service would threaten the company's core value proposition and challenge its prevailing high-touch, premium strategy. How should Weltman and CS best proceed?
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