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Value Creation and Strategic Thinking

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Submitted By GirlyGirl7
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Weight Watchers International:
Value Creation and Strategic Thinking
Staying Competitive with Advancements in Digital Technology

I. Introduction

Two of the most important management principles for an organization is value creation and strategic thinking. Value creation is a very abstract term, but can easily be defined by the performance of actions that increase the worth of goods and services. It’s important for organizations to create value for its customers, employees, investors as well as its shareholders.1
Both value creation and strategic thinking are important to an organizations performance. Organizations look outward to define: What is its business? Who is its customer? and What does the customer value?2 Strategy takes this a step further in having a forward thinking approach in how can it can continue to create value for its customer by staying competitive.
A great example of value creation and strategic thinking is Weight Watchers International (WWI). Its mission is to have a clear vision of where it wants to go and have strategy and set of values to get them there. Weight Watchers International’s business model is being tested by advancements in technology. The important question for WWI is how it can improve their strategy while still creating value for its customer and staying competitive in a digital weight management world.

II. Background

For over 50 years, WWI has been a global leader in weight management. WWI has helped millions of people from around the world lose weight by providing sensible and sustainable food plans, exercise plans, meetings and group support through its online website and brick and mortar stores, digital weight management products and services, and print publications.3
For over five decades, WWI has enjoyed a pristine moat as being the global leader in weight management until technology polluted its moat. Their value position was to provide its members with easy options for losing weight through weekly meetings and support groups, easy to follow meal plans for a reasonable membership price. Digital competitors such as FitBit, MyFitnessPal and other food-dairy and calorie-tracking apps are making it easier for people to have access to meal plans, diet and exercise resources for free. WWI has struggled to compete with these digital competitors and the result is the decline in its business over the past three years.
III. Definition of Concepts How do you stay competitive in a competitive world? Magretta explains in Chapter 3 that “doing a good job of creating value is only a necessary step toward superior performance”. Competition pushes organizations to do a better job of creating value and superior performance by setting themselves apart from the competition. This is the core of what strategy is all about. How are you going to do better by being different?2
Making the right strategic choices help organizations outperform its competition. Organizations can have a good business model and focus on making the right choices for: What customers to serve? What products or services to offer? and What value to create? But in order for a good business model to be successful, you have to have a good strategic plan that has staying power to outperform the competition.
IV. Analysis With digital competitors invading WWI’s moat, they were left scrambling to find a way to compete. The competition was increasing with more than 15,000 health and fitness apps available giving customers access to weight management for free, while WWI’s plans start at $19.95 for the most basic weight management plan.4
With the launch of the fitness trackers in 2012, WWI’s revenues continually plummeted. Since December 2014, WWI had lost 86% of its value. In first quarter 2015, their active subscribers fell 17%. A statement from WWI’s Chief Financial Officer Nick Hotchin said: “We were slow to innovate and add value to our products. We were particularly susceptible to the proliferation of free apps and activity monitors. I was very disappointed with the challenging start to 2015. We know we are pursuing the right strategies and have the right assets.”5
WWI took a strategic position at rebranding and an outward approach to what was its organizations mission to create value for its customers. Giving their customers the tools needed to achieve their weight loss journey, but also creating a human connection that their meetings and support groups provide that their online offering did not. This is important for WWI’s strategy because free apps cannot create in person human connections like WWI can though its meetings and support groups.
WWI also took a strategic position within the health care industry. The Affordable Care Act offers reimbursement for certain weight-loss programs. Because obesity is a growing concern within the American population, WWI is using this opportunity to reach more customers with their proven weight-loss management plan. As stated by President and Chief Executive Jim Chambers: “ We’re focused on building the market by delivering results, delivering weight loss for people and making them feel better about their lives, making them feel healthier.”6
The strategic position within the health care industry is key to WWI’s growth. Employers are not likely to replace the proven Weight Watchers’ program to help its employees lose weight with a free app, thus giving WWI a competitive advantage in the health care industry.
Just recently, WWI had a surge in their stock with Oprah Winfrey buying a 10% stake in Weight Watchers. Celebrity endorsements have been a staple for WWI, but this announcement helped WWI’s slumping stock double to $13.92 per share, adding about $400 million to its market value.7
Oprah will become a board member and agreed to a five year celebrity endorsement. This endorsement will help WWI add more value to its struggling brand. Oprah can create the emotional connection to the WWI brand because she too has struggled with her weight. As part of her endorsement, she has joined a Weight Watchers program and will share her experiences. “I believe in the program so much I decided to invest in the company and partner in its evolution, said Winfrey.”8
V. Conclusion
While WWI has been slow to compete with the digital technology of free apps they are looking for ways to do better in areas their competition can’t. One of WWI’s core values is constantly searching for new and better ways of doing things. Although WWI’s moat wasn’t able to withstand the emerging digital technology they have been able to keep their moat from completely deteriorating.
How are they doing this? Accountability and Encouragement. Free apps are a convenient way to improve self-motivation to lose weight, but lacks accountability and encouragement for their customer. WWI’s core customers are not self-motivators. These customers are key to WWI’ value creation because this group of customers pay to attend support groups, they need that motivation to lose weight, and need encouragement in accomplishing their weight loss goals. Apps do not hold people accountable.
Capitalizing on what apps cannot is what will give WWI a strategic position within the weight management market. There will always be a customer segment within the population that needs in-person accountability and encouragement to succeed in their weight loss goals.
And with the recent announcement of the celebrity endorsement by Oprah Winfrey gives WWI the leverage it needs to stay competitive in the digital weight management market. This celebrity endorsement drives the stock price up and will increase the value of the WWI brand. It further solidifies its mission to provide its customers will the tools they need to lose weight, live a healthier life, and create emotional connections to its brand. WWI has proven they can serve those customers and will continue to capitalize on being the global leader in weight management for many more years to come.

Resources

1 Businessdictionary.com definition of value creation

2 What Management Is. How It Works and Why It’s Everyone’s Business, Joan Magretta

3 Weight Watchers International company website: http://weightwatchersinternational.com
4 Weight Watchers: Can it remake itself for the digital age? Caroline Fairchild January 7, 2015 http://fortune.com/2015/01/07/weight-watchers-lesya-lysyj/
5 Market Watch: Hedge fund weighs in on Weight Watchers takeover, Josh Kosman July 6, 2015 http://www.marketwatch.com/story/hedge-fund-weighs-in-on-weight-watchers-takeover-2015-07-06
6 The Wall Street Journal: How Weight Watchers Plans to Regain What It Lost, Tom Gara February 14, 2014. http://blogs.wsj.com/corporate-intelligence/2014/02/14/how-weight-watchers-plans-to-regain-what-it-lost/
7 The New York Times: Shares of Weight Watchers Jump as Oprah Winfrey Takes a Stake, Leslie Picker October 19, 2015 http://www.nytimes.com/2015/10/20/business/dealbook/shares-of-weight-watchers-jump-as-oprah- winfrey-takes-a-stake.html?_r=0

8 Oprah Winfrey to Buy 10% of Weight Watchers in Partnership, Lindsey Rupp October 19, 2015 http://www.bloomberg.com/news/articles/2015-10-19/oprah-winfrey-to-buy-10-of-weight-watchers-stock-in-partnership

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