GB570 Managing the Value Chain : Value Chain Analysis - Kaplan University - Solved Assignments | Business Management

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VALUE CHAINANALYSIS1Value Chain AnalysisUnit4Individual ProjectAssignmentPaige HarwardGB570 Managing the Value ChainProfessorJerry HaenischKaplan UniversityIn your analysis of McDonald's value chain, how does the company integrate its demand chain,supplychain, and value drivers to maintain its competitive advantage and ensure customersatisfaction? Provide a detailed response (750–1000 words).

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VALUE CHAINANALYSIS2Value ChainAnalysisSince 1955, McDonald’shas opened 34,000outlets, employs 1.8 million people, andserves 69 million people a day on average in 118 countries.McDonald’s Corporation (NYSE:MCD) is headquartered in the United States and was originally owned by Richard and MauriceMcDonald and business partner Ray Kroc.All McDonald’s restaurants have the option to be franchised, affiliates or owned by thecorporation. Revenues come from the franchised restaurants by way of rent, royalties, and sales.McDonald’s revenues have increased from 22.7 billion dollars in 2009 to 27.6 billion in 2012.With the increase in demand, it is assumed that McDonald’s will continue to increase revenueover the next 5 years.(Value chain and competitive, 2012)Demand Chain AnalysisThe demand chain consists of three parts, marketing,sales and service. McDonald’s hashad to consider how to create a demand for their product that is not available anywhere else.With this in mind, they have identified the customer and market wants and needs. They have alsodone a market opportunity analysis and identified value drivers.In this they have discovered the consumer wants a laid back atmosphere in a fast pastworld. The consumer also wants healthier food in a pretty package. In addition to the consumerwants, according the market analysis, McDonald’s has the opportunity to add convenience to aneconomy that needs them. The company has also discovered how to drive value by retaining andmaintaining employees as well as continuously analyzing data with a state of the art database.

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VALUE CHAINANALYSIS3Identification of Customer, Market, Wants and NeedsOver the years, McDonald’s has identified several wants and needs of the consumer.They have tried to maintain this through services such as freeWi-Fiand “Arch Cards”. FreeWi-Fiturns the fast food atmosphere into more of a laid back café style. To go along with theWi-Fi,they also started the McCafe brand of coffees and lattesin 2008.McDonald’s also has gift cards,Arch Card, that are pre-paid and come in several denominations to allow them to be given asgifts and used through the drive-through.McDonald’s has also recognized consumer wants for healthier food and odd hours. MCDhas begun to change their food brands to offer healthier choices such as, grilled chickensandwiches, yogurt parfaits, and apple snacks in the kids meals. They are now open 24 hours inmany locations offering a midnight menu with smaller, cheaper options.(Value chain andcompetitive, 2012)Market Opportunity AnalysisMCDhas taken the time to look at the current food trends. They have begun to see thatwhile what the consumer wants is quality food at a reasonable price. They are noticing a trend insociety in which the consumer no longer wants to eat just to survive, they want to consume forenjoyment. This means the consumer is looking at prices, convenience, and value. The consumerwants to know where their food came from. Taking this into consideration they have created asustainability supply chain.(Sustainable supply chain, 2011)

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