Assignment - Value Chain Analysis and Competitive Advantage
Learning Outcomes - The completion of this assignment requires you to demonstrate the ability to:
- Demonstrate a critical understanding of the changing nature of the global business environment, buyer behaviour in a global context and the factors which influence the implementation of an organisation's competitive business strategy in a global context.
- Appreciate the use of Information technology and the internet in transforming global business by allowing firms to conduct e-commerce online and to integrate e-business capabilities in their global operations; apply a range of strategic business and financial tools and techniques available to plan and evaluate a global business operation.
The Task -
Using the value chain analysis framework evaluate how a brand or a company of your choice has been able to enhance its competitive advantage in its global operations.
The task requires detailed analysis, and therefore the depth and thoroughness of research is central to achieving success in the exercise.
Key points include:
- A discussion of the value chain concept - its meaning, purpose, merits, weaknesses, if any;
- Applying value chain analysis to the global operations of the brand / company chosen;
- Identifying the specific areas along the chain where clear competitive advantages have been gained,
- Providing a conclusion - upon reflection of the research undertaken - in your opinion, how useful is value chain analysis for managers; and finally.
- Proposing recommendations: any suggestions you might have to make value chain analysis more useful to managers.
While marking your assignment we will be looking for evidence for how well you have addressed the question / issues. The following part explains the key points you should consider in preparing your assignment.
1. Introduction: A brief introduction that provides the background and purpose of the report or its objectives, and how the report is structured. Interpreting the question - this ideally should be clear within the introduction along with background / context.
2. Addressing the question / topic: The main body of the report where the question is addressed. (This part may have a few sections / sub-sections). The key criteria here include:
a. Research - evidence of systematic research approach, depth and breadth of research undertaken; application of appropriate conceptual (theoretical / empirical) framework(s), etc.
b. Analysis - well focussed on answering the question, depth and clarity of argument, evidence of critical engagement, organising / summarising collected information (e.g. in Tables, Graphs, trends, etc.); answering the questions/tasks fully.
3. Conclusion and recommendations: A clear, concise, and relevant conclusion (and recommendations where appropriate). A conclusion where the key points that have emerged from the discussion are summarised, implications and where further investigation may be appropriate, are stated. Clear and practical recommendations that emerge from the findings and the conclusion.
4. Scholarly practice - a proper referencing within the report (citations), employing appropriate International Business/ Global Marketing vocabulary, etc., the quality of the Reference section. (Harvard style of referencing).
5. Presentation: Neat layout, and headings / sub-headings where appropriate. Pages should be numbered; and also Tables and Figures numbered and labelled sequentially and appropriately. Sources of Tables and Figures should be indicated for each Table and Figure. Clarity of expression (appropriate language, grammar, spelling, etc.). Length of the report should be 3,500 (+/-10%) without including the reference section. Word-count at the end of the report. No attachments /appendices allowed.