The value chain is the process of turning an idea into a marketable product. In monitoring the value chain, engineers and managers can deliver the most valuable products to consumers at the lowest cost possible. The main goal of a value chain is to create a competitive advantage by increasing the value add of a product while keeping costs minimal.
What is a Value Chain?
The value chain is a strategic framework and analytical tool used to analyze and understand the sequence of activities and processes that a company undertakes to deliver value to its customers.
Coined in 1985 in the book Competitive Advantage: Creating and Sustaining Superior Performance by Harvard Business School professor Michael Porter, the value chain concept examines the various stages of a company's operations, from the acquisition of raw materials to the delivery of the finished product or service to the end user.
Value chain analysis involves a detailed examination of both primary activities and support activities that contribute to the creation and delivery of value. Primary activities are directly involved in the production, marketing, and delivery of the product or service. These include inbound logistics, operations, outbound logistics, marketing and sales, and customer service. Inbound logistics focuses on the procurement, storage, and handling of raw materials. Operations encompass the transformation of these materials into the final product. Outbound logistics involves the distribution and delivery of the finished product to customers. Marketing and sales activities are responsible for promoting the product and generating customer demand, while customer service ensures satisfaction after the sale.
Support activities provide the necessary infrastructure and resources to enable primary activities to function effectively. These include procurement, technology development, human resource management, and firm infrastructure. Procurement involves sourcing and acquiring the necessary inputs, including raw materials and components, to support production. Technology development refers to activities aimed at improving processes, developing new products, and integrating technological advancements. Human resource management focuses on recruiting, training, and retaining a skilled workforce. Firm infrastructure encompasses the organizational structure, administrative functions, and support systems that enable the overall operation of the business units.
There are also discrete activities, or specific activities, a type of support activity in the value chain model that are strategically designed and measured to yield particular results. These activities are incorporated into the strategic management of the whole value chain.
Value chain analysis helps identify opportunities for creating a competitive advantage and increasing profitability. By understanding the cost drivers and the activities that contribute to value creation, companies can identify areas for improvement and develop strategies to differentiate themselves from competitors. For example, a company may focus on cost advantage by optimizing its inbound logistics, production process, and outbound logistics to lower costs and increase profit margins. Alternatively, a company may pursue differentiation advantage by investing in product design, marketing, and customer service to create unique and valued offerings that command premium prices.
The value chain framework enables companies to assess their internal operations and their position in the broader supply chain. It helps organizations identify areas of strength and weakness, explore opportunities for improvement, and align their business strategy with value chain activities. By analyzing each stage of the value chain, companies can identify potential bottlenecks, inefficiencies, and areas for innovation and optimization.
Distribution channels play a crucial role in the value chain as they facilitate the movement of products from manufacturers to end users. These channels may include wholesalers, retailers, online platforms, or direct sales to customers. Effective management of distribution channels is essential for reaching the target market and ensuring timely delivery of products or services.
Technological development is a critical aspect of the value chain as it drives innovation, enhances productivity, and enables companies to adapt to changing market demands. Companies that invest in research and development, technology acquisition, and process automation can gain a competitive advantage by staying at the forefront of technological advancements.
The value chain concept extends beyond individual companies and considers the broader supply chain. It recognizes that value creation involves collaboration and coordination with suppliers, distributors, and other stakeholders. Effective supply chain management ensures the smooth flow of materials, information, and resources across the value chain, optimizing efficiency, reducing costs, and improving overall performance.
In conclusion, the value chain provides a comprehensive framework for analyzing and understanding the activities, processes, and relationships that contribute to value creation within a company and across the broader supply chain. By conducting a thorough value chain analysis, companies can identify opportunities for cost reduction, differentiation, and competitive advantage, enabling them to deliver superior performance and achieve long-term success in their respective industries.