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Developing a New Smartphone Application: UrbanBaby SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

Case Study SWOT Analysis Solution

Case Study Description of Developing a New Smartphone Application: UrbanBaby


UrbanBaby is a newly developed smartphone application (app) that allows users to address the difficult task of finding activities, restaurants and other forms of entertainment for newborns to young teens. A number of issues must be addressed if it is going to be profitable. First, the app's creators, Alex and Pavel, are unsure how to characterize the large potential target market, parents, or if there are other target markets that might be interested. This is critical, as the success of the app depends on the cultivation of a strong online community that will contribute content. Second, they have to find a reliable source of data to populate the app. Third, they must decide whether to focus on Apple's operating system, which is popular in North America, or put more of their energy into competing operating systems that are much more popular in the rest of the world. Finally, they have a number of strategic marketing choices to make and to prioritize, including whether to keep the UrbanBaby brand name and risk the ire of similarly named competitors, how to price the app, how to position and promote the app and how to time the rollout. How these initial choices will affect subsequent strategic and tactical decisions is also a matter of concern.

Authors :: Andrew Perkins

Topics :: Sales & Marketing

Tags :: Entrepreneurship, Mobile, Product development, SWOT Analysis, SWOT Matrix, TOWS, Weighted SWOT Analysis

Swot Analysis of "Developing a New Smartphone Application: UrbanBaby" written by Andrew Perkins includes – strengths weakness that are internal strategic factors of the organization, and opportunities and threats that Urbanbaby App facing as an external strategic factors. Some of the topics covered in Developing a New Smartphone Application: UrbanBaby case study are - Strategic Management Strategies, Entrepreneurship, Mobile, Product development and Sales & Marketing.


Some of the macro environment factors that can be used to understand the Developing a New Smartphone Application: UrbanBaby casestudy better are - – wage bills are increasing, competitive advantages are harder to sustain because of technology dispersion, customer relationship management is fast transforming because of increasing concerns over data privacy, banking and financial system is disrupted by Bitcoin and other crypto currencies, there is increasing trade war between United States & China, increasing household debt because of falling income levels, increasing energy prices, increasing government debt because of Covid-19 spendings, technology disruption, etc



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Introduction to SWOT Analysis of Developing a New Smartphone Application: UrbanBaby


SWOT stands for an organization’s Strengths, Weaknesses, Opportunities and Threats . At Oak Spring University , we believe that protagonist in Developing a New Smartphone Application: UrbanBaby case study can use SWOT analysis as a strategic management tool to assess the current internal strengths and weaknesses of the Urbanbaby App, and to figure out the opportunities and threats in the macro environment – technological, environmental, political, economic, social, demographic, etc in which Urbanbaby App operates in.

According to Harvard Business Review, 75% of the managers use SWOT analysis for various purposes such as – evaluating current scenario, strategic planning, new venture feasibility, personal growth goals, new market entry, Go To market strategies, portfolio management and strategic trade-off assessment, organizational restructuring, etc.




SWOT Objectives / Importance of SWOT Analysis and SWOT Matrix


SWOT analysis of Developing a New Smartphone Application: UrbanBaby can be done for the following purposes –
1. Strategic planning using facts provided in Developing a New Smartphone Application: UrbanBaby case study
2. Improving business portfolio management of Urbanbaby App
3. Assessing feasibility of the new initiative in Sales & Marketing field.
4. Making a Sales & Marketing topic specific business decision
5. Set goals for the organization
6. Organizational restructuring of Urbanbaby App




Strengths Developing a New Smartphone Application: UrbanBaby | Internal Strategic Factors
What are Strengths in SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

The strengths of Urbanbaby App in Developing a New Smartphone Application: UrbanBaby Harvard Business Review case study are -

Low bargaining power of suppliers

– Suppliers of Urbanbaby App in the sector have low bargaining power. Developing a New Smartphone Application: UrbanBaby has further diversified its suppliers portfolio by building a robust supply chain across various countries. This helps Urbanbaby App to manage not only supply disruptions but also source products at highly competitive prices.

