Harvard Case - The Munich Oktoberfest: From Local Tradition to Global Capitalism
"The Munich Oktoberfest: From Local Tradition to Global Capitalism" Harvard business case study is written by Juan Alcacer, Christian Bettinger, Andreas Philippi. It deals with the challenges in the field of Strategy. The case study is 20 page(s) long and it was first published on : Dec 9, 2013
At Fern Fort University, we recommend that the Oktoberfest organizers implement a multi-pronged strategy to maintain the event's cultural integrity while leveraging its global appeal for sustainable growth and expansion. This strategy should focus on:
- Preserving Tradition: Maintaining the core values and traditions of Oktoberfest, ensuring authenticity while adapting to evolving consumer preferences.
- Strategic Expansion: Expanding the event's reach through targeted international partnerships, leveraging technology, and exploring new markets.
- Sustainable Growth: Adopting a holistic approach to environmental sustainability and social responsibility, enhancing the event's positive impact.
2. Background
The Munich Oktoberfest, a 16-day celebration of Bavarian culture, has evolved from a local tradition into a global phenomenon attracting millions of visitors annually. The case study highlights the challenges faced by the organizers in balancing the event's cultural heritage with its commercial potential.
The main protagonists are:
- The City of Munich: Responsible for overall event management and ensuring its cultural integrity.
- The Oktoberfest Committee: A group of stakeholders, including brewers, tent owners, and city officials, responsible for planning and executing the event.
- The Brewers: The heart of the Oktoberfest, responsible for brewing and supplying the traditional beers.
- The Tent Owners: Operators of the large beer tents, providing food, entertainment, and a festive atmosphere.
3. Analysis of the Case Study
SWOT Analysis:
Strengths:
- Strong brand recognition and global appeal.
- Unique cultural experience and tradition.
- Significant economic impact on Munich.
- Strong partnerships with brewers and tent owners.
Weaknesses:
- Potential for overcrowding and safety concerns.
- Dependence on traditional practices and limited innovation.
- Concerns about cultural appropriation and commercialization.
- Limited access to new markets and demographics.
Opportunities:
- Expansion into new markets through strategic alliances.
- Leveraging technology for enhanced visitor experience and management.
- Exploring new revenue streams through licensing and merchandising.
- Promoting sustainable practices to enhance the event's image.
Threats:
- Competition from similar events and festivals.
- Economic downturns and global events impacting tourism.
- Increasing pressure for stricter regulations and safety measures.
- Negative publicity and cultural backlash.
Porter's Five Forces:
- Threat of New Entrants: High barriers to entry due to strong brand recognition, established partnerships, and strict regulations.
- Bargaining Power of Buyers: Moderate, as visitors have limited alternatives for a similar experience, but can choose different dates or locations.
- Bargaining Power of Suppliers: Moderate, with brewers and tent owners holding significant influence, but subject to competition and regulations.
- Threat of Substitutes: Moderate, as other festivals and events offer similar experiences, but Oktoberfest remains unique in its scale and tradition.
- Rivalry Among Existing Competitors: Low, as the event is largely centralized in Munich and dominated by established players.
Value Chain Analysis:
The Oktoberfest value chain comprises:
- Inbound Logistics: Sourcing of beer, food, and other materials.
- Operations: Setup, management, and operation of the event.
- Outbound Logistics: Transportation and distribution of products and services.
- Marketing and Sales: Promotion, ticketing, and visitor management.
- Customer Service: Providing a safe and enjoyable experience for visitors.
- After-Sales Service: Feedback collection and event evaluation.
Business Model Innovation:
The Oktoberfest organizers can explore business model innovation by:
- Digital Transformation: Leveraging technology for online ticketing, mobile apps, and virtual experiences.
- Value Chain Optimization: Streamlining operations, improving logistics, and enhancing customer service.
- New Revenue Streams: Exploring licensing agreements, merchandising opportunities, and sponsorship deals.
- Strategic Partnerships: Collaborating with international partners to expand reach and market share.
4. Recommendations
1. Preserve Tradition and Enhance Authenticity:
- Cultural Advisory Board: Establish a dedicated board composed of cultural experts and local stakeholders to guide decision-making and ensure the event's authenticity.
- Traditional Practices: Maintain and promote traditional Bavarian customs, music, and dress, emphasizing the cultural heritage of the event.
