OPS802 ______ Page 4of 131. ESTABLISHED AND EMERGING VALUE PROPOSITIONS IN THE FAST FOOD INDUSTRY Value proposition can be defined as the combination of some values and services that a company promises to deliver to their customers in order to fulfil their demands (Hassan 2012). Usually customer value varies from simply identifying products attributes to understand the significances of consumption experience. For one customer, “ Value can be low” and for another customer value can be “ what I get for what I give” ( Rintamäki, Kuusela & Mitronen 2007).There are four key dimensions of customer value and they are economic, functional, emotional and symbolic. Value is usually co-produced by seller and buyer. Value proposition can further be explained in three steps as follows :- Customer Value Proposition Figure 1: Customer Value Proposition (Lindgreen et al. 2012, p. 212); Source: Self –made. 1.1 VALUE ANALYSIS Value analysis focus on need of consumer. For a fast food industry, it is very important to recognize the need of their customer in order to maintain quality food and services among all its chain. Therefore, a fast food industry should have clear understanding of what a value a customer seeks (Lindgreen et al. 2012). McDonald’sserve the best quality food to their customer which is grown and processed in Australia.