Analytics focus

– Urbanbaby App is putting a lot of focus on utilizing the power of analytics in business decision making. This has put it among the leading players in the industry. The technology infrastructure suggested by Andrew Perkins can also help it to harness the power of analytics for – marketing optimization, demand forecasting, customer relationship management, inventory management, information sharing across the value chain etc.

Effective Research and Development (R&D)

– Urbanbaby App has innovation driven culture where significant part of the revenues are spent on the research and development activities. This has resulted in, as mentioned in case study Developing a New Smartphone Application: UrbanBaby - staying ahead in the industry in terms of – new product launches, superior customer experience, highly competitive pricing strategies, and great returns to the shareholders.

Highly skilled collaborators

– Urbanbaby App has highly efficient outsourcing and offshoring strategy. It has resulted in greater operational flexibility and bringing down the costs in highly price sensitive segment. Secondly the value chain collaborators of the firm in Developing a New Smartphone Application: UrbanBaby HBR case study have helped the firm to develop new products and bring them quickly to the marketplace.

Diverse revenue streams

– Urbanbaby App is present in almost all the verticals within the industry. This has provided firm in Developing a New Smartphone Application: UrbanBaby case study a diverse revenue stream that has helped it to survive disruptions such as global pandemic in Covid-19, financial disruption of 2008, and supply chain disruption of 2021.

Strong track record of project management

– Urbanbaby App is known for sticking to its project targets. This enables the firm to manage – time, project costs, and have sustainable margins on the projects.

Cross disciplinary teams

– Horizontal connected teams at the Urbanbaby App are driving operational speed, building greater agility, and keeping the organization nimble to compete with new competitors. It helps are organization to ideate new ideas, and execute them swiftly in the marketplace.

Sustainable margins compare to other players in Sales & Marketing industry

– Developing a New Smartphone Application: UrbanBaby firm has clearly differentiated products in the market place. This has enabled Urbanbaby App to fetch slight price premium compare to the competitors in the Sales & Marketing industry. The sustainable margins have also helped Urbanbaby App to invest into research and development (R&D) and innovation.

High switching costs

– The high switching costs that Urbanbaby App has built up over years in its products and services combo offer has resulted in high retention of customers, lower marketing costs, and greater ability of the firm to focus on its customers.

Organizational Resilience of Urbanbaby App

– The covid-19 pandemic has put organizational resilience at the centre of everthing that Urbanbaby App does. Organizational resilience comprises - Financial Resilience, Operational Resilience, Technological Resilience, Organizational Resilience, Business Model Resilience, and Reputation Resilience.

Ability to recruit top talent

– Urbanbaby App is one of the leading recruiters in the industry. Managers in the Developing a New Smartphone Application: UrbanBaby are in a position to attract the best talent available. The firm has a robust talent identification program that helps in identifying the brightest.

Superior customer experience

– The customer experience strategy of Urbanbaby App in the segment is based on four key concepts – personalization, simplification of complex needs, prompt response, and continuous engagement.






Weaknesses Developing a New Smartphone Application: UrbanBaby | Internal Strategic Factors
What are Weaknesses in SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis

The weaknesses of Developing a New Smartphone Application: UrbanBaby are -

High bargaining power of channel partners

– Because of the regulatory requirements, Andrew Perkins suggests that, Urbanbaby App is facing high bargaining power of the channel partners. So far it has not able to streamline the operations to reduce the bargaining power of the value chain partners in the industry.

Interest costs

– Compare to the competition, Urbanbaby App has borrowed money from the capital market at higher rates. It needs to restructure the interest payment and costs so that it can compete better and improve profitability.

Products dominated business model

– Even though Urbanbaby App has some of the most successful products in the industry, this business model has made each new product launch extremely critical for continuous financial growth of the organization. firm in the HBR case study - Developing a New Smartphone Application: UrbanBaby should strive to include more intangible value offerings along with its core products and services.

