For question 1, you do not have to draw the value chain stages, just define them. Please answer all questions.

Sustainable Lawn Care 11 Shris, we make the highest-quality grass seed and everywhere!" stated Caroline Ebelhar, the vice president of manufacturing for The Lawn Care Company. "Yeah! But the customer docsn't have a Ph.D. in organie chemistry to understand the difference between our grass seed and fertilizer compared to those of our competitors! We need to also be in the lawn-care application service business, and not just the mamufacturer of super-perfect products," responded Chris Kilbourne, the vice president of marketing, as he walked out of Caroline's office. This ongoing debate among Lawn Care's senior management team had not been resolved, but the chief executive officer, Mr. Steven Marion, had been listening very closely. Soon they would have to make a major strategic decision. toxic fertilizer outside on the golf course or park grounds. The Lawn Care Company, a fertilizer and grass seed The competitor learned the application business in the manufacturer with sales of almost $1 billion, sold some of its parks and golf course target market segment and was beginproducts directly to parks and golf courses. Customer ser- ning to explore expanding into the residential lawn-care vice in this goods-producing company was historically very application service target market. The Lawn Care Company narrowly defined as providing "the right product to the right sold the "highest-quality physical products" in the industry, customer at the right time." Once these goods were deliv- but it was not currently in either the professional park and ered to the customer's premises and the customer signed the golf course or the residential "application service" lawn-care shipping documents, Lawn Care's job was done. For many market segments. The Lawn Care Company considered its park and golf course customers, a local subcontractor or the value chain to end once it delivered its products to the job customers themselves applied the fertilizer and seed. These site or non-lawn care application service. The competitor application personnel often did the job incorrectly, using inap- sold the customer "a beautiful lawn with a promise of no propriate equipment and methods. The relationship among hassles." To the competitor, this included an application these non-lawn care application service personnel, The Lawn service bundled to grass seed and fertilizer. Care Company, and the customer also was not always ideal. When claims were made against The Lawn Care Case Questions for Discussion: Company because of damaged lawns or polluted lakes 1. Define Lawn Care's current strategic mission, and streams, the question then became one of who was at strategy, competitive priorities, value chain, fault. Did the quality of the physical product or the way it and how it wins customers. What are the order was applied cause the damage? Either way, the customers' qualifiers and winners? Draw the major stages in its lawns or waterways were in poor shape, and in some cases value chain without an application service. the golf courses lost substantial revenue if a green or hole 2. What problems, if any, do you see with Lawn Care's was severely damaged or not playable. One claim filed by a current strategy, vision, customer benefit package green advocacy group focused on a fish kill in a stream near a golf course. and value chain design, and pre- and postservices? One of Lawn Care's competitors began an application 3. Redo Questions (1) and (2) and provide a new or service for parks and golf courses that routinely applied revised strategy and associated customer benefit the fertilizer and grass seed for its primary eustomers. This package and value chain that is more appropriate for competitor bundled the application service to the primary today's marketplace. goods, fertilizer and grass seed, and charged a higher price 4. What does operations have to be good at to successfor this service. The competitor delivered and applied the fully execute your revised strategy? fertilizer on the same day to avoid the liability of storing 5. What are your final recommendations