The directors of Coatings plc have decided that specialist paints for use on buses and lorries should become the focus of a new e-business strategy. ‘All we have at present is a call centre where our customers phone in orders’, said the sales manager. ‘Our two main competitors are improving their business-to-business activities by linking to internet providers. Our strengths lie in customer loyalty and the reputation of our product for quality.’

Explain how value chain analysis can be combined with the development of an e-business strategy.