1. In the Learning from Mistakes at the beginning of the chapter, we saw how KFC became too focused on cutting cost in their supply chain, and it hampered their ability to be able to serve customers effectively.

Imagine you were advising KFC on how they need to emphasize the customer-orientation of every link in their value chain. To support this, lay out the key links in KFC’s value chain and evaluate how each step is critical to creating customer value.