ENBUS302 Study Guide - Quiz Guide: Frucor, Organic Food, Imitation
2 May 2016
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Enbus 302 phoenix organic case study part #2. Advantage (table 1: vrio analysis for phoenix organic, adapted from vrio framework, barney, 1991) Vrio framework, invented by barney in 1991, is an analysis of a company"s competitive ability through the evaluation of four dimensions, which are value, rareness, imitability and organization (thomas, wheelen & david, 2012). Product: there are three aspects that make product a competitive advantage of phoenix. Organic: organic drinks: phoenix organic sells organic drinks that use naturally grown raw materials that are free from artificial chemicals such as pesticide, which makes it unique and novel in beverage industry. Therefore, it would be costly for companies like coca-cola and frucor who use artificial ingredients in their products to imitate. Also, their products are in keeping with the current trend that more and more people are concerned about healthy organic food and beverage. Thus it is the perfect timing for phoenix organic to grow and expand.
