Healthcare Test Assignment

Running Head: HEALTHCARE TEST ASSIGNMENT

Topic: Analyse how food and beverage outlets can use tools such as “Competitive

Advantage” and “Value

Chain Analysis” to ensure they meet their strategic objectives.

Student’s Name:

Institutional Affiliation:

HEALTHCARE TEST ASSIGNMENT 2

Table of Contents

Introduction ..................................................................................................................................... 3

1. Concepts of Competitive Advantage and Value Chain Analysis from food and beverage

perspective ...................................................................................................................................... 3

2. Examining competitive nature of food and beverage industry of Sydney .................................. 5

3. Exemplifying discussions in the shed of bars and upmarket restaurants in Australia ................ 6

4. Analysing effects of using menu engineering by food and beverage outlets ............................. 7

Conclusion ...................................................................................................................................... 7

Reference List: ................................................................................................................................ 8

Appendices:..................................................................................................................................... 9

HEALTHCARE TEST ASSIGNMENT 3

Introduction

Food and beverage industries of nowadays are far more concerned about their timely

products and services than the previous years. In most of the countries or cities, they are required

to acknowledge the competitive advantages and value chain analysis theories categorically to

ensure strategic objectives. This study has strongly focused on the Sydney food and beverage

industry in the shade of the behaviour of entire Australian food and beverage sector.

1. Concepts of Competitive Advantage and Value Chain Analysis from the perception of

food and beverage industry

Competitive advantage and Value chain analysis are subjected to help organisations in

gaining profits in any market. Both these factors are found to be highly useful in improving

brand equity as well, which have encouraged most of the industries existed in the market.

Competitive advantage refers to describe useful attributes related to the products or services

offered by an organisation. However, as argued by Leonidou et al. (2013), competitive

advantage mostly focuses on the attributes of the other organisations from the same sector. Thus,

the organisations need to develop understanding on their rival to ensure benefits by offering

better services and products to the customers. Food and beverage industry is also no exception in

acknowledging this theory, while defining strategic objectives. Companies must ensure effective

implementation of cost advantages and differentiation advantages in regards to this. In this

context, an organisation within the food and beverage industry must assess the demands of the

customers to provide more benefits than the rivals.

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Figure 1: Competitive advantage in Food and Beverage industry

(Source: Leonidou et al. 2013)

Value chain analysis is another considerable most theory that an organisation within food

and beverage industry must acknowledge. As stated by Fearne, Garcia Martinez & Dent (2012),

it is usually divided into two major activities, such as primary activities and support activities.

The primary activities include inbound and outbound logistics, operations, marketing and sales

along with services to ensure the profit of an organisation. However, the support activities

include firm infrastructure, human resource management, procurement and technology to

anticipate the desired profits. In food and beverage industry, it is highly recommended to the

management of the organisations to stay unique and distinct in offering products. This can be

seen as the key factors for the organisations to stay ahead in any competitive market and ensure a

sustainable growth.

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Figure 2: Value Chain Analysis for Food and Beverage Industry

(Source: Ozdemir, 2012)

2. Examining competitive nature of Sydney food and beverage industry

In Australian economy, food and beverage industry plays a significant role. This industry

already has provided over 800,000 employments till date with yearly revenue of $74 billion

(Food and Beverage, 2017). It clearly shows how beneficial is this industry in regards to business

and that is too staying connected with the Australian customers so closely. Like most of the parts

in Australia, Sydney has also witnessed a massive growth in local economy among the

inhabitants in last few years, which have create delightful opportunities for the companies within

this industry. With a graceful improvement of daily wages of the people in Sydney, they have

become capable of consuming on leisure products. However, the demand of this industry was

never out of the market.

With all the upmarket values, food and beverage industry of Sydney has successfully

acknowledged the consumers within the city. As per the opinion of Mok, Sparks, & Kadampully

(2012), this has been possible due to the emerging concerns of the consumers about their health

along with their family members. At this point of time, they are sorted enough to select the most

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appropriate products that suit them and that is too from a wide range of choices. In many

restaurants of Sydney, it is observed that the managements have enlisted several beverage

products as well considering the health issues and preferences of the consumers. According to

Hughes et al. (2013), fierce competition among the companies, especially on pricing and quality

have set the mark higher for this particular industry. However, innovation is arguably the most

effective factor that promoted this industry to some other levels.

