Case Name :      Embrace (A): Opportunity Identification

Authors :           Mridula Anand, Anand Nandkumar, Charles Dhanaraj

Source :             Ivey Publishing

Case ID :            W13122

Discipline :        Strategy

Case Length :    07 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

The Embrace case series provides an engaging context to understand social innovation, by taking students through a sequence of critical decisions from opportunity analysis and market feasibility study to formulating a competitive strategy and developing business models for growth. The focus of the case is on an innovative idea to solve the problem of a high number of fatalities in premature births in rural India, and the potential for an affordable product. The case is structured as a four-part series:Part A: Opportunity Identification. The setting is an MBA classroom where five teams have been given five ideas and the students are asked to match each idea to each team. The focus is on how to identify and evaluate an appropriate opportunity given a unique entrepreneurial team, its composition, and its prior experience. Often, entrepreneurs discount the critical role that team-task fit plays in subsequent success.Part B: Market Feasibility Analysis. The social problem associated with neonatal care in rural India is presented and the economics of providing reasonable care for premature babies is discussed. Is it possible to find an affordable and profitable price point, and make the project sustainable?Part C: Competitive Strategy.The students are taken through an external analysis of the potential competition. This calls for a close analysis of what the competitive advantage of the venture is and whether it is sustainable. It forces the students to consider other available neonatal care options in the market, as well as to think about the IP issues they could face.Part D: Building the Business Model. The team must decide between manufacturing the product in-house or outsourcing to vendors. Also, issues of distribution and sales require consideration.