Lobster: 100 Days for Growth

Yvonne Schmid, Maximilian Lukesch

Product #:W46186

Supplier:Ivey

Discipline:Organizational Behaviour/Leadership, Strategy

Setting:Germany, 2024

Details:Case (PDF) • 23 pages • 2025-11-12

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Geography:

Germany Europe

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In March 2024, Lobster GmbH, a German software company specializing in no-code data integration and process automation, appointed a new chief executive officer. Backed by a private equity fund, Lobster faced the challenge of tripling its revenue amid rising competition and a rapidly evolving tech landscape. The company, transitioning from a founder-led culture to a more formalized, investor-focused management style, operated a complex structure with multiple entities. The new chief executive officer had to define strategic priorities within his first 100 days, striking a balance between the need for scale and organizational constraints.

Learning Objectives

This case can be used in business administration courses (in master of business administration programs) with a focus on strategic management, technology management/operations, and change management/execution. Students should know general strategic/change management tools, have basic knowledge of/be open to software technology topics, and understand general organizational structures. The optimal class size is 20–50; larger groups can be accommodated by using group work or other activating tools during discussion. Working through the case gives students the opportunity to do the following:

Conduct a comprehensive analysis of a company’s market environment and competitive positioning to identify opportunities and challenges.
Evaluate an organization’s internal strengths and weaknesses, with a particular focus on its sales and customer management strategies.
Develop strategic options based on insights from market and organizational analyses to support business growth objectives.
Select and justify a strategic course of action based on relevant metrics/key performance indicators (KPIs), focusing on effective implementation and change management strategies.
Design an actionable 100-day plan including timeline, responsibilities, and targets that incorporate organizational structure, customer management, and communication for successful strategy execution, while balancing investor expectations and managerial reality.