The Value chain and competitive advantage in UK retail industry :: Case study Marks

HATMOKO, Bonang Sandhy,

2003 | Tesis | Supervisor Jenoah Joseph

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Firm has many activities and each activity could affect firm competitive advantage. Michael Porter in his book Competitive Advantage has developed the model to analyses these activities called Value Chain. Value chain analysis plays an important role for firm to gain competitive advantage and by analyzing these activities firm could recognize each activities that could become cost driven and source for diti'erentiation. UK retail industry is a mature industry and characterised by increasing price competition, falling in margin, high production cost, and merger and acquisition issue. Moreover internet makes different approach for company for selling and deliver their product. The purpose of this dissertation is to eiramine how the value chain analysis can'be utilised in Marks & Spencer whether it will provide a source of competitive advantage or not. This dissertation will analyse the activities into two major activities as: primary activities and support activities and will identify each activity in the iirm that will become source competitive advantage for the company. Even in the same industry each firm will perform diii'erent value; chain that will be differ compare to their competitor. The lirm”s value chain will show _all activities and functions within the nm that linked together internally. This study will conclude the implication of value chain to Marks & Spencer, as one successful of UK Retailer, and will identify value activities, which will become competitive advantage whether could be a cost advantage or source of differentiation for the lirm.

Kata Kunci : Manajemen Perusahaan,Industri Retail,Persaingan Marks