BluPlanet Recycling Inc.: Pursuing Growth While Balancing Profit and Social Objectives

BluPlanet Recycling Inc. (BluPlanet), was a successful recycling service provider based in Calgary, Alberta, that faced the challenge of maintaining its balance between social, environmental, and economic objectives amid rapid growth. Its chief executive officer was considering plans regarding the expansion of the company while preserving its social and environmental commitments. The options included diversifying from waste collection and transportation into waste processing, particularly organic waste, and expanding geographically into Western Canada or the Northwestern United States. Additionally, he was interested in exploring how BluPlanet could be more innovative and introduce new technologies. With the company’s annual strategy retreat approaching, he sought to present clear plans for sustainable growth to his top management team.

This case can be used in undergraduate and graduate courses in international business, strategy, entrepreneurship, marketing or operations management.<br><br>The case draws attention to many resources and opportunities for scaling and implementing diversification strategies that are needed to achieve a company’s sustainability in the long term. In business strategy classes, this case can be used to study value chains, Ansoff’s matrix, internationalization choices, and strategies to handle multiple logics. In marketing classes, this case can be used to study growth strategies, as well as target markets.<br><br>After working through the case and assignment questions, students will be able to do the following:<br><br><ul><li>Understand the decisions entrepreneurial firms face when trying to grow their businesses while balancing social and economic objectives.</li><li>Assess which markets are best suited for a company and how the growth strategy interacts with social commitments.</li><li>Conduct a strengths, weaknesses, opportunities, and threats (SWOT) analysis.</li><li>Discuss the recycling value chain and identify the position of the analyzed company and growth options.</li><li>Explain the different strategies businesses have to manage seemingly contradictory objectives.</li></ul>

• BluPlanet Recycling
• Calgary-based
• recycling service
• sustainable growth
• expansion strategies
• environmental objectives
• economic goals
• diversification
• waste processing
• organic waste
• geographical expansion
• innovation
• technology integration
• international business
• Certified Benefit Corporation
• international business
• social and profit objectives
• acquisitions