- Authenticity Audit: Regularly assess the event's adherence to traditional practices and make adjustments to maintain cultural integrity.
2. Strategic Expansion and Global Reach:
- International Partnerships: Form strategic alliances with international partners, including tourism boards, event organizers, and cultural institutions, to promote Oktoberfest globally.
- Targeted Marketing: Develop targeted marketing campaigns for specific regions and demographics, leveraging social media and digital marketing channels.
- Regional Events: Explore the possibility of organizing smaller, regional Oktoberfest events in key international markets, showcasing the culture and tradition.
3. Sustainable Growth and Social Responsibility:
- Environmental Sustainability: Implement eco-friendly practices, including waste reduction, energy efficiency, and responsible sourcing.
- Social Responsibility: Promote responsible drinking and safety measures, ensuring a positive and inclusive experience for all visitors.
- Community Engagement: Engage with local communities and stakeholders, fostering a sense of ownership and pride in the event.
5. Basis of Recommendations
These recommendations consider:
- Core Competencies and Consistency with Mission: Preserving the event's cultural heritage and promoting Bavarian traditions aligns with the core competencies and mission of the Oktoberfest.
- External Customers and Internal Clients: The recommendations address the needs of both visitors and stakeholders, ensuring a positive experience for all involved.
- Competitors: The recommendations aim to differentiate Oktoberfest from competitors by emphasizing its unique cultural heritage and global reach.
- Attractiveness: The recommendations are expected to generate positive economic impact, enhance brand reputation, and attract new visitors, contributing to the event's long-term success.
6. Conclusion
The Munich Oktoberfest is a valuable cultural asset with significant economic and social impact. By embracing a strategy that balances tradition with innovation, expansion with sustainability, and cultural heritage with global appeal, the event can continue to thrive in the 21st century.
7. Discussion
Alternatives:
- Aggressive Commercialization: Focusing solely on maximizing revenue through aggressive marketing and sponsorship deals, potentially compromising the event's cultural integrity.
- Stagnation: Maintaining the status quo, potentially leading to declining visitor numbers and relevance in a competitive market.
Risks and Assumptions:
- Cultural Backlash: The event's expansion might face criticism for cultural appropriation or commercialization.
- Economic Downturn: Economic instability could impact tourism and visitor spending.
- Regulatory Changes: Changes in regulations or safety standards could impact the event's organization and operations.
Options Grid:
| Option | Advantages | Disadvantages | Risks |
|---|---|---|---|
| Preserve Tradition & Enhance Authenticity | Maintain cultural integrity, attract loyal visitors | Limited growth potential, potential for resistance to change | Cultural backlash, stagnation |
| Strategic Expansion & Global Reach | Increase revenue, expand market share | Potential cultural appropriation, logistical challenges | Cultural backlash, competition |
| Sustainable Growth & Social Responsibility | Enhance brand image, attract environmentally conscious visitors | Increased costs, potential for resistance from stakeholders | Negative PR, regulatory challenges |
8. Next Steps
- Form a Task Force: Establish a dedicated task force to oversee the implementation of the recommendations.
- Develop a Strategic Plan: Create a detailed strategic plan outlining objectives, timelines, and resource allocation.
- Pilot Projects: Implement pilot projects to test new initiatives and gather feedback.
- Regular Monitoring and Evaluation: Monitor the progress of the strategy and make adjustments as needed.
The Munich Oktoberfest has a unique opportunity to leverage its global appeal while preserving its cultural heritage. By embracing a strategic approach that combines tradition with innovation, expansion with sustainability, and cultural authenticity with global reach, the event can continue to be a celebrated icon for generations to come.
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Case Description
Oktoberfest, an annual festival held in Munich (Germany) for more than 200 years, has grown in recent decades into a hugely popular event that attracts 7 million visitors annually, a large proportion of which are foreign. In fact, Oktoberfest's global appeal is so strong that hundreds of copycat Oktoberfest events exist in cities as diverse as Cincinnati (U.S.), Bangalore (India), Beijing (China), and Blumenau (Brazil). The case provides information about the economic value Oktoberfest generates for its main players: the city of Munich, the breweries, the souvenir and merchandise stands, and the firms that provide rides. It then asks whether there are unexploited opportunities to capture more value from Oktoberfest globally.
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