BA 105 WFW | Case 6:Sustainable Lawn Care Case Study

Bonnevie, Alexandra | Magalin, Ayesha | Nuruddin, Mardheeya | Pansar, Amenah

CASE PROBLEM
The Lawn Care Company is known for making the highest quality grass seed and fertilizer. With
sales of almost $1 billion, the value chain stops after products are delivered to park and golf
course customers. However, due to misapplication of local subcontractors or customers, the
quality of its products and the ways it were applied are always in question. Its competitor, on the
other hand, has started providing application service that assists customers in doing the right
application method using appropriate equipment and is now planning to expand its services to
market segments other than parks and golf courses. With this, how can Lawn Care Company
differentiate its products and services to gain competitive advantage?
ANALYSIS
The Lawn Care Company banks on the quality of its grass seeds and fertilizers. Even without
supplementary services, it was able to raise $1 billion. The company was able to establish a
reputation in the industry by providing the right product to the right customer at the right time.
Nevertheless, Lawn Care was not able to live up to what their brand is mostly known for due to
incorrect application using inappropriate equipment and tools of these non-Lawn care
application personnel, leading to claims for damaged lawns and polluted lakes. Questions on
whos at fault leads to conflicts in the relationship among the company, the personnel and the
customer.
The biggest weakness of the company is that its current value chain is centered solely on the
production of grass seeds and fertilizers. The responsibility of the company ends with the
delivery of the products. There is no follow through after theyve sold a product to the customer.
Application of the products are done by local subcontractor and/or the customers themselves.
Thus said, Lawn Care needs to focus on having a competitive advantage to differentiate it from
its booming competitors through improving the post production process of its value chain.
Analyzing the current situation, the firm and its competitors has its order qualifiers that permit it
to be candidates of purchase by customers such as grass seeds and fertilizers. However, its
competitors has more favorable order winners such as its application service assistance which
involves delivering and applying fertilizers to avoid misapplications and liability for damages.
With Lawn Care, the only factor that sets it apart from its competitors is that its seeds and
fertilizers are of utmost quality. However, this is often overlooked because not all of its
customers are knowledgeable in organic chemistry.

BA 105 WFW | Case 6:Sustainable Lawn Care Case Study

Bonnevie, Alexandra | Magalin, Ayesha | Nuruddin, Mardheeya | Pansar, Amenah
RECOMMENDATION
Given the foregoing analysis, it is best for Lawn Care Company to also enter the application
service business not only to help aid customers in correctly applying grass seeds and fertilizers
but also to emphasize the quality of its products. In that way, complaints from customers will be
minimized and doubts regarding the quality of the product will be eradicated. This application
service will be offered at a relatively lower price as compared to that of its competitors for Lawn
Care Company to gain an advantage over its competitors in this particular segment. Moreover,
as shown on the table below, we also recommend the company to offer post-sale visit and
consultation, damage/claims services, and agronomic solutions to ensure customer satisfaction.
These post-productions services will serve as order winners to gain customer loyalty.

Gaining a customer

Product design
(plant nutrients)

R&D

Service design

Training of
employees

Value Chain Creation

Production of
high quality grass seeds
and fertilizers

Improved
distribution networks

Eco-friendly

Pollution
control process and
equipment

Product
customization (e.g. 40%
for component X and
60% for component Y)

Keeping the customer

Application
service (ultimate level of
application safety and
appropriate methods)

Post-sale visit
and consultation

Agronomic
solutions to golf course
superintendents,
landscapers, nursery
operators, managers of
municipal properties,
athletic field managers
and agronomists

Damage/claim
s services

With Lawn Care Companys new strategy comes new slogan: Lawn Care. You Buy, We Apply.