Check the textbook chapter 4 to help you do this!
Draw out your version of the current Lemonade value chain, being sure to include at least ten (10) activities we would find on the value chain – being sure to include a mix of primary and supporting activities. Use the template here to get started. Make sure you:
Tailor the headers for each category based on what you think the firm has in place. For example, if it is a service firm, I don’t want to see Raw Material Procurement as an activity!
Add in activity descriptions that are specific, e.g. don’t just put in “Sales”, but “Online Sales”. Make the activity descriptions really focused on what Lemonade does!
VRIO: Now apply the VRIO framework to Lemonade. Take three (3) of the resources from the value chain you just developed. Put each individual resource through the VRIO model, being sure to include conclusions about the implications from the framework.
Financial Implications: Look at what you have drawn out and discuss the major implications in terms of the most important investments and cost elements in this business model. Also identify what form revenue will take.
Grading:
This criterion is linked to a Learning Outcome
1. Value Chain: Breadth: Has at least ten (10) activities across primary and supporting categories
This criterion is linked to a Learning Outcome
2. Value Chain: Definition: Details each activity specific to the firm, demonstrating knowledge of company operation and business model, e.g. online sales not just sales
This criterion is linked to a Learning Outcome
3. VRIO Application #1:Identify specific resource from the value chain you just developed. Put through the VRIO model, being sure to include conclusions about the implications from the framework.
4. VRIO Application #2:Identify specific resource from the value chain you just developed. Put through the VRIO model, being sure to include conclusions about the implications from the framework.
5. VRIO Application #3:Identify specific resource from the value chain you just developed. Put through the VRIO model, being sure to include conclusions about the implications from the framework.
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