Harvard Case - St Helena: Landing a Future for a South Atlantic Island
"St Helena: Landing a Future for a South Atlantic Island" Harvard business case study is written by Kirsty Joshua, Christopher Williams. It deals with the challenges in the field of Strategy. The case study is 12 page(s) long and it was first published on : Mar 1, 2018
At Fern Fort University, we recommend a multi-pronged strategy for St. Helena to secure its future and achieve sustainable growth. This strategy focuses on leveraging the island's unique attributes, embracing technological innovation, and strategically positioning itself within the global market.
2. Background
St. Helena, a remote island in the South Atlantic, faces significant challenges. Its isolation has led to economic stagnation, limited job opportunities, and a reliance on external aid. The arrival of the airport in 2016 presented a unique opportunity for growth, but the island needs a clear strategy to capitalize on this new infrastructure.
The case study focuses on the challenges and opportunities facing St. Helena, highlighting the need for a sustainable and innovative approach to economic development. The main protagonists are the St. Helena Government, local businesses, and the island's residents.
3. Analysis of the Case Study
SWOT Analysis:
- Strengths:
- Unique geographical location and natural beauty.
- Rich history and cultural heritage.
- Strong community spirit and resilience.
- Potential for sustainable tourism and eco-tourism.
- Access to the airport, opening up new opportunities for trade and tourism.
- Weaknesses:
- Limited infrastructure and economic base.
- High cost of living and limited job opportunities.
- High dependence on external aid.
- Lack of skilled workforce and entrepreneurial experience.
- Limited access to capital and investment.
- Opportunities:
- Development of sustainable tourism and hospitality sector.
- Growth of e-commerce and remote working opportunities.
- Promotion of St. Helena as a unique destination for adventure tourism and eco-tourism.
- Development of niche industries like renewable energy and aquaculture.
- Leveraging technology to improve connectivity and access to information.
- Threats:
- Climate change and its potential impact on the island's environment.
- Competition from other tourist destinations.
- Volatility in global markets and economic downturn.
- Lack of skilled workforce and difficulty in attracting and retaining talent.
Porter's Five Forces:
- Threat of New Entrants: Low, due to the island's remote location and high initial investment costs.
- Bargaining Power of Buyers: Moderate, as tourists have many alternative destinations but St. Helena offers a unique experience.
- Bargaining Power of Suppliers: High, due to the island's dependence on imported goods and limited local supply chains.
- Threat of Substitutes: Moderate, as tourists can choose alternative destinations with similar attractions.
- Competitive Rivalry: Low, as St. Helena is a niche destination with limited competition.
Value Chain Analysis:
St. Helena's value chain can be analyzed across primary and support activities:
- Primary Activities:
- Inbound Logistics: Importing goods and materials.
- Operations: Tourism, agriculture, fishing, and small-scale manufacturing.
- Outbound Logistics: Exporting goods and services.
- Marketing and Sales: Promoting tourism and attracting investment.
- Service: Providing tourism services and supporting local businesses.
- Support Activities:
- Infrastructure: Developing transportation, communication, and energy infrastructure.
- Human Resource Management: Training and developing the local workforce.
- Technology Development: Leveraging technology to improve efficiency and connectivity.
- Procurement: Sourcing goods and services from local and international suppliers.
Business Model Innovation:
St. Helena needs to embrace business model innovation to overcome its challenges. This includes:
- Developing a sustainable tourism model: Focusing on eco-tourism, adventure tourism, and cultural experiences.
- Promoting remote working opportunities: Leveraging the island's unique location and connectivity to attract digital nomads and remote workers.
- Establishing a strong online presence: Developing a comprehensive website and social media strategy to promote the island's offerings.
- Developing a digital economy: Encouraging e-commerce and online businesses to create new job opportunities.
- Exploring partnerships with international organizations: Seeking collaboration for infrastructure development, skills training, and investment.
4. Recommendations
Strategic Recommendations:
Focus on Sustainable Tourism: Develop a comprehensive tourism strategy that emphasizes unique experiences, environmental sustainability, and cultural immersion. This should include:
- Developing a range of tourism products: Offer diverse experiences like hiking, diving, birdwatching, historical tours, and cultural events.
- Investing in infrastructure: Improve transportation, accommodation, and facilities to cater to a wider range of tourists.
- Promoting responsible tourism: Encourage eco-friendly practices, support local businesses, and minimize environmental impact.
Embrace Technology and Innovation: Leverage technology to enhance connectivity, improve efficiency, and create new economic opportunities. This includes:
- Developing a robust digital infrastructure: Invest in broadband internet, mobile networks, and digital literacy programs.
- Promoting e-commerce and online businesses: Support local entrepreneurs in developing online platforms and reaching international markets.
- Exploring opportunities in remote working: Promote St. Helena as a desirable location for digital nomads and remote workers.
- Leveraging AI and machine learning: Explore applications of AI in agriculture, tourism, and other sectors to improve efficiency and productivity.
