Describe, in brief, the characteristics of the nominated industry and the histories of all three industry companies.
Assessment Information
Subject Code: GB 570
Subject Name: Managing a value chain
Assessment Title: Assessment 2- Group report – Face-to-face and Online Classes
Weighting: 25%
Total Marks: 100
Due Date: T.B.A.
.
Assessment Description
Submission: Turnitin
Length: 3000 words +/- 10%
Due: 11:55pm (AEST) Friday of Week 8
Late submission possible: Not possible as the associated presentations begin the following week.
Description:
“Competitive advantage for a company means not just matching or surpassing what competitors can do, but discovering what customers want and then profitably satisfying, and even exceeding, their expectations. As barriers to interregional and international trade have diminished and as access to goods and services has grown, customers can locate and acquire the best of what they want, at an acceptable price, wherever it is in the world. Under growing competition and, hence, rising customer expectations, a company’s penalty for complacency becomes even greater.
A strategic tool to measure the importance of the customer’s perceived value is value chain analysis. By enabling companies to determine the strategic advantages and disadvantages of their activities
and value-creating processes in the marketplace, value chain analysis becomes essential for assessing competitive advantage.”
-Institute of Management Accountants, Practice of Management Accounting,
(http://www.imanet.org/PDFs/Public/Research/SMA/Value%20Chain%20Analysis.pdf)
Working in groups you will prepare a report analysing a selected industry value chain and a group of key companies within that industry.
• Your report will identify the key value chain elements of the industry and by analysis demonstrate how each company uses these elements to create value and create and maintain sustainable competitive advantage.
• Groups will be of 3 or 4 persons depending on class size and will be formed in Week 1 by the lecturer.
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Assessment Information
The report should present information and analysis on the following topics:
1. General information
• Describe, in brief, the characteristics of the nominated industry and the histories of all three industry companies.
• Determine the key strategic differences that have impacted on the relative success of the companies. Provide two
(2) examples of such strategic differences to support your analysis.
2. Value Chain Analysis
Using your understanding of how each company has directed their strategic planning to compete in different ways, identify where in the value chain each company has chosen to differentiate itself from its competitors. You may find the following headings useful in framing your analysis.
• Market opportunity analysis – Analysis of industry value drivers, resource implications and organisational alternatives
• Demand chain analysis – Customer value model (value drivers), value driver analysis, value proposition
• Supply chain analysis – Value production and coordination, value delivery and value servicing
• Enterprise Value
3. Summary Analysis
A concluding analysis of how the three different companies have created value in different ways to deliver their individual competitive advantages.
• Each group will be allocated an industry together with the specific companies that operate within the industry. This will ensure that a comprehensive coverage of several industries will be presented in the second assessment – the Group Presentation.
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