Activity 1:
Analyse the resources of Thermax.
Analyse the capabilities of Thermax. Remember, start with their mission.
Activity 2:
Refer to the list of resources and capabilities. Identify those where there are particular strengths and those that contribute to the vision of Amazon.
Assess their sustainability by completing a row in the following table for each one (adding the rows that are required):
Resource / capability
Valuable
Rare
Inimitable
Organise
Type of Competitive Advantage
Activity 3
Activity 1: Comparing strategic importance with relative strength.
Look at qualities that you have been allocated.
Give each a score out of 10 for relative strength.
Your knowledge of other businesses in the same sector and the sources of Thermax’s competitive advantage can assist.
Give each a score our of 10 for strategic importance.
Industry survival and success factors will guide this.
Ecommerce: Survival and Success factors
Factor
Survival Factor
Success factor
Emerging new platforms
Compatibility between different systems
Support small suppliers with technology provision
Rising cost of living
Competitive pricing
Competitive pricing and low delivery costs
Pace of life
Fast delivery
Same day / next day delivery
Cyber security
Secure payment system
Constant upgrading of security system
Advertise state of the art security systems
Threat of substitutes from the high street
Good web presence
Excellent web presence
Adequate choice
Wide range of products and choice
Accurate representation of goods
Customer reviews of products
Dependability
Excellent reputation
Returns policy
Returns policy with speedy refund
Progressive mature industry
Maintain cost advantages
Seek economies of scale and scope.
Innovate cost saving technologies
Develop and maintain a good reputation
Foster customer loyalty,
Diversify
Become industry consolidator.
Activity 4: Develop issues
Three issues from the table that the class create
One further issues from any of:
Corporate level strategy
International strategy
Culture, structure and systems.
Remember: They should be posed as questions.
Replicate this activity for your assessment using all you have learned about The Coffee Merchant.
