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Marco Perini Federico
Polimanti Davide Raia Mario Velotto
• Entrepreneurship, it's all about creating value
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BUSINESS MODEL IKEAIntroduