MGT 3323: Production and Operations Management Module 1 Create a Value Chain for a Company Assignment Guidelines and Rubric Overview: Value chain analysis, developed by Michael Porter, focuses on analyzing the internal activities of a business in an effort to understand costs, locate the activities that add the most value, and differentiate a company from the competition. The overall goal of value chain analysis is to identify the core competence of a company as well as areas and activities that will benefit from change in order to improve profitability and efficiency. You might have heard of SWOT (strength, weaknesses, opportunities, and threats), and value chain analysis is a tool used to properly identify the strengths and weaknesses of a company. For more information, read ​The Art of Value Chain Analysis – From Defining Activities to Identifying Areas for Improvement​. Directions: To complete this assignment, follow these steps: Step 1: Choose a company’s value chain to research from the following options: A. Dell (a manufacturing company) B. McDonald’s (a servicing company) Step 2: Download the ​Operational Strategy and Value Chain Analysis Template​ (available in Blackboard), save a copy so you can edit the templates, and follow the directions on the first page to fill out the templates and worksheet requirements and complete the assignment. Step 3: Submit your completed assignment. Guidelines for Submission:​ To submit your completed assignment, upload your saved version of the Operational Strategy and Value Chain Analysis Template. Instructor Feedback:​ This activity uses an integrated rubric in Blackboard. Students can view instructor feedback in the Grade Center. 1 https://www.smartsheet.com/art-value-chain-analysis-defining-activities-identifying-areas-improvement https://www.smartsheet.com/art-value-chain-analysis-defining-activities-identifying-areas-improvement MGT 3323: Production and Operations Management Rubric Criteria Exemplary (100%) Needs Improvement (75%) Not Evident (0%) Value Part I Accurately identifies operational strategic performance dimensions, industry metrics, firm metrics, and no more than three order winners or qualifiers for a manufacturing or servicing company. Identifies operational strategic performance dimensions, industry metrics, firm metrics, and no more than three order winners or qualifiers for a manufacturing or servicing company, but may contain inaccuracies. Does not identify operational strategic performance dimensions, industry metrics, firm metrics, and no more than three order winners or qualifiers for a manufacturing or servicing company. 35 Part II Accurately identifies strengths and weaknesses in the margins for primary and support activities for a manufacturing or servicing company. Identifies strengths and weaknesses in the margins for primary and support activities for a manufacturing ...

1. MGT 3323: Production and Operations Management
Module 1 Create a Value Chain for a Company Assignment
Guidelines and Rubric
Overview:
Value chain analysis, developed by Michael Porter, focuses on
analyzing the internal activities of a business in an effort to
understand costs,
locate the activities that add the most value, and differentiate a
company from the competition. The overall goal of value chain
analysis is to
identify the core competence of a company as well as areas and
activities that will benefit from change in order to improve
profitability and
efficiency. You might have heard of SWOT (strength,
weaknesses, opportunities, and threats), and value chain
analysis is a tool used to properly
identify the strengths and weaknesses of a company. For more
information, read The Art of Value Chain Analysis – From
Defining Activities to
Identifying Areas for Improvement.
Directions:
To complete this assignment, follow these steps:
Step 1: Choose a company’s value chain to research from the
following options:

2. A. Dell (a manufacturing company)
B. McDonald’s (a servicing company)
Step 2: Download the Operational Strategy and Value Chain
Analysis Template (available in Blackboard), save a copy so
you
can edit the templates, and follow the directions on the first
page to fill out the templates and worksheet requirements and
complete the assignment.
Step 3: Submit your completed assignment.
Guidelines for Submission: To submit your completed
assignment, upload your saved version of the Operational
Strategy and Value Chain
Analysis Template.
Instructor Feedback: This activity uses an integrated rubric in
Blackboard. Students can view instructor feedback in the Grade
Center.
1
https://www.smartsheet.com/art-value-chain-analysis-defining-
activities-identifying-areas-improvement
https://www.smartsheet.com/art-value-chain-analysis-defining-
activities-identifying-areas-improvement
MGT 3323: Production and Operations Management

3. Rubric
Criteria Exemplary (100%) Needs Improvement (75%) Not
Evident (0%) Value
Part I
Accurately identifies operational
strategic performance dimensions,
industry metrics, firm metrics, and no
more than three order winners or
qualifiers for a manufacturing or
servicing company.
Identifies operational strategic
performance dimensions, industry
metrics, firm metrics, and no more
than three order winners or qualifiers
for a manufacturing or servicing
company, but may contain
inaccuracies.
Does not identify operational strategic
performance dimensions, industry
metrics, firm metrics, and no more
than three order winners or qualifiers
for a manufacturing or servicing
company.
35
Part II
Accurately identifies strengths and

4. weaknesses in the margins for
primary and support activities for a
manufacturing or servicing company.
Identifies strengths and weaknesses
in the margins for primary and support
activities for a manufacturing or
servicing company, but may contain
inaccuracies.
Does not identify strengths and
weaknesses in the margins for
primary and support activities for a
manufacturing or servicing company.
35
Core Competence
Identifies at least one activity in the
value chain that enables a
manufacturing or servicing company
to compete with their order winners.
Identifies at least one activity in the
value chain that enables a
manufacturing or servicing company
to compete with their order winners,
but may lack in detail or clarity or
contain inaccuracies.
Does not identify an activity in the
value chain that enables a
manufacturing or servicing company
to compete with their order winners.

5. 15
Resources
Lists at least five relevant resources
that support research on a
manufacturing or servicing company’s
value chain. All sources used are
cited using APA style, 6th ed.
Lists fewer than five resources that
support research on a manufacturing
or servicing company’s value chain, or
resources are not appropriate for the
topic, and/or makes minor errors in
citing sources using APA style, 6th
ed.
Does not list resources or contains
major errors in citing sources using
APA style, 6th ed.
15
Total = 100 %
2
PART 1Operational Strategic Performance DimensionIndustry
MetricFirm MetricOrder Winner or
Qualifier Cost QualityGoodUniqueDeliveryFastReliable/
ConsistentNew Product

6. DevelopmentFlexibilityCustomizationNumber of Product
offerings
Download this file so you can edit the templates below based on
independent research of your selected company.
Then complete the following steps:
Fill out the template for Part 1 on page 1. Note that you cannot
have more than three order winners (most companies have one
or two).
Fill out the template for Part 2 on either page 2 or page 3
(Option A or B), based on the company option you selected.
Make sure that your strengths are clearly differentiated from
your weaknesses, and that your support activities cut across
your primary activities.
Fill out the worksheet for Part 3 on page 4.
MGT 3323: Production and Operations Management
Module 1: Operational Strategy and Value Chain Analysis
Template
1
Operational Strategy Analysis Template

7. Inbound
Logistics
Support Activities
Operations

8. Outbound
Logistics

9. Marketing
& Sales
Firm Infrastructure
Human Resources
Technology
Procurement
Service
Margins
Primary Activities
Part 2: Option A - Dell
2
Value Chain Analysis Template (Manufacturing Company)
2

10. Inbound
Logistics
Support Activities

11. Operations
Outbound
Logistics

12. Marketing
& Sales
Firm Infrastructure
Human Resources
Technology
Procurement
Service
Margins
Primary Activities

13. &
Part 2: Option B - McDonald’s
3
Value Chain Analysis Template (Servicing Company)
3
4
Let’s make a connection between the value chain and the order
winners. In the box below, identify the activity, or activities, in
your selected company’s value chain that enable your company
to compete with their order winners. Note that these identified
activities are your company’s core competence.
In the box below, list at least five resources that support your
research, cited in APA format.
Part 3: Reflection Worksheet
4