Value Chain Mapping


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  • Use the diagramming tool to create a value chain map of either the personal computer laptop industry or the commercial aircraft manufacturing industry with the structure presented in class, keep it simple, and limit the map to 20 to 35 nodes.
  • You’ll want to start with the material suppliers on the left and move through the external value chain to the customers on the far right side of the value chain map. Consider what the top two or three vendors do to make, sell, and support their products and what companies are in their supply chain (to the left) or their distribution chain (to the right)?
    • Determine the leading firms in each node and using Google searches find the Revenue for each firm and sum those to get the Total Revenue value of each node (you can mix recent years).
    • See if you can determine the Total Economic Value Add of your industry from the data on your map (hint: it is not the sum of the Revenues).
    • Find the Total Unit Shipments from Google searches, or other sources, and determine the Average Selling Price for the final product.
    • Is your industry growing or shrinking, is it consolidated or fragmented?
  • Note your findings on your value chain map and submit via Canvas as a PDF file.
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