a. Conduct a value chain analysis for McDonalds. What are its primary activities? What are its support activities? Identify the activities that add the most value for the customer. Why? Which activities help McDonalds to contain cost? Why?

b. In the last few years, McDonalds has made a lot of changes to its menu, adding more healthy choices and more higher-priced items, such as those offered in McCaf (e.g., premium roast coffee, frapp, and fruit smoothies), and has also enhanced its in-restaurant services (e.g., free, unlimited Wi-Fi, newer interiors). Did McDonalds new prioritiesin terms of a broader, healthier menu and an improved in-restaurant experiencerequire changes to its traditional value chain activities? If so, how? Try to be as specific as possible in comparing the McDonalds from the recent past (focusing on low-cost burgers) to the McDonalds today.