Increasing silos among functional specialists

– The organizational structure of Urbanbaby App is dominated by functional specialists. It is not different from other players in the Sales & Marketing segment. Urbanbaby App needs to de-silo the office environment to harness the true potential of its workforce. Secondly the de-silo will also help Urbanbaby App to focus more on services rather than just following the product oriented approach.

High operating costs

– Compare to the competitors, firm in the HBR case study Developing a New Smartphone Application: UrbanBaby has high operating costs in the. This can be harder to sustain given the new emerging competition from nimble players who are using technology to attract Urbanbaby App 's lucrative customers.

High dependence on star products

– The top 2 products and services of the firm as mentioned in the Developing a New Smartphone Application: UrbanBaby HBR case study still accounts for major business revenue. This dependence on star products in has resulted into insufficient focus on developing new products, even though Urbanbaby App has relatively successful track record of launching new products.

Slow decision making process

– As mentioned earlier in the report, Urbanbaby App has a very deliberative decision making approach. This approach has resulted in prudent decisions, but it has also resulted in missing opportunities in the industry over the last five years. Urbanbaby App even though has strong showing on digital transformation primary two stages, it has struggled to capitalize the power of digital transformation in marketing efforts and new venture efforts.

Aligning sales with marketing

– It come across in the case study Developing a New Smartphone Application: UrbanBaby that the firm needs to have more collaboration between its sales team and marketing team. Sales professionals in the industry have deep experience in developing customer relationships. Marketing department in the case Developing a New Smartphone Application: UrbanBaby can leverage the sales team experience to cultivate customer relationships as Urbanbaby App is planning to shift buying processes online.

Workers concerns about automation

– As automation is fast increasing in the segment, Urbanbaby App needs to come up with a strategy to reduce the workers concern regarding automation. Without a clear strategy, it could lead to disruption and uncertainty within the organization.

Skills based hiring

– The stress on hiring functional specialists at Urbanbaby App has created an environment where the organization is dominated by functional specialists rather than management generalist. This has resulted into product oriented approach rather than marketing oriented approach or consumers oriented approach.

Slow to strategic competitive environment developments

– As Developing a New Smartphone Application: UrbanBaby HBR case study mentions - Urbanbaby App takes time to assess the upcoming competitions. This has led to missing out on atleast 2-3 big opportunities in the industry in last five years.




Opportunities Developing a New Smartphone Application: UrbanBaby | External Strategic Factors
What are Opportunities in the SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis


The opportunities highlighted in the Harvard Business Review case study Developing a New Smartphone Application: UrbanBaby are -

Loyalty marketing

– Urbanbaby App has focused on building a highly responsive customer relationship management platform. This platform is built on in-house data and driven by analytics and artificial intelligence. The customer analytics can help the organization to fine tune its loyalty marketing efforts, increase the wallet share of the organization, reduce wastage on mainstream advertising spending, build better pricing strategies using personalization, etc.

Changes in consumer behavior post Covid-19

– Consumer behavior has changed in the Sales & Marketing industry because of Covid-19 restrictions. Some of this behavior will stay once things get back to normal. Urbanbaby App can take advantage of these changes in consumer behavior to build a far more efficient business model. For example consumer regular ordering of products can reduce both last mile delivery costs and market penetration costs. Urbanbaby App can further use this consumer data to build better customer loyalty, provide better products and service collection, and improve the value proposition in inflationary times.

Leveraging digital technologies

– Urbanbaby App can leverage digital technologies such as artificial intelligence and machine learning to automate the production process, customer analytics to get better insights into consumer behavior, realtime digital dashboards to get better sales tracking, logistics and transportation, product tracking, etc.

Harnessing reconfiguration of the global supply chains

– As the trade war between US and China heats up in the coming years, Urbanbaby App can build a diversified supply chain model across various countries in - South East Asia, India, and other parts of the world. This reconfiguration of global supply chain can help, as suggested in case study, Developing a New Smartphone Application: UrbanBaby, to buy more products closer to the markets, and it can leverage its size and influence to get better deal from the local markets.

