Value Chain Analysis:
Army Recruiting Company
Foundation for Business intelligence
Before he passed away in 1999, satirical novelist, Joseph Heller, wrote in his book Catch-22, “I had examined myself pretty thoroughly and discovered that I was unfit for military service” (Heller, 282). While in this instance, the individual was missing a leg and therefore not eligible for service, this quote has been used at times by those that have a fear or misunderstanding of the United States Armed Forces. Despite this, there is a requirement to maintain the volume of Soldiers within the United States Army and that recruiting companies develop a desire to join within the communities where they are located. Understanding the Companies valued processes allows for analysis of what operations are already being performed well and what areas can be improved to increase desire to join. As an Army Recruiting Commander it is my job to ensure that the Company I lead is producing the best product for our customers. It is described as customers because there are two entities that this company serves. The more obvious of the two is the United States Government. We receive a mission for the year, as to the Government’s goals for the quantity and quality of new enlistments to the United States Army. While it is important to this customer to receive a certain number of these enlistments at various phase lines through the year, the type of enlistment is just as vital to customer satisfaction. For best results, the enlistee should not only show educational aptitude, but also be a malleable or trainable product before they arrive to Basic Training. This customer’s requirements for success require that the company provides them an on time, quality product, in determined quantities. The other customer that this Company serves is in fact those very people that are enlisting to serve Customer Number One. Less than one half of one percent of the American population has chosen to serve in the Army during the past decade (Miles, 3). Though this number is likely to remain low, growing pressure from competing Department of Defense Agencies such as the U.S. Navy or National Guard, requires us to illustrate to the customer exactly why they should choose us as a provider. Where Customer Number One requires a high tempo turn over for their product, it is more important to this customer that service meets their specific timeline. Some customers need to begin their Army Career as soon as possible due to financial or familial responsibilities. Others have requirements to complete, such as graduating from high school or college, therefore requiring a suspended leave date. In addition to a customized timeline, it is important to understand the specific reasons why they would choose to enlist in the first place. Understanding this allows the Company to tailor the right package of benefits and job selection that meets the customers desires and replaces the need to seek opportunities with other Department of Defense Agencies. In order to meet the requirements of the Companies two customers, there are certain activities that must be accomplished. Though there are other processes that support the Company’s operations, the critical activities for mission success are marketing and research, prospecting, input management, and output management. These activities are necessary to complete services for both sets of customers and are continuously being completed. It is generally likely that many of these activities are being conducted simultaneously in order to reach final goal of a quality Soldier prepared to ship to Basic Training with a customized package of job and benefits. It is said that the first rule of sales is that people must like and trust you (Klivans, 1). Though we typically try to distance Military Recruiting from sales, this principal still applies. For many people there is a negative connotation when considering the Armed Forces as a career choice...
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