Each department in a company carries out value- creating activities to design, produce market, deliver and support the firm’s products. The firm’s success depends not only on how well each department performs its work but also on how well the various departments coordinate their activities.”Value chain is the series of internal departments that carry out value-creating activities to design, produce market, deliver and support a firm’s products.” (Armstrong and Kotler, 2011, p.75)
Insure and Go are a successful insurance services company based in Essex. As a relatively young business, Insure and Go identified the need to develop the managerial skills of its first line managers with formal training. Value chain analysis is a powerful tool for managers to identify the key activities within the firm which form the value chain for that organisation, and have the potential of a sustainable competitive advantage for a company. There in competitive advantage of an organisation lies in its ability to perform crucial activities along the value chain better than its competitors.
In order to conduct the value chain analysis, the company is split into primary and support activities. Primary activities are those that are related with production, while support activities are those that provide the background necessary for the effectiveness and efficiency of the firm, such as human resource management. The primary and secondary activities of the firm are discussed in detail below.
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