Creating value in data economy

– The success of analytics program of Urbanbaby App has opened avenues for new revenue streams for the organization in the industry. This can help Urbanbaby App to build a more holistic ecosystem as suggested in the Developing a New Smartphone Application: UrbanBaby case study. Urbanbaby App can build new products and services such as - data insight services, data privacy related products, data based consulting services, etc.

Redefining models of collaboration and team work

– As explained in the weaknesses section, Urbanbaby App is facing challenges because of the dominance of functional experts in the organization. Developing a New Smartphone Application: UrbanBaby case study suggests that firm can utilize new technology to build more coordinated teams and streamline operations and communications using tools such as CAD, Zoom, etc.

Reforming the budgeting process

- By establishing new metrics that will be used to evaluate both existing and potential projects Urbanbaby App can not only reduce the costs of the project but also help it in integrating the projects with other processes within the organization.

Increase in government spending

– As the United States and other governments are increasing social spending and infrastructure spending to build economies post Covid-19, Urbanbaby App can use these opportunities to build new business models that can help the communities that Urbanbaby App operates in. Secondly it can use opportunities from government spending in Sales & Marketing sector.

Learning at scale

– Online learning technologies has now opened space for Urbanbaby App to conduct training and development for its employees across the world. This will result in not only reducing the cost of training but also help employees in different part of the world to integrate with the headquarter work culture, ethos, and standards.

Building a culture of innovation

– managers at Urbanbaby App can make experimentation a productive activity and build a culture of innovation using approaches such as – mining transaction data, A/B testing of websites and selling platforms, engaging potential customers over various needs, and building on small ideas in the Sales & Marketing segment.

Reconfiguring business model

– The expansion of digital payment system, the bringing down of international transactions costs using Bitcoin and other blockchain based currencies, etc can help Urbanbaby App to reconfigure its entire business model. For example it can used blockchain based technologies to reduce piracy of its products in the big markets such as China. Secondly it can use the popularity of e-commerce in various developing markets to build a Direct to Customer business model rather than the current Channel Heavy distribution network.

Use of Bitcoin and other crypto currencies for transactions

– The popularity of Bitcoin and other crypto currencies as asset class and medium of transaction has opened new opportunities for Urbanbaby App in the consumer business. Now Urbanbaby App can target international markets with far fewer capital restrictions requirements than the existing system.

Remote work and new talent hiring opportunities

– The widespread usage of remote working technologies during Covid-19 has opened opportunities for Urbanbaby App to expand its talent hiring zone. According to McKinsey Global Institute, 20% of the high end workforce in fields such as finance, information technology, can continously work from remote local post Covid-19. This presents a really great opportunity for Urbanbaby App to hire the very best people irrespective of their geographical location.




Threats Developing a New Smartphone Application: UrbanBaby External Strategic Factors
What are Threats in the SWOT Analysis / TOWS Matrix / Weighted SWOT Analysis


The threats mentioned in the HBR case study Developing a New Smartphone Application: UrbanBaby are -

Easy access to finance

– Easy access to finance in Sales & Marketing field will also reduce the barriers to entry in the industry, thus putting downward pressure on the prices because of increasing competition. Urbanbaby App can utilize it by borrowing at lower rates and invest it into research and development, capital expenditure to fortify its core competitive advantage.

Aging population

– As the populations of most advanced economies are aging, it will lead to high social security costs, higher savings among population, and lower demand for goods and services in the economy. The household savings in US, France, UK, Germany, and Japan are growing faster than predicted because of uncertainty caused by pandemic.

Increasing international competition and downward pressure on margins

– Apart from technology driven competitive advantage dilution, Urbanbaby App can face downward pressure on margins from increasing competition from international players. The international players have stable revenue in their home market and can use those resources to penetrate prominent markets illustrated in HBR case study Developing a New Smartphone Application: UrbanBaby .

Instability in the European markets

– European Union markets are facing three big challenges post Covid – expanded balance sheets, Brexit related business disruption, and aggressive Russia looking to distract the existing security mechanism. Urbanbaby App will face different problems in different parts of Europe. For example it will face inflationary pressures in UK, France, and Germany, balance sheet expansion and demand challenges in Southern European countries, and geopolitical instability in the Eastern Europe.

