University of Utah Management of Jenson USA Company Research Paper

A. Choose ONE of the following opportunities to create a value chain:

1) Bicycle Shop

Name/identify a firm/company within this domain who you are going to model your chain after. For example, is it Dunkin or SLC’s local Banbury Cross donut shop?

B. Brainstorm and make a list of the main activities needed to complete the task (i.e. sell bicycles). Value is rarely created in isolation. Think about the upstream and downstream activities around this particular area of interest that contribute to the final product/service.

C. Draw the value chain by sorting the above activities into main categories, and then list the activities under the category in which they belong in the chain.

D. In 60-80 words, what categories and activities within the value chain do you think are most likely to create value? Why? Who is most likely to capture this value? Why?

The grading on this assignment will apply the following rubric:

• List of activities associated with one of the opportunities listed above – 30%
• Create a value chain for this opportunity with appropriate categories – 40%
• Explain which activities are mostly likely to create and capture the most value. Why? – 20%
• Professionalism and spelling – 10%

Tip: Need help with value creation and value capture? Analyze which step(s) in the value chain directly effect a customer’s willingness to pay or the suppliers opportunity cost.