WeWork Value Chain Analysis
WeWork value chain analysis is an analytical framework that assists in identifying business activities that can create value and competitive advantage to the co-working giant. Figure below illustrates the essence of WeWork value chain analysis.
WeWork Value Chain Analysis
WeWork Primary Activities
WeWork Inbound logistics
Generally, inbound logistics involve receiving and storing raw materials and using them for manufacturing. WeWork offers space as a service and as such its value chain analysis, including inbound logistics are affected by the following main characteristics of service:
a) Inseperability. In services production and consumption are simultaneous and they cannot be separated.
b) Intangibility. Unlike products, services are intangible and they cannot be touched in physical terms. However, intangibility aspect of services relates to WeWork to a lesser degree compared to other types of services. This is because office spaces and furniture and appliances within offices are tangible items.
c) Perishability. Services cannot be stored for the later use or sale. Certain number of desks of a co-working operator staying vacant during a certain period of time means waste and loss for the business.
d) Heterogeneity. It is difficult to establish a standard for the quality of services. The quality of services is highly dependent on the perception of each individual user.
Inbound logistics for WeWork involve finding suitable places for co-working offices and furnishing these offices as creative and attractive workspaces.
WeWork Operations
Operations within value chain analysis refer to the process of transforming raw materials into products ready to sell. For service companies such as WeWork operations include the processes that make the services possible and deliver the experiences to consumers. WeWork operates a network of 756 locations in 38 countries as of December 2021[1]. The co-working giant attempts to design its offices and workspaces in a creative manner that maximizes individual performance. Specifically, WeWork’s workplace model is more centred around flexibility and collaboration, with a wide variety of meeting spaces, more lounge-style seating and different types of lighting.
WeWork Outbound Logistics
Outbound logistics involve warehousing and distribution of products ready for sale. This is for manufacturing businesses. For service companies such as WeWork outbound logistics involve delivery of workspace services to end-users. Specifically, outbound logistics for WeWork are associated with providing excellent customer experience during the process of service provision.
WeWork attempts to increase customer experience and addresses this point in a proactive manner. For example, there are instances where the company gave a present to an unborn baby of a member her the first day at her desk.[2] From this point of view outbound logistics is one of the main sources of value creation for the workspace provider.
WeWork Marketing and Sales
Marketing and sales practices at WeWork are based on digital marketing, networking events, referral programs and print and media advertising. The workspace provider uses digital marketing, networking events and referral program among other tools to communicate its marketing message to the target customer segment. Furthermore, WeWork’s dedicated sales team reach out to potential customers, conduct tour facilities and secure new businesses.
WeWork Service
Superior customer service is one of the competitive advantages for WeWork. The co-working giant’s dedicated customer support teams provide personalized support with any issues, questions or concerns. The company offers multi-channel support that integrates tet-a-tet meeting, phone, email, chat and social media. Moreover, WeWork proactively communicates changes and upgrades regarding its services to existing and potential customers.
WeWork Inc. Report contains a full version of WeWork value chain analysis. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Ansoff Matrix and McKinsey 7S Model on WeWork. Moreover, the report contains analyses of WeWork leadership, business strategy, organizational structure and organizational culture. The report also comprises discussions of WeWork marketing strategy, ecosystem and addresses issues of corporate social responsibility.
[1] Annual Report 2021, WeWork
[2] Petrova, L. (2018) “WEWORK DOES CUSTOMER EXPERIENCE RIGHT WITH A WOW MOMENT” The Petrova Experience, Available at: https://thepetrovaexperience.com/customer-centric-culture/wework-doing-cx-right-liliana-petrova