Firm’s value chain and its effect on consumers in international markets using Mercedes-Benz, Niger

Firm’s value chain and its effect on consumers in international markets using Mercedes-Benz, Niger

Author by Dr. Nneoma Amos

Language: English

Abstract

Business performance optimality is a going and major concern for all firms across the globe. The question that however bothers the mind is whether optimality of a business can be actualised or if it is just a myth. Attaining optimality in today’s dynamic and complex business setting is really a herculean task and will continually be a myth if customers the key to every business success remains dissatisfied with the product and services offered. The value chain analysis is a strategic decision that must be consistently embarked if optimality must be attained. A firms’ ability to provide customers with superior offerings and delivering higher shareholders wealth is a function of value creation and strong brand that will offer bundle of benefits. Hence, this study seeks to empirically examine the effect of a firms’ value chain on her customers especially on the international scene using Mercedes-Benz brand as a case. A five rating Linkert Scale questionnaire was structured and designed for the study which was administered using the convenient sampling technique. Two hundred questionnaires were distributed of which one hundred and forty seven were found valid for analysis. The gathered data was analysed using the survey research design technique of the descriptive type. The study found that value chain analysis has a significant impact on the competitive advantage of Mercedes Benz in Nigeria. It is therefore recommended that for a firm to attain optimality in today’s complex and dynamic business world, it must not only create value for her customers but must sustain her value creating skills to the benefit of her customers which will give such a firm an edge over her rivals.


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