INF60007 Active Learning Worksheet – Week 4

Name: Stu Id:

--------------------------------------------------------------------------------------------------------------------------

Value Chain

A value chain is a set of activities that a firm operating in a specific industry performs in order to
deliver a valuable product or service for the market.

Complete this worksheet and submit back to your tutor.

Q & A’s (circle the most correct answer)
1. Collecting, storing, and physically distributing the product to buyers describes which of the
following primary activities?
a. inbound logistics
b. sales and marketing
c. outbound logistics X
d. operations/management

2. Inducing buyers to purchase the product and providing means for them to do so describes which of
the following primary activities?
a. inbound logistics
b. sales and marketing X
c. outbound logistics
d. operations/management

3. Each stage of the value chain not only adds value to the product but also ________.
a. attracts buyers
b. accumulates costs X
c. devalues the final product
d. attracts competitors

Case study for questions 4-7:

About Hilton webpage states: “Hilton Hotels & Resorts remains the stylish, forward thinking global leader of
hospitality – and we help make traveling easier with our smart design, innovative restaurant concepts,
authentic hospitality and commitment to the global community.”

You can see more on Hilton story here:

http://www3.hilton.com/en/about/hilton/index.html
4. Outline the meaning and the activities undertaken in the Sales and Marketing component of
Porter’s Value Chain Analysis.
Convince customers to buy more products than others
Creating and offering product services, communicating, advertising -> selling
To satisfy customer’s needs

Industry wide differentiation: when compared to competitors.

 Not focusing on price, but food/drink -> experiencing
 INF60007 Active Learning Worksheet – Week 4

Focused: customer segmentation

- Customized service named Request Upon Arrival to make sure the room is following
customer’s requirements
- Hilton hotel was the first to earn both LEED and Green Seal environmental certifications
5. Based on Porter’s Four Competitive Strategies, how would you describe Hilton Hotels and
Resorts competitive strategy? Justify your answer.

…………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………

6. Based on the competitive strategy you have outlined for Hilton provide an example of how a
computer-based information system in the Sales and Marketing area can support this competitive
strategy (Note: restrict your answer to this activity area – no other area of the value chain).

Feedback, research, survey, tracking competition systems

Analyze data to get deep understanding of the market/customers’ needs
 All systems can be used in sales MKT
 Help in shaping operations, advertising...

7. How can Hilton utilise social media to gain competitive advantage and implement the
competitive strategy you identified in q.5? Use your experience with social media and observations
to answer this question.

Different experiences through social media

Introduction videos, campaigns
What they are talking about this brands (texts, messages..) -> media contents

Case study for question 8

8. Complete a Porters 5 forces analysis on the following business:
 Cadbury Australia: https://www.cadbury.com.au/About-Cadbury.aspx

a) Start with identifying industry and industry segment

Industry segment: food/bevarage industry
Dairy segment

b) Porters 5 forces analysis

Force Strong/wea Justification

k
Bargaining power of customers Strong There are many chocolate producers
Threat of substitutions
(healthy snacks, home-made
products)
Bargaining power of suppliers Weak Many suppliers for ingredients
Threat of new entrants Strong Easy to start a new business
 INF60007 Active Learning Worksheet – Week 4

(Is it easy to set up a new

company/business in this
industry segment?)
Rivalry
(prices, aggressive marketing,
aggressive approach)

Excel exercises.
 Creating graphs
Download Excel file Graph yearly_increase_by_person.xlsx.
Download the instructions file Lab Excel Graphs Exercises.pdf
Follow the instructions to create a graph.

 Vegetables sales analysis

Testing skills you accumulated so far (use this task for preparation for Excel test)

Download Week 4 Excel exercise_vegetables.docx

Open a new workbook
Highlight and copy the first table in the Word document.
Click on cell A3, press Ctrl-V to paste your table into the spreadsheet.
Follow the Word document instructions to complete the tasks.

Make sure you save your work.