Part 1 (12 marks). In this question, you will draw two Value Chains in the supermarket industry. The
first one focusses on a conventional (face-to-face) operation, in which customers go to the supermarket
to physically select and buy products. The second one focuses on a fully online operation, in which
customers select and buy products online; and supermarket delivers goods to customers.
1.1 Describe two value chains using Porter’s Value Chain framework (see the template in Figure 1)
(4 marks). When describing value chains, you need to describe value activities. You should not
describe/compare either business processes or business models.
1.2 Compare and contrast those two value chains. What are the advantages and disadvantages of each
value chain? (8 marks).
Figure 1: Porter’s Value Chain
Part 2 (14 marks). Based on Part 1,
2.1 At the supermarket conventional value chain, select two of the most important linkages, between
support and primary activities, and explain why those linkages are relevant. (6 marks)
2.2 Based on the supermarket Online value chain (see Part 1), draw and explain a strategy map.
Assume the strategic priorities of this supermarket are, in this order, financial, technology
development and operations (include inbound and outbound logistics) (8 marks).
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Part 3 (12 marks). This question is about ethics and business processes. Based on the Supermarket
‘Online Value Chain’ you developed in Part 1, address the following points:
3.1 Point out one activity in the supermarket from the ‘Online Value Chain’ (see Part 1) and, explain
how and why this activity is related to ethical issues. To learn more about ethical issues in
supermarkets,
3.2 Why ethical issues were not detected when you analysed the supermarket Online Value Chain’ in
Part 1 of this examination?
3.3 What type(s) of management ethics can be associated with the supermarket Online Value Chain
examined? Explain your answers. Use academic references to explain your arguments.
Part 4 (12 marks). This question is related to either offshoring or outsourcing in value chains. It is
independent from previous questions. Your Task: Elaborate a short essay (800 words max.)
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