贝恩分析方法-valuechain1.ppt

valuechain Agenda The Concept Generic Value Chain Common Uses Value Chain Scope When to Use Value Chain Analysis Agenda Value Chain Methodology (1 of 2) Value Chain Methodology (2 of 2) Drawing Activity Boundaries (Candy Co. Example) Value Chain Methodology (1 of 3) Value Chain Methodology (2 of 3) Value Chain Methodology (3 of 3) Agenda Ace Consumer Products Value Chain Methodology Ketchup Value Chain Value Chain Methodology Ace Consumer Products Value Chain Methodology Relative Cost Position - Methodology Cost Variance Ketchup Consolidation Savings *Value Chain bc CHI Copyright? 1998 Bain Company, Inc. Value Chain Analysis Bc * valuechain Author: Tom Macina Reviewers: Scott Bender,  Peter Fisher, Cyrus Villa,  Ammar Maraqa bc Value Chain March 1998 Copyright? 1998 Bain Company, Inc. valuechain The concept Value Chain methodology Example valuechain Value chain analysis is a systematic method for disaggregating a firm or industry into its major discrete activities to understand sources of competitive advantage Value chain analysis can be used to identify opportunities to gain cost advantage/improve performance increase competitive differentiation Value chain analysis is an analytical tool which can help provide clarity to consultants and clients allows distinct boundaries to be drawn across business (or industry) process allows consultant to clearly evaluate and prioritize activities on which to focus facilitates client understanding valuechain Successively finer disaggregations of activities are made to expose differences important to competitive advantage The generic value chain consists of six general activities. Tech., RD Purchasing/ Inbound Logistics Manufact- uring/ Operations Marketing Sales Distribution/Outbound Logistics Service valuechain Value chain analysis can be used as an analytical tool in two general situations. Value Chain Analysis as a tool for