CASE ANALYSIS – CONNEXIA

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Case Analysis Assignment Instructions

This assignment requires that each student prepare a written analysis of a case involving an issue of entrepreneurship or corporate innovation.

The case analysis in WMBA 6070 offers the student the opportunity to demonstrate proficiency in the skills of analyzing entrepreneurship or innovation opportunities, problems, and decision situations. Those analytical and decision-making skills include: choosing the processes, strategies, and systems needed to guide the overall organization by conducting SWOT analysis; conducting competitive analysis; forecasting income/sales; conducting break-even analysis; developing action plans; using budgets to control operations; analyzing cash-flow patterns; and tracking performance of business plans or feasibility studies.

Each student will select one case provided by the instructor (described below and available in the Case Analysis Assignment folder in Brightspace/D2L).

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The written case analysis report will be at least two (2) single-spaced pages in length. Longer analyses are acceptable, but do not exceed five (5) single-spaced pages of text. If you prepare a financial analysis, you can attach as many tables and analysis spreadsheets as you wish – these attachments do not count in the page total mentioned above.
A guideline for the broad steps of the analysis and for the questions that should be addressed in the report includes the following:

1. Identify the main issue(s) that the key actor in the case needs to address. Also indicate if there are any secondary issues to address. Explain these issues in terms of a SWOT analysis. Specifically, are the issues due to changes in the external environment (opportunities or threats) or to situations in the company’s internal environment (strengths or weaknesses)? Are competitors dealing with the same issue(s) or are these questions and decisions unique to the key actor in the case?

2. Identify alternative courses of action.

3. Recommend an alternative and justify your recommendation.

a. Broadly identify the financial implications of your recommendation. Consider the broad categories of activities in the business plan. For example, are marketing costs going to rise? Would your recommendation reduce operating costs? Logistics or transportation costs? Human resources? Will costs increase at first but be offset by increased revenues later? To the extent possible given the numbers in the case, offer some quantitative estimate(s) – for example, perhaps your recommendation will increase revenues by 1,000 units x $100 per unit = $100,000.

b. What steps would the company need to take to implement your recommendation? Over what timeline would the recommendation be implemented?

c. Include an explanation of risks of your recommendation.

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There is an expectation for graduate level analysis. External research beyond the case document sometimes supports a thorough analysis. However, the cases to choose from for this assignment do provide a considerable amount of industry explanation and details about the businesses. These cases may require about 10 hours of work/thought to analyze. For each of the cases, you might choose to look at the company’s website (a link is provided; a video exists for Fula & Style), but that is not a requirement of the analysis – all information you need for the analysis is provided in the case document.

Choose from among the following cases:

CASE A: Resolute Marine Energy

Resolute Marine is a start-up company working to commercialize its technology for using renewable energy in the form of ocean waves to produce cheaper water for poor coastal communities. The company is attempting to choose among three alternative strategic approaches for commercializing the technology by evaluating where Resolute Marine can add the most value. As explained in the case, each approach has short-term and long-term advantages and disadvantages. The key question for the company is which approach will best serve current stakeholders and attract potential investors.

Link to Resolute Marine website www.resolutemarine.com

CASE B: Fula&Style

Aminata Kane was born in Paris but brought up in Senegal. Her goal after graduate school at MIT was to create a business in Africa that would design and sell affordable, fashionable, and climateappropriate clothing for Africa’s professional and office workers. An additional goal was to improve the lives of West African tailors. The case shows the necessity for making a plan but updating it frequently, knowing one’s market, and understanding what the clients value. Fula & Style Case Video

CASE C: Aspiring Minds

Aspiring Minds (AM) highlights the challenges of developing a new product and managing rapid growth with limited human capital. In 2007, Varun and Himanshu Aggarwal founded AM in India and developed the AMCAT exam. For a small fee, graduating students could take the exam and make their scores available to potential employers. AM’s database of scores facilitated employers’ search for talent. Private funding augmented start-up capital, allowing AM to develop test variations, hire sales staff, and begin selling the concept. By mid-2013, one million Indian students had taken the test; dozens of large corporations were tapping into the database. The brothers, with their investors and advisors, discussed a possible strategy for growth: partnerships with organizations that had customer connections outside India. Link to Aspiring Minds website www.aspiringminds.com

CASE D: Conexia

Conexia was created as a spin-off from an Argentinian corporation. This transaction to create the standalone business took place in 2003. At the time of the case, Conexia is about 7 years old. It is contemplating entering the U.S. market as a way to grow. Conexia sells IT systems for health insurance companies to pre-authorize medical payments. This case lets you contemplate the complexities of entering the U.S. healthcare payments market, particularly for a company that was founded in another country with a different healthcare system. (Given all that has happened in the U.S. healthcare market since then, would the company face the same business environment now as then?) Link to Conexia website www.conexia.com/en/index.html

