Harvard Case - Orchid Species Preservation Foundation: Choosing a Direction
"Orchid Species Preservation Foundation: Choosing a Direction" Harvard business case study is written by Mark Arnison. It deals with the challenges in the field of Strategy. The case study is 15 page(s) long and it was first published on : Apr 26, 2017
At Fern Fort University, we recommend the Orchid Species Preservation Foundation (OSPF) adopt a hybrid strategy that combines market expansion through strategic partnerships with conservation-focused business model innovation. This approach leverages OSPF's existing core competencies in research, conservation, and education while exploring new revenue streams and expanding its reach.
2. Background
The Orchid Species Preservation Foundation (OSPF) is a non-profit organization dedicated to the conservation of orchids. Facing financial challenges, OSPF seeks to diversify its revenue streams and expand its impact. The case study presents three potential avenues:
- Option 1: Focus on existing activities: Continue current conservation efforts and fundraising initiatives.
- Option 2: Expand into commercial orchid cultivation: Enter the market by establishing a commercial orchid farm.
- Option 3: Partner with businesses for conservation: Collaborate with businesses to integrate conservation efforts into their operations.
The main protagonists of the case study are the OSPF board members, who are tasked with choosing a direction for the organization's future.
3. Analysis of the Case Study
SWOT Analysis:
- Strengths: Strong reputation for research and conservation, dedicated staff, existing network of donors and volunteers.
- Weaknesses: Limited financial resources, lack of business experience, potential for conflict with commercial interests.
- Opportunities: Growing demand for orchids, increasing awareness of biodiversity conservation, potential for partnerships with businesses.
- Threats: Climate change, habitat loss, competition from commercial growers, regulatory challenges.
Porter's Five Forces:
- Threat of new entrants: Moderate, as entry barriers are relatively low, but expertise in orchid cultivation is required.
- Bargaining power of buyers: High, as buyers have many choices and can easily switch suppliers.
- Bargaining power of suppliers: Low, as many suppliers exist and orchids are relatively easy to source.
- Threat of substitutes: Low, as orchids have unique characteristics and appeal.
- Competitive rivalry: Moderate, with competition from both commercial growers and other conservation organizations.
Value Chain Analysis:
OSPF's value chain consists of research, conservation, education, and fundraising. The foundation's core competency lies in its research and conservation expertise. However, its value chain is fragmented, with limited integration between activities.
Business Model Innovation:
OSPF can explore business model innovation to create new revenue streams and expand its impact. This could involve:
- Developing eco-friendly orchid products: Creating sustainable products like orchid-based perfumes or cosmetics.
- Offering conservation-focused tourism experiences: Partnering with travel companies to offer guided tours of orchid habitats.
- Developing educational programs for businesses: Providing training on sustainable practices and biodiversity conservation.
Corporate Governance:
OSPF needs to strengthen its corporate governance to ensure transparency, accountability, and effective decision-making. This includes:
- Developing a strategic plan: Clearly defining OSPF's mission, vision, and goals.
- Establishing a governance structure: Defining roles and responsibilities of board members and staff.
- Implementing financial controls: Ensuring responsible management of funds and resources.
4. Recommendations
OSPF should adopt a hybrid strategy that combines market expansion through strategic partnerships with conservation-focused business model innovation. This approach leverages OSPF's existing core competencies in research, conservation, and education while exploring new revenue streams and expanding its reach.
Specifically, OSPF should:
- Develop a Strategic Partnership Program: Identify businesses with a shared interest in biodiversity conservation. This could include companies in the tourism, cosmetics, or pharmaceutical industries.
- Create a Conservation-Focused Business Unit: Develop new products and services that integrate conservation efforts into their offerings. This could include:
- Eco-friendly orchid products: Partner with companies to develop sustainable orchid-based products.
- Conservation-focused tourism experiences: Develop guided tours of orchid habitats in collaboration with travel companies.
- Educational programs for businesses: Offer training on sustainable practices and biodiversity conservation.
- Strengthen Corporate Governance: Develop a strategic plan, establish a governance structure, and implement financial controls.
- Utilize Technology and Analytics: Leverage technology and data analytics to improve efficiency, track impact, and identify new opportunities.
- Build a Strong Brand: Develop a strong brand identity that communicates OSPF's mission and values.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations leverage OSPF's existing expertise in research and conservation while expanding its reach and impact.
- External customers and internal clients: The recommendations address the needs of both external customers (businesses and tourists) and internal clients (staff and volunteers).
- Competitors: The recommendations differentiate OSPF from competitors by focusing on conservation-focused business models and strategic partnerships.
- Attractiveness: The recommendations are attractive as they offer the potential for significant revenue growth and increased impact.
6. Conclusion
By adopting a hybrid strategy that combines market expansion with conservation-focused business model innovation, OSPF can achieve its financial sustainability and expand its impact on orchid conservation. This approach leverages OSPF's existing strengths while exploring new opportunities and addressing its weaknesses.
7. Discussion
Alternatives not selected:
- Option 1: Focus on existing activities: This option would not address OSPF's financial challenges and would limit its growth potential.
- Option 2: Expand into commercial orchid cultivation: This option would require significant investment and expertise, and could create conflict with OSPF's conservation mission.
Risks and key assumptions:
- Risk of conflict with commercial interests: OSPF must carefully select partners to avoid conflicts with its mission.
- Risk of market failure: The success of new products and services depends on consumer demand and market acceptance.
- Assumption of successful partnerships: OSPF must be able to establish mutually beneficial partnerships with businesses.
Options Grid:
| Option | Strengths | Weaknesses | Opportunities | Threats |
|---|---|---|---|---|
| Focus on existing activities | Strong reputation, dedicated staff | Limited financial resources, lack of growth potential | Increased awareness of conservation | Competition from other organizations |
| Expand into commercial orchid cultivation | Potential for revenue growth, expertise in orchid cultivation | Significant investment required, potential conflict with mission | Growing demand for orchids | Competition from commercial growers |
| Partner with businesses for conservation | Leverage existing strengths, expand reach | Requires careful partner selection, potential for conflicts | Growing interest in sustainability | Risk of market failure, competition from other organizations |
8. Next Steps
- Develop a strategic plan: Define OSPF's mission, vision, and goals for the next 5 years.
- Identify potential partners: Research businesses with a shared interest in biodiversity conservation.
- Develop a business plan: Outline the details of the new business unit and its products and services.
- Secure funding: Seek grants and investments to support the new initiatives.
- Implement the strategy: Launch the new products and services and build relationships with partners.
By taking these steps, OSPF can successfully implement its hybrid strategy and achieve its goals of financial sustainability and expanded impact on orchid conservation.
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Case Description
The Orchid Species Preservation Foundation (OSPF) was a not-for-profit organization in Edmonton, Alberta, Canada. It was dedicated to the preservation of rare orchid species. The OSPF had 4,500 orchids housed in a greenhouse facility at the Muttart Conservatory, which was owned and managed by the City of Edmonton. In the autumn of 2014, the Muttart Conservatory management decided that the orchid collection should be downsized, in turn sparking the OSPF board to consider alternative futures for the foundation.
The OSPF board members created an ambitious multi-phase plan to build their own facility. The president and chairman of the OSPF board determined that the new facility would require the foundation to increase its yearly revenue by 10 times the current amount. He worked with the board members to develop a list of strategies targeting revenue generation; however, the options were not yet well-defined and could take the organization in many different directions. The board needed to find a stronger strategic focus and choose a clear direction to take the OSPF forward.
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