20 La chaîne de valeur de Porter

Summary

This video explains Michael Porter's Value Chain model, a strategic tool used to identify and analyze the key activities that contribute to an organization's value creation. It outlines the primary activities, including internal logistics, production, external logistics, marketing, and services, as well as support activities like procurement, technology development, human resources, and infrastructure. The video emphasizes how understanding these activities helps businesses gain competitive advantage, optimize costs, and identify areas for differentiation. The value chain concept extends to the industry level, highlighting the interconnected relationships between suppliers, companies, and customers.

Takeaways

• 😀 The Value Chain is a strategic tool developed by Michael Porter in the 1980s to analyze the internal activities of a company and their contribution to creating value for customers.
• 😀 The Value Chain is divided into two main categories: Primary Activities (directly involved in the product/service creation) and Support Activities (help optimize the primary activities).
• 😀 Primary Activities include Inbound Logistics (managing incoming materials), Production (manufacturing products), Outbound Logistics (distributing products), Marketing & Sales (driving customer demand), and Services (post-sale support).
• 😀 Support Activities include Procurement (acquiring resources), Technology Development (R&D and systems), Human Resource Management (recruitment and training), and Firm Infrastructure (administrative functions like finance, legal, and management).
• 😀 Each activity in the Value Chain should create more value than its cost, resulting in a positive margin, which is the difference between cost and what customers are willing to pay.
• 😀 Competitive Advantage can arise from a company’s ability to perform certain activities better or more efficiently than competitors, or by optimizing the links between different activities in the Value Chain.
• 😀 The concept of the Value Chain extends beyond a single company to the broader Industry Chain (Filière Industrielle), which includes all inter-organizational relationships from suppliers to customers.
• 😀 By examining the entire Value Chain, companies can identify where they can add more value within the broader supply chain, preventing competitors or customers from bypassing them.
• 😀 Strategic decisions such as Outsourcing (delegating certain activities to external companies) versus Internalization (keeping activities in-house) are important considerations based on the company’s competitive strategy.
• 😀 Digitalization, including the rise of the internet, has significantly transformed many industry chains, requiring companies to adapt their Value Chains to stay competitive and create new sources of value.

Q & A

What is the purpose of the value chain in strategic analysis?

The value chain is used to systematically identify the activities within a company that contribute to creating value for its customers. It helps businesses analyze how they can perform these activities more effectively and efficiently to gain a competitive advantage.

Who developed the concept of the value chain, and when was it introduced?

The value chain concept was developed by Michael Porter in the 1980s, as part of his work on competitive advantage.

What are the primary activities in the value chain, and what do they include?

The primary activities in the value chain are inbound logistics, production, outbound logistics, marketing and sales, and service. These activities are directly involved in the creation, distribution, and support of the product or service.

What are the support activities in the value chain?

The support activities in the value chain are procurement, technology development, human resource management, and firm infrastructure. These activities help enhance and support the primary activities.

How does the value chain help businesses identify their sources of competitive advantage?

By breaking down the business into primary and support activities, the value chain allows businesses to identify which activities they do better or more cost-effectively than their competitors, thus uncovering their sources of competitive advantage.

What is the role of technology development in the value chain?

Technology development encompasses activities like research and development (R&D), innovation, and the use of systems and tools to improve the company's products, processes, and customer relations, providing a competitive edge.

Why is human resource management considered a vital support activity in the value chain?

Human resource management is essential because the company's employees are considered a vital resource (capital human). Effective HR practices such as recruitment, training, and development help maximize the value created by the business.

What is the significance of 'firm infrastructure' in the value chain?

Firm infrastructure refers to the administrative and organizational activities that support the entire company, including management, finance, legal, strategic planning, and quality control. It ensures the smooth operation of all value chain activities.

How does the value chain relate to the broader concept of the industrial value system?

The industrial value system refers to the entire network of interorganizational relationships from suppliers to customers, which includes multiple value chains linked together. A company’s value chain is part of this larger system that drives the overall product creation process.

How does the value chain analysis help in decision-making regarding outsourcing or retaining activities?

Value chain analysis helps businesses decide whether to keep certain activities in-house (vertical integration) or outsource them (externalization). For example, Nike outsources most of its manufacturing but retains marketing, which is a key source of competitive advantage.