Value Chain Assignment Malcom Financial Services is a medium-sized financial institution offering a range of services including banking, investment management, and insurance. In recent years, the company has faced increased competition and pressure to improve efficiency and profitability. As part of its strategic planning process, Malcom Financial Services is seeking to optimize its value chain to enhance its competitive advantage and better meet the needs of its customers. Malcom Financial Services operates in a highly competitive market where customer expectations are constantly evolving. The company's value chain consists of several primary activities, including customer acquisition, risk assessment, product development, transaction processing, and customer service. Additionally, there are support activities such as technology infrastructure, regulatory compliance, and human resource management. Despite its solid reputation and established customer base, Malcom Financial Services faces several challenges within its value chain: Malcom Financial Services still relies on a transaction processing system that was developed in-house many years ago. This software was cutting-edge at the time of its creation but has since become less efficient compared to modern solutions available on the market. The system mainly lacks integration capabilities with newer technologies and has become more and more difficult to maintain, and prone