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CASE E: SENZ Umbrellas

SENZ is approximately two years old at the time of this case. The company has developed a unique design for an umbrella. The primary decision is a choice among business models. The founder is trying to determine how the product will be sold – the model through which the company will make money. There are operating and intellectual property issues to consider. Link to SENZ website www.senz.com

The Case Analysis report is due no later than November 25 at 12:00 noon. If you submit the paper early, it will be graded early.
The grading rubric for this assignment in posted as a separate document in this Case Analysis Assignment folder in Brightspace/D2L. Please make sure that all of the items in the left-hand column of the rubric are addressed in your completed assignment.
Suggested Outline for Your Case Analysis Report

1. Provide an introduction that gives an overview of the case (approx. one paragraph).

2. Address questions and issues that you have identified as key to the decisions facing the company. (Most of these are identified within or at the end of the case. But you can mention other issues that you think are important but may have been overlooked by the case writer.)

3. Evaluate the alternatives and make your recommendation (as explained above – identifying risks, broadly addressing financial implications in terms of the firm’s value chain).

4. Offer personal insights that tie course concepts to the case and explain your opinions about the business and its feasibility.

5. Summarize what you wrote (approx. one paragraph).

6. If you conduct any financial analysis that is more clearly presented separately (a table, equations, financial statement, for example), you may attach separate pages (or submit a separate Excel file) with the numbers.

Case Study Goals:

  • Understand the role of governments when entering into new markets
  • Apply cultural considerations in adapting a global brand to a local context
  • Critically assess marketing implementation strategies.
  • Identify potential country markets that match with a company’s core competencies.
  • Demonstrate critical thinking and effective writing skills consistent with a 400-level college course.  

Case Study Objectives: 

  1. Understand how a company’s management orientation can direct their approach to foreign market entry
  2. Demonstrate understanding and application of the external environments affecting global marketing activities
  3. List, describe and apply the different modes of foreign market entry
  4. Analyze qualitative country and business facts and their implication on global marketing strategy
  5. Make and defend your country selection and business decisions
  6. Develop critical thinking skills by demonstrating ability to apply global marketing concepts to a particular situation
  7. Demonstrate college-level writing skills consistent with a 400-level course.

Please answer the following questions:

The two from the Case Study itself:

 

  1. What has made Conexia successful so far?
  2. How will the U.S market be different from what Conexia has seen in Argentina?

 

Additional questions to answer:

 

  1. Based on the case narrative, identify two issues challenging Conexia’s current operation and decision.  What would you recommend to Conexia to solve those challenges?

 

  1. For its next expansion project, what country and city would you recommend for Conexia?  Be sure to explain your rationale in terms of why that country/city would be an attractive expansion strategy.

 

  1. Study the case and list three strengths, weaknesses, opportunities and threats to Conexia entering the US market. Remember that in a SWOT analysis, strengths and weaknesses are internal.       Opportunities and threats are external.

 

Case Study Goals:

 

  • Understand the role of governments when entering into new markets
  • Apply cultural considerations in adapting a global brand to a local context
  • Critically assess marketing implementation strategies.
  • Identify potential country markets that match with a company’s core competencies.
  • Demonstrate critical thinking and effective writing skills consistent with a 400-level college course.

 

Case Study Objectives: 

 

  1. Understand how a company’s management orientation can direct their approach to foreign market entry
  2. Demonstrate understanding and application of the external environments affecting global marketing activities
  3. List, describe and apply the different modes of foreign market entry
  4. Analyze qualitative country and business facts and their implication on global marketing strategy
  5. Make and defend your country selection and business decisions
  6. Develop critical thinking skills by demonstrating ability to apply global marketing concepts to a particular situation
  7. Demonstrate college-level writing skills consistent with a 400-level course.

 

 

PREPARE your Case Study as follows:

 

  1. Carefully read the case once for a review and then a second time for specific content information. Be sure to give special emphasis on the strengths, weaknesses, opportunities and threats for the organization.  Be prepared to discuss the organization in terms of mode of entry, operational policies as well as extent of customization based on cultural considerations.

 

  1. Thoroughly read the chapters in the weekly conferences and conduct additional outside research on country and business resources.

 

  1. Review the following global marketing topics to ensure you understand the marketing principles and can demonstrate you can apply them in this case.

 

  1. Be sure you understand all of the global marketing concepts covered in this case and review these concepts in the course modules if needed:
  • Marketing environment
  • Management orientations
  • Foreign market entry
  • Global branding principles
  • Product development
  • Branding
  • Pricing
  • Promotion
  • Distribution
  • SWOT analysis

 

3. Prepare thoughtful answers to the questions being asked!

 

4. Follow ALL the guidelines for writing and submitting your Written Assignment

 

5. The Written Assignment should be 4 pages except cover and reference pages