Mcdonald s value chain analysis

McDonald's in LuganoSwitzerland McDonald's has become emblematic of globalizationsometimes referred to as the " McDonaldization " of society. The Economist newspaper uses the " Big Mac Index ":

Mcdonald s value chain analysis

A broken chain link illustrating poorly managed business' value chain. Definition Value chain analysis VCA is a process where a firm identifies its primary and support activities that add value to its final product and then analyze these activities to reduce costs or increase differentiation.

Value chain represents the internal activities a firm engages in when transforming inputs into outputs. Understanding the tool Value chain analysis is a strategy tool used to analyze internal firm activities. Its goal is to recognize, which activities are the most valuable i.

The firm that competes through differentiation advantage will try to perform its activities better than competitors would do.

If it competes through cost advantage, it will try to perform internal activities at lower costs than competitors would do. When a company is capable of producing goods at lower costs than the market price or to provide superior products, it earns profits.

Porter introduced the generic value chain model in Value chain represents all the internal activities a firm engages in to produce goods and services. VC is formed of primary activities that add value to the final product directly and support activities that add value indirectly.

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Although, primary activities add value directly to the production process, they are not necessarily more important than support activities. Nowadays, competitive advantage mainly derives from technological improvements or innovations in business models or processes.

On the other hand, primary activities are usually the source of cost advantage, where costs can be easily identified for each activity and properly managed. The more activities a company undertakes compared to industry's VC, the more vertically integrated it is. Below you can find an industry's value chain and its relation to a firm level VC.

Using the tool There are two different approaches on how to perform the analysis, which depend on what type of competitive advantage a company wants to create cost or differentiation advantage.

The table below lists all the steps needed to achieve cost or differentiation advantage using VCA. Competitive advantage types Cost advantage Differentiation advantage This approach is used when organizations try to compete on costs and want to understand the sources of their cost advantage or disadvantage and what factors drive those costs.

Mcdonald s value chain analysis

Establish the relative importance of each activity in the total cost of the product. Identify cost drivers for each activity. Identify links between activities.

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Identify opportunities for reducing costs. Evaluate the differentiation strategies for improving customer value. Identify the best sustainable differentiation.

Cost advantage To gain cost advantage a firm has to go through 5 analysis steps: All the activities from receiving and storing materials to marketing, selling and after sales support that are undertaken to produce goods or services have to be clearly identified and separated from each other.

The managers who identify value chain activities have to look into how work is done to deliver customer value. The total costs of producing a product or service must be broken down and assigned to each activity.

Activity based costing is used to calculate costs for each process. Activities that are the major sources of cost or done inefficiently when benchmarked against competitors must be addressed first. Only by understanding what factors drive the costs, managers can focus on improving them.

Costs for labor-intensive activities will be driven by work hours, work speed, wage rate, etc. Different activities will have different cost drivers. Reduction of costs in one activity may lead to further cost reductions in subsequent activities.

Mcdonald s value chain analysis

For example, fewer components in the product design may lead to less faulty parts and lower service costs. Therefore identifying the links between activities will lead to better understanding how cost improvements would affect he whole value chain.

Sometimes, cost reductions in one activity lead to higher costs for other activities.

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When the company knows its inefficient activities and cost drivers, it can plan on how to improve them. Too high wage rates can be dealt with by increasing production speed, outsourcing jobs to low wage countries or installing more automated processes.

Differentiation advantage VCA is done differently when a firm competes on differentiation rather than costs.

This is because the source of differentiation advantage comes from creating superior products, adding more features and satisfying varying customer needs, which results in higher cost structure. After identifying all value chain activities, managers have to focus on those activities that contribute the most to creating customer value.

Managers can use the following strategies to increase product differentiation and customer value: Add more product features; Focus on customer service and responsiveness; Increase customization; Offer complementary products.Learn how Burger King is turning the tables on McDonald's, and adding another fascinating chapter to a story of one of the most iconic business rivalries of all time.

Highlights for McDonald's.

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For the ultimate fast and easy all-American meal, follow the golden arches to McDonald's. Founded in , McDonald's has been feeding families all over the world for a great price. McDonald's Corporation (NYSE:MCD) Annual Shareholders’ Meeting Conference May 24, AM ET Executives.

Enrique Hernandez - Chairman. Andy McKenna - . Value chain analysis (VCA) is a process where a firm identifies its primary and support activities that add value to its final product and then analyze these activities to reduce costs or increase differentiation.

MCD Real Time Stock Quote - Get McDonald's Corporation Common Stock (MCD) last sale data in real-time at tranceformingnlp.com Conclusion.

The analysis conducted in this article highlights the reasons behind McDonald’s decision to conduct a customer satisfaction survey on its American Customers.

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