Harvard Case - Snapask in Indonesia
"Snapask in Indonesia" Harvard business case study is written by Tuan Quang Phan, Estela Ibanez Garcia. It deals with the challenges in the field of Strategy. The case study is 14 page(s) long and it was first published on : Mar 8, 2022
At Fern Fort University, we recommend Snapask prioritize a multi-pronged growth strategy in Indonesia, leveraging its existing strengths in technology and analytics to capitalize on the rapidly growing emerging market. This strategy should focus on:
- Product Differentiation: Expanding beyond its core tutoring services to offer a comprehensive learning platform, including AI-powered learning tools and personalized learning paths.
- Market Penetration: Aggressively targeting underserved segments within Indonesia, particularly in rural areas, through strategic partnerships with educational institutions and government initiatives.
- Market Development: Expanding into new markets within Southeast Asia, leveraging its brand recognition and operational expertise in Indonesia.
- Strategic Alliances: Forming partnerships with key players in the Indonesian education ecosystem, including educational technology providers, non-profit organizations, and government agencies, to enhance its reach and impact.
2. Background
Snapask is a Hong Kong-based edtech startup that provides on-demand tutoring services via a mobile app. The company has achieved significant success in its home market and is now looking to expand into Indonesia, a country with a large and growing population and a rapidly developing education sector.
The case study focuses on Snapask's challenges and opportunities in Indonesia, including:
- Competitive landscape: The Indonesian edtech market is highly competitive, with several established players and a growing number of startups.
- Market dynamics: The Indonesian education system faces challenges such as access to quality education, affordability, and teacher shortages.
- Regulatory environment: The Indonesian government is actively promoting the development of the edtech sector, but regulations can be complex and evolving.
The main protagonists of the case study are:
- Snapask's management team: They are responsible for developing and implementing the company's expansion strategy in Indonesia.
- Indonesian educators and students: They are the primary target market for Snapask's services.
- Indonesian government officials: They play a key role in shaping the regulatory environment for the edtech sector.
3. Analysis of the Case Study
SWOT Analysis:
Strengths:
- Strong technology platform: Snapask's app is user-friendly and provides a seamless experience for students and tutors.
- Data-driven approach: The company leverages data analytics to personalize learning experiences and improve service quality.
- Experienced management team: The team has a proven track record of success in the edtech industry.
- Strong brand recognition: Snapask has established a strong brand reputation in Hong Kong and other markets.
Weaknesses:
- Limited market awareness in Indonesia: Snapask needs to build brand awareness and establish a strong presence in the Indonesian market.
- Potential cultural barriers: The company needs to adapt its services and marketing strategies to the specific cultural context of Indonesia.
- Limited local partnerships: Snapask needs to build relationships with key players in the Indonesian education ecosystem.
Opportunities:
- Large and growing market: Indonesia has a large and rapidly growing population, with a strong demand for quality education.
- Government support for edtech: The Indonesian government is actively promoting the development of the edtech sector.
- Potential for innovation: Snapask can leverage its technology and analytics capabilities to develop innovative learning solutions tailored to the Indonesian market.
Threats:
- Intense competition: The Indonesian edtech market is highly competitive, with several established players and a growing number of startups.
- Economic uncertainty: The Indonesian economy is subject to global economic fluctuations, which could impact consumer spending on education.
- Regulatory changes: The Indonesian government may introduce new regulations that could impact the edtech sector.
Porter's Five Forces:
- Threat of new entrants: High, due to the low barriers to entry in the edtech sector.
- Bargaining power of buyers: High, as students have a wide range of choices for online learning platforms.
- Bargaining power of suppliers: Low, as tutors are readily available in the Indonesian market.
- Threat of substitutes: High, as there are many alternative learning resources available, including traditional tutoring services, online courses, and educational apps.
- Rivalry among existing competitors: High, due to the large number of players in the market and the rapid pace of innovation.
Value Chain Analysis:
Snapask's value chain can be broken down into the following primary activities:
- Inbound logistics: Recruiting and managing tutors.
- Operations: Providing on-demand tutoring services through the app.
- Outbound logistics: Delivering learning materials and support to students.
- Marketing and sales: Promoting Snapask's services to students and educators.
- Customer service: Providing support to students and tutors.
Business Model Innovation:
Snapask can explore various business model innovations to enhance its competitive advantage in Indonesia:
- Freemium model: Offer a basic version of the app for free, with premium features available for a subscription fee.
- Partnership model: Collaborate with educational institutions and government agencies to provide subsidized access to Snapask's services.
- Value-added services: Expand beyond tutoring to offer additional services such as personalized learning plans, career counseling, and standardized test preparation.
4. Recommendations
1. Product Differentiation:
- AI-powered learning tools: Develop AI-powered tools that can personalize learning experiences, provide adaptive feedback, and identify areas where students need additional support.
