mited. Its benefits have also been discussed in detail. Mission and objectives of the bank has been evaluated. In addition to this mission and objectives as well as competitive strategy of the company have been outlined. The study has analysed the value chain concept in group the context of ANZ banking group limited. In this study, overhead allocation costs as well as rates for different jobs of Prime Personal Trainers have been determined. On the other hand the activity based costing in regards to Malekula council has been The study has identified the importance of value chain analysis in the context of ANZ banking undertaken.


Value chain concept and model helps in understanding the effectiveness with which each and every activities help in adding value to the final product offered by an organisation. The study has analysed the value chain concept in the context of ANZ banking group limited. In this study, overhead allocation costs as well as rates for different jobs of Prime Personal Trainers have been determined. On the other hand the activity based costing in regards to Malekula council has been undertaken. The problem statement of the study is to provide an understanding of value chain concept and activity based costing.


Question 1

    Value chain concept and its benefits

Value chain concept helps in understanding the different activities and its effectiveness with which it helps in adding value to the product. It has been defined by Brewer, Garrison and Noreen(2015), as a strategic tool used by an organisation to identify the most value adding activities as well as the least valuable activities undertaken within an organisation. It helps in eliminating the least valuableactivitiesso that the costs can be controlledeffectively. It has been seen that it also helps in adoption of differentiation (Laguna and Marklund, 2018).

The two ways in which the value chain concepts have proved to be advantageous for the organisations on an overall basis are found to be as follows;

Costs reduction

Value chain analysis helps in the processes to become more cost effective this is due to the fact that cost consuming activities are identified with the help of value chain analysis. Since an organisation has to undertake different forms of activities such as inbound, outbound, marketing and sales as well as post sales service hence it has to evaluate their value (Donovan et al. 2015). Evaluation of value that these activitiescreatetomake the final product of the firmis able to achieve the needs of the customers. Therefore value chain analysis recognises the loss making activities and thus removes them so that the cost can be reduced in relation to the activities.


Valuechainanalysis also helps in differentiation of the products or services. In the opinion of Simatupang, Piboonrungroj and Williams(2017), it has been seen that valuechain analysis helps in identifyingthoseactivities that help in creating or procuringunique form of material. With the help of this, a company can achieve competitive advantage on along term basis. It has been seen that value chain analysis offers the firm an opportunity to recognise uniqueness in the activities. On the other hand these unique activities might be found to be inimitable by the large numbers of competitors. Thus it offers wide range of benefits to the companies to be able to achieve long term profitability.

Mission and objectives

The chosen organisation is ANZ banking group limited that is listed on the Australian stock exchange. The mission of the firm has been found out to be creating value led transformation in the sector of banking and financial services (, 2019).

The objectives of the company has been outlinedto be various and as follows;It aims to achieve a customer centredapproach while delivering services.

It also aims to learn on a constant basis so that it is able to meet their needs as per the dynamic business environment (, 2019).

It aims to achieve the advantage of being able to create simple and less time consumingservices as well as facilities.

It also aims to instil within the organisational; culture sense of winning behaviours and always be driven by the sense to achieve high growth rate (, 2019).

Competitive strategy

The competitive strategy of ANZ Banking Group Limited has been found out to be differentiation. As per the opinion of Donovan et al. (2015), it has been seen that differentiation helps inachieving innovation in its products. It also helps in creating value and making its productsor serviceshighly competent in the industry wide market. In case of ANZ bankinggroup limited it has been observed that differentiation in various financial products as well as itsservices have been undertaken.As its mission is to adopt a customer centredapproach while offering services to large base of customers, hence it becomes necessary to innovate new products. Innovating products helps in meeting the new requirements of the customers as well as it also helps in staying upgraded as per the market. In the recent years ANZ banking group has taken research and development programmes and thus has become capable of offering financial products both on online as well as offline mode. This has helped the bank to satisfy customers effectively. This has also been possible because of the fact that time has been reduced to avail services of the bank as well as customers are exposed to wide varieties of financial schemes.

Value chain model

Value adding processes

The two valueadding services that have been identified for the firm ANZ banking group limited have been described below;

Fund raising activity [Refer to Appendix 1]

It has been seen that the fund raisingactivity of ANZ banking group has been found to be valuable. On the other hand it is mostly related to collection ofdonations from its large number of customers to be able to contribute towards communitydevelopmentactivities. It has been seen that ANZ banking group as a part of thisactivitycollectsdonations from its staffs, customers and large number of shareholders. These funds that are collected as part of the community development programme are then distributed to the community development organisationsor other voluntary form of organisations. For exampleANZ banking group limited collects an amount of $5000 from each of its employees in every financial year (, 2019).This process of fund raising activities has been able to makethe companyachieve high level of reputation in the market as well as in the society. This is because it has helped the firm to undertake corporate social responsibility efficiently (, 2019). On the other hand due to its sensitive approach to address the issues of community and other societal issues, it has achieved the confidence of its shareholders.

Financial products and services [Refer to Appendix 2] Financial products and services are other activities that have been observed to be valuable in the context of value chain analysis. It is the main activity of the or

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