Supply Chain (sourcing ingredients)

→ Operations (dedicated equipment)

→ Distribution (suitable store locations and delivery)

→ Sales (motivated salesforce)

→ After Sales (customers first)

Internal and external fit

Firms with competitive advantage usually:

1. Excel in one or more of the activities, coherent with the competitive challenges of the firm
2. They consistently perform well in the remaining activities
3. They make sure the activities fit each other (internal fit)
4. They make sure that the activities fit the requirement of the external environment (external fit), such as customer requests, competitive pressures, macroeconomic changes