BRI Bayres Ritz International: Ready to Launch?

Homayon Golmohammadi (1711709)

Professor: Alexander Sakharov

BUSI 641 – SEC 02
Case Study No. 1

August 14th, 2020

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Business Concept, Target Market and Value Proposition

Bayres Ritz International’s business concept is creating a new human resource consulting firm

which provides top quality services to individuals and organizations in Vancouver, British

Columbia, that already have international operations or are about to set it up in this area (Thai,

Djomo & Magnet, 2015). Vancouver as the most diverse region in Canada has experienced a high

demand for growth on cross-cultural human resource expertise and also a strong need for Latin

American’s human resources. Canada is the top destination for the Argentinian immigrants which

tend to use recruiting agencies, training consultants, vocational trip organizers and home

placement service, but there is no human resource service provider with Latin American expertise

in Vancouver. It is important to know that the first priority issue of this business is price. Most

clients want free benchmarking and low consultancy fees that make the price a competitive issue

and narrow down the profit margin of this business.

Value Proposition

The value proposition map for Bayres Ritz International is depicted in appendix I. As

mentioned in the map there are one by one relation between customer’s gain such as preparing

Argentinian interns for interns, satisfying customers and maintaining relation, recruiting

Argentinian interns, totally flexible and supportive scenarios, providing mails, newspapers, print

add and brochures for customers and healthy and exciting activities, customer’s pain such as high

costs of consultation, people weaknesses, only Argentinian interns, language limitation and high

age of international workers and customer jobs including coaching and counselling, resume and

C.V. preparation, recruitment selection, training, relocation services and finding appropriate

interns and their impactors such as gain creators including integral human resource and
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psychological services, giving workshop, divers marketing and communicating techniques, expert

assistance, hands-on support in all stages, covering both start up and mature firms, online

marketing, extensive network in Argentina and case-by-case services and pain relievers such as

competitive price, including intern from other countries, finding good fit, using multilingual teams

and saving time and money of the customers using products and services such as computerized

recruiting system, HRM & OD brand, IMAGE brand, HABITAT brand and providing pool of

skilled and professional interns.

Market Opportunity

According to the text 35% of the global human resource market resides in north and south

America from which Canadian share growth by 4% annually. International human resource

practice experiences 12% annual growth which most of them are outsourced. Every HR firm

outsources its HR practices every 2 to 6 months. Deregulation growth is very high which needs

more differentiation and demands boutique’s firms which tailor services with lower cost.

Vancouver with the highest level of diversity is experiencing 35% growth in cross-cultural HR

management practices with almost no firm specialized in Latin America. High unemployment rate

in Argentina, Canada as top destination for Argentinian immigrants, easy visa for Argentinian due

to its economic treaty with Canada and high tendency of Argentinians to use recruiting agencies,

training consultants, vocational trip advisors and settlement services are huge opportunities in this

business field.

Should Vitro Start This Business

There are some criteria for checking the readiness of a startup. First, it should be specified

clearly the profit pass of the business or at least specifying the first profitable sales. Vito believes
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that the high demand in Vancouver makes the first profitable sales of the company occur at the

first month of its operation. Second, the business should explain clearly how it will make money

which usually depicts its business plan. Business plan includes five elements of funding, sales,

strategy, customer, marketing and Idea. According to the text, total funding for the start of the

business had taken from personal savings of the owner and the other cash requirements are

accessible through loans from HSBC bank. Sales of the business were predicted clearly for the

next 2 years for BRI. Moreover, target customers and marketing strategy are described in detail in

the text. Third, the company should have an edge or in other words, something that makes a

difference which could be knowledge or technology. According to the text, BRI has some distinct

advantage over its competitors. BRI is the only integral human resource management and

psychological specialist firm in Vancouver. Moreover, it uses a broad range of marketing and

communicating techniques. The last and important elements for making sure that a startup is ready

to launch is availability of enough capital and readiness for not making money for a long period

of time. According to the available data on success of the startups, about 50% of the startups fail

in less than 2 years and up to 95% of them stop their operation in less than 5 years. Vito considers

himself as a risk taker and makes himself ready for handling losses in difficult situations.

Moreover, he takes the intellectual, emotional, clients and human resources into account.

Considering the above elements, it seems that BRI is well established and complete ready for

startup.

References

Thai, M., Djomo, J. & Magnet, G. (2015). BRI Bayres Ritz International: Ready to

Launch? International Journal of Case Studies in management. 13(1), 2015. HEC089.

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Appendix I: Value Proposition Map for Bayres Ritz International