High dependence on third party suppliers

– Urbanbaby App high dependence on third party suppliers can disrupt its processes and delivery mechanism. For example -the current troubles of car makers because of chip shortage is because the chip companies started producing chips for electronic companies rather than car manufacturers.

Regulatory challenges

– Urbanbaby App needs to prepare for regulatory challenges as consumer protection groups and other pressure groups are vigorously advocating for more regulations on big business - to reduce inequality, to create a level playing field, to product data privacy and consumer privacy, to reduce the influence of big money on democratic institutions, etc. This can lead to significant changes in the Sales & Marketing industry regulations.

Increasing wage structure of Urbanbaby App

– Post Covid-19 there is a sharp increase in the wages especially in the jobs that require interaction with people. The increasing wages can put downward pressure on the margins of Urbanbaby App.

Backlash against dominant players

– US Congress and other legislative arms of the government are getting tough on big business especially technology companies. The digital arm of Urbanbaby App business can come under increasing regulations regarding data privacy, data security, etc.

Learning curve for new practices

– As the technology based on artificial intelligence and machine learning platform is getting complex, as highlighted in case study Developing a New Smartphone Application: UrbanBaby, Urbanbaby App may face longer learning curve for training and development of existing employees. This can open space for more nimble competitors in the field of Sales & Marketing .

Technology disruption because of hacks, piracy etc

– The colonial pipeline illustrated, how vulnerable modern organization are to international hackers, miscreants, and disruptors. The cyber security interruption, data leaks, etc can seriously jeopardize the future growth of the organization.

Environmental challenges

– Urbanbaby App needs to have a robust strategy against the disruptions arising from climate change and energy requirements. EU has identified it as key priority area and spending 30% of its 880 billion Euros European post Covid-19 recovery funds on green technology. Urbanbaby App can take advantage of this fund but it will also bring new competitors in the Sales & Marketing industry.

Barriers of entry lowering

– As technology is more democratized, the barriers to entry in the industry are lowering. It can presents Urbanbaby App with greater competitive threats in the near to medium future. Secondly it will also put downward pressure on pricing throughout the sector.

Shortening product life cycle

– it is one of the major threat that Urbanbaby App is facing in Sales & Marketing sector. It can lead to higher research and development costs, higher marketing expenses, lower customer loyalty, etc.




Weighted SWOT Analysis of Developing a New Smartphone Application: UrbanBaby Template, Example


Not all factors mentioned under the Strengths, Weakness, Opportunities, and Threats quadrants in the SWOT Analysis are equal. Managers in the HBR case study Developing a New Smartphone Application: UrbanBaby needs to zero down on the relative importance of each factor mentioned in the Strengths, Weakness, Opportunities, and Threats quadrants. We can provide the relative importance to each factor by assigning relative weights. Weighted SWOT analysis process is a three stage process –

First stage for doing weighted SWOT analysis of the case study Developing a New Smartphone Application: UrbanBaby is to rank the strengths and weaknesses of the organization. This will help you to assess the most important strengths and weaknesses of the firm and which one of the strengths and weaknesses mentioned in the initial lists are marginal and can be left out.

Second stage for conducting weighted SWOT analysis of the Harvard case study Developing a New Smartphone Application: UrbanBaby is to give probabilities to the external strategic factors thus better understanding the opportunities and threats arising out of macro environment changes and developments.

Third stage of constructing weighted SWOT analysis of Developing a New Smartphone Application: UrbanBaby is to provide strategic recommendations includes – joining likelihood of external strategic factors such as opportunities and threats to the internal strategic factors – strengths and weaknesses. You should start with external factors as they will provide the direction of the overall industry. Secondly by joining probabilities with internal strategic factors can help the company not only strategic fit but also the most probably strategic trade-off that Urbanbaby App needs to make to build a sustainable competitive advantage.



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