Diversify the Economy: Reduce dependence on tourism by developing other sectors like agriculture, fishing, and renewable energy. This includes:
- Investing in sustainable agriculture: Promote organic farming, aquaculture, and sustainable fishing practices.
- Developing renewable energy sources: Explore solar, wind, and geothermal energy to reduce reliance on fossil fuels.
- Promoting entrepreneurship and small businesses: Support local businesses through training, mentorship, and access to finance.
Strengthening Partnerships: Collaborate with international organizations, NGOs, and private sector companies to secure funding, expertise, and investment. This includes:
- Seeking grants and funding: Apply for grants and funding from international organizations focused on sustainable development.
- Developing partnerships with tourism operators: Collaborate with international tourism companies to promote St. Helena as a destination.
- Attracting foreign direct investment: Promote the island's investment potential to international investors.
Operational Recommendations:
Develop a comprehensive marketing strategy: Create a strong brand identity and promote St. Helena as a unique and desirable destination. This includes:
- Developing a website and social media presence: Create engaging content to showcase the island's attractions and experiences.
- Participating in international travel exhibitions: Promote the island to potential tourists and travel operators.
- Partnering with travel bloggers and influencers: Generate positive reviews and recommendations.
Improve infrastructure and connectivity: Invest in transportation, communication, and energy infrastructure to enhance the island's attractiveness and competitiveness. This includes:
- Expanding the airport: Increase capacity to accommodate more flights and passengers.
- Improving port facilities: Enhance the port's infrastructure to facilitate trade and tourism.
- Developing a reliable internet network: Provide high-speed internet access to residents and businesses.
Develop a skilled workforce: Invest in education and training programs to equip the local workforce with the skills needed for the growing economy. This includes:
- Offering vocational training: Provide training in tourism, hospitality, agriculture, and other relevant sectors.
- Promoting higher education: Support access to higher education opportunities for St. Helena residents.
- Attracting skilled professionals: Offer incentives and support to attract skilled workers from other countries.
5. Basis of Recommendations
These recommendations are based on a thorough understanding of St. Helena's strengths, weaknesses, opportunities, and threats. They are aligned with the island's mission to achieve sustainable development and improve the quality of life for its residents.
The recommendations consider:
- Core competencies: Leveraging the island's unique natural beauty, cultural heritage, and strong community spirit.
- External customers: Attracting tourists seeking unique experiences, digital nomads, and investors.
- Internal clients: Empowering local businesses and residents to participate in the island's economic growth.
- Competitors: Differentiating St. Helena from other tourist destinations and offering a unique value proposition.
- Attractiveness: The recommendations are expected to generate positive economic and social impact, leading to increased tourism revenue, job creation, and improved living standards.
6. Conclusion
St. Helena has a unique opportunity to transform itself into a thriving and sustainable destination. By embracing innovation, diversifying its economy, and leveraging its unique attributes, the island can secure a bright future for its residents.
7. Discussion
Alternative Options:
- Focusing solely on tourism: This approach could lead to over-reliance on a single sector and vulnerability to external shocks.
- Continuing with existing development strategies: This would likely lead to continued economic stagnation and dependence on external aid.
- Developing a large-scale industrial sector: This could have negative environmental and social impacts and may not be feasible given the island's limited resources.
Risks and Key Assumptions:
- Risk of environmental damage: The tourism and economic development must be undertaken sustainably to avoid environmental degradation.
- Risk of over-dependence on tourism: St. Helena needs to diversify its economy to mitigate risks associated with tourism fluctuations.
- Risk of attracting unqualified investors: St. Helena needs to carefully vet investors to ensure their commitment to sustainable development.
- Assumption of increased tourism demand: The success of the tourism strategy depends on attracting a significant number of tourists.
- Assumption of technological advancements: The recommendations rely on the availability of advanced technologies and digital infrastructure.
8. Next Steps
Timeline:
- Year 1: Develop a comprehensive strategic plan, establish a dedicated tourism agency, and invest in digital infrastructure.
- Year 2: Launch marketing campaigns, attract foreign investment, and implement sustainable tourism initiatives.
- Year 3: Expand the airport, improve port facilities, and launch training programs for the local workforce.
- Year 4: Develop renewable energy sources, promote e-commerce and remote working opportunities, and monitor progress towards sustainability goals.
Key Milestones:
- Secure funding for strategic initiatives.
- Develop a comprehensive tourism marketing plan.
- Establish partnerships with international organizations and investors.
- Implement sustainable tourism practices.
- Develop a skilled workforce through training and education programs.
By taking these steps, St. Helena can successfully navigate the challenges of globalization and build a brighter future for itself.
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Case Description
In October 2017, the first ever commercial flight landed on St Helena, one of the world's remotest islands. There had been delays building,certifying, and opening the airport due to unforeseen wind conditions. Now that weekly commercial flights had finally begun, how should the island's Economic Development Board approach the next phase of the long-term strategy to boost St Helena's economy through tourism?
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