- Personalized learning paths: Create individualized learning paths based on student learning goals, strengths, and weaknesses.
- Content expansion: Expand beyond tutoring to offer a wider range of educational content, including video lectures, practice questions, and interactive simulations.
2. Market Penetration:
- Targeted marketing campaigns: Develop marketing campaigns that specifically target underserved segments within Indonesia, such as students in rural areas or those from low-income families.
- Partnerships with educational institutions: Collaborate with schools, universities, and other educational institutions to provide access to Snapask's services to their students.
- Government initiatives: Partner with government agencies to participate in initiatives that promote access to quality education.
3. Market Development:
- Expansion into Southeast Asia: Leverage Snapask's brand recognition and operational expertise in Indonesia to expand into other Southeast Asian markets with similar education challenges.
- Localization: Adapt Snapask's services and marketing materials to the specific cultural contexts of each new market.
- Strategic alliances: Form partnerships with local edtech companies, educational institutions, and government agencies to accelerate market penetration.
4. Strategic Alliances:
- Educational technology providers: Partner with local edtech companies to integrate Snapask's services into their platforms.
- Non-profit organizations: Collaborate with non-profit organizations that focus on education and social impact.
- Government agencies: Work with government agencies to develop and implement programs that promote access to quality education.
5. Basis of Recommendations
These recommendations are based on a comprehensive analysis of Snapask's strengths, weaknesses, opportunities, and threats in the Indonesian market. They consider:
- Core competencies: Leveraging Snapask's strengths in technology and analytics to develop innovative learning solutions.
- External customers: Meeting the needs of Indonesian students and educators by providing accessible and affordable learning services.
- Internal clients: Empowering tutors and providing them with a platform to share their knowledge and expertise.
- Competitors: Differentiating Snapask's services from those of its competitors by offering a more comprehensive and personalized learning experience.
- Attractiveness: The recommendations are expected to generate significant revenue and market share for Snapask in Indonesia.
6. Conclusion
Snapask has a significant opportunity to succeed in the Indonesian edtech market by leveraging its strengths in technology and analytics to develop innovative learning solutions. By focusing on product differentiation, market penetration, market development, and strategic alliances, Snapask can establish a strong presence in the market and achieve sustainable growth.
7. Discussion
Alternatives:
- Focus solely on tutoring: This approach would limit Snapask's growth potential, as the tutoring market is already crowded with competitors.
- Acquire a local edtech company: This could provide Snapask with immediate access to the Indonesian market, but it also carries significant risks, such as integration challenges and cultural differences.
Risks:
- Intense competition: The Indonesian edtech market is highly competitive, and Snapask may face challenges in differentiating its services from those of its competitors.
- Regulatory changes: The Indonesian government may introduce new regulations that could impact the edtech sector.
- Cultural barriers: Snapask may face challenges in adapting its services and marketing strategies to the specific cultural context of Indonesia.
Key Assumptions:
- Continued growth of the Indonesian edtech market: The recommendations assume that the Indonesian edtech market will continue to grow at a rapid pace.
- Government support for edtech: The recommendations assume that the Indonesian government will continue to support the development of the edtech sector.
- Snapask's ability to innovate: The recommendations assume that Snapask will be able to develop innovative learning solutions that meet the needs of Indonesian students.
8. Next Steps
Timeline:
- Year 1: Focus on product development, market penetration, and building strategic alliances.
- Year 2: Expand into new markets within Southeast Asia and continue to develop innovative learning solutions.
- Year 3: Consolidate operations in Indonesia and Southeast Asia and explore new growth opportunities.
Key Milestones:
- Launch of AI-powered learning tools: Within 6 months.
- Partnerships with 10 educational institutions: Within 12 months.
- Expansion into 2 new Southeast Asian markets: Within 24 months.
By implementing these recommendations, Snapask can position itself for long-term success in the Indonesian edtech market and beyond.
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Case Description
When Timothy Yu and Katherine Cheung, Snapask's CEO and Chief Marketing Officer, respectively, decided to enter the Indonesian market, they knew that this wouldn't be a snap. Snapask was an education technology company that applied machine learning and mobile cloud services to make education more effective, personalized, and accessible to everyone. After an uncertain kickoff in Hong Kong SAR, a very successful entry in China Taiwan, and relevant experience in the Southeast Asian region, Timothy and Katherine had learned that an in-depth knowledge of their stakeholders and the target educational context were key for their success. During the two-month pilot program in Indonesia, Katherine found out that their existing subscription model did not fit the market. Instead of monthly or yearly subscriptions, the Indonesian students expected to pay by prepaid cards. How could Snapask market and price its product in this different context? In Indonesia, Katherine had to adjust the strategy and formulate a proposal for Timothy accordingly.
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