channel) is the path or route decided by the company to deliver its good or service to the customers. The route can be as short as a direct interaction between the company and the customer or can include several interconnected intermediaries like wholesalers, distributors, retailers, etc. Hence, a distribution channel can also be referred to as a set of interdependent intermediaries that help make a product available to the end customer. Value Chain Management Definition Value chain management (VCM) requires "examining processes (physical, financial and informational) and uncertainties (opportunities for improvement and risks to achievement) from beginning to end of the chain (or network) in an integrated manner in order to optimise overall value" (CIPS: Procurement’s role in the generation and capture of value in supply chains: 24). VCM requires the following components: Integrated chain strategy, planning and scheduling An efficient supply chain Full and interdependent chain resource management and optimization Integrated customer insight data and information VALUE CHAIN ANALYSIS OF STARBUCKS REFERENCE https://www.techopedia.com/definition/23 858/value-chain-management-vcm