Case one

1. Case One

2. The Setup

• You’ve decided to start a natural-flavor frozen-sherbet
business rather than going into consulting. You’ve been
doing a market research and came a cross the value
chain presented in the following slide.
• Your task is to create a similar value chain for your
startup; please explain how it’s different and why

3.

$1,00
$0,03
$0,90
$0,15
$0,80
$0,05
$0,08
$0,70
$0,03
$0,05
$0,60
$0,20
$0,50
$0,40
$0,10
$0,30
$0,09
$0,20
$0,22
$0,10
$-
Value Chain
Margin
Overhead
Shelf Space
Ads
Cold Storage
Distribution
Processing
Packaging
Cost of Goods
R&D