Iguana Fix Harvard Case Solution & Analysis

Iguana Fix Case Solution

Introduction

Iguana Fix is a startup company that is operating in Latin America. Recchia and Andres Bernasconi are the founders of this company. The meaning of IguanaFix is “I wanna fix”. The company offers online services to facilitate the customers and also connects them with house enhancement experts.The company started its business by having 51 employees.  The founders use B2C and B2B approaches to reach their customers. After success and growth in the business, now it is the time for the founders to decide on should they get a brand name or should they focus on B2B business and work on further partnering. The marketing techniques and advertisement techniques vary with the changing objectives of the company. Founders are looking at a business that they are getting from both the businesses, i.e. B2B & B2C. After having growth, the question that is in which business should the company invest its marketing budget and budget and resources. Both the businesses are providing sufficient growth and recognition to the company.

Problem statement

The company is in the growth phase.Initially,the company is focused on two business approaches, i.e. B2C and B2B approach. B2C business allows the company to grow its service categories, and direct consumer marketing helps the company in increasing its awareness and developing its value. It also helps the company in its operations, growth and testing markets as well as technological development. And B2B helps the company in installation, assembling, and other home-related services. But the issue is that the company is growing and it has very limited resources(Frank V. Cespedes, 2018). So, the company has to decide in which business approach should it invest further, and work for its further development.

Question 1

Iguana Fix is growing and both B2B and B2C businesses are favoring the business in its operations. So for investors,it is important for founders to critically analyze the advantages and disadvantages of both, and the future scope of this business, and then they should make their decision. If I had to decide the investment and resource decision-making then I would have decided to shift my focus more on B2C business as compared to B2B. B2C is more efficient and risk-free rather than B2B. Initially, as a startup, we are not able to bear huge advertisement costs and further service development costs. So to maintain this for the company and to retain in the market for the long run; I would have focused on B2C services through retailing, alongside which I would have also continued in B2C  because doing so would have helped the company in increasing its brand recognition.  Iguana Fix should invest in social media marketing and it on saving its costs and developing a brand image in the industry. Whereas,the company should invest its resources in B2B to develop business’s efficiency and business reach. B2B will help the company in increasing its business reach and B2C will help the company in improving its brand image. As there is a minimal competition in the industry; and as a startup the company should take advantage of being a first-mover in the industry. In the future, there are chances that the company would have its recognition and it would become a big brand in future.

For growth in both the segments,the company should initially invest in B2C because it would grow faster; whereas, B2B service’s accuracy depends on another company and any mistake from the retailer’s side can harm the company’s overall business image. The company should move forward with B2C, because it would help the company in acquiring an image of a single successful business entity. Whereas, the consumers also prefer online services rather than any intermediary services...........................

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