3. Exemplifying discussions in the shed of bars and upmarket restaurants in Australia

The food and beverage industry of Australia is expected to take a growth by 9.5% till the

financial year of 2021-21 from now. Ozdemir (2012) states, it includes the sales in diverse

industry classes, such as restaurants, cafes, takeaways, pubs, bars and nightclubs. In this way, the

restaurants, cafes and takeaways are expected to increase their overall market share to $34.8

billion within the financial year of 2020-21 from the present $31.6 billion. On the other hand, the

bars, pubs and nightclubs are expected to take a growth about $17.9 billion till the financial year

of 2020-21 from the present figure of $16.8 billion (Food and Beverage, 2017). It clearly refers

to a massive diversity between the first category and the second category within this industry.

This difference indicates at the preferences of the consumers in Sydney whole choosing their

favourite foods and beverages.

Australian consumers have been found considering the health concerns above anything in

these last few years. Thus, the organisations also need to gain their understandings in this regard

and define their logistics, operations, marketing and sales according to it. Most of the companies

within this industry of Australia have been found paying values to these factors categorically and

confirming inclusion of them in their menu lists as well.

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4. Analysing effects of using menu engineering by food and beverage outlets

Menu engineering refers to ensure the profitability of a restaurant or food and beverage

chain by providing best offers. It also indicates at gaining maximum popularity among the

consumers considering all their demands of food. In this regard, Stanton (2015) opines that the

companies within the food and beverage industry in Australia always focus on it to influence

their customers. In most of the cases, they also shed light on the issue of health along with the

taste concern. However, it may also include diverse other issues like customisation of platters,

drink or cocktail preferences, innovative designs of food or beverage services and interiors of the

outlets to attract customers of diverse choices.

Conclusion

Examining the implications of value chain analysis and competitive advantage theory of

the food and beverage industry has led this study to diverse avenues. This study has tried to shed

lights on different statistical figure related to this sector to develop understanding on it. In this

regard, it had to go through various aspects of health concerns of the consumers along with the

consideration of menu engineering by the managements of organisations in this industry.

HEALTHCARE TEST ASSIGNMENT 8

Reference

Fearne, A., Garcia Martinez, M., & Dent, B. (2012). Dimensions of sustainable value chains:

implications for value chain analysis. Supply Chain Management: An International

Journal, 17(6), 575-581.

Food and Beverage. (2017). Australian Trade and Investment Commission. Retrieved 1 May

2017, from https://www.austrade.gov.au/International/Buy/Australian-industry-

capabilities/Food-and-Beverage

Hughes, C., Wellard, L., Lin, J., Suen, K. L., & Chapman, K. (2013). Regulating health claims

on food labels using nutrient profiling: what will the proposed standard mean in the

Australian supermarket? Public health nutrition, 16(12), 2154-2161.

Leonidou, L. C., Leonidou, C. N., Fotiadis, T. A., & Zeriti, A. (2013). Resources and capabilities

as drivers of hotel environmental marketing strategy: Implications for competitive

advantage and performance. Tourism Management, 35, 94-110.

Mok, C., Sparks, B., & Kadampully, J. (2013). Service quality management in hospitality,

tourism, and leisure. Routledge.

Ozdemir, B. (2012). A review on menu performance investigation and some guiding

propositions. Journal of Foodservice Business Research, 15(4), 378-397.

Stanton, R. A. (2015). Food retailers and obesity. Current obesity reports, 4(1), 54-59.

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Appendices:

Appendix 1: Healthy eating and drinking in Australia

(Source: http://www.beactivecockburn.com.au/healthy-eating/)

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Appendix 2: Health and wellness in global context in last 10 years

(Source: http://blog.euromonitor.com/2012/11/health-and-wellness-the-trillion-dollar-industry-

in-2017-key-research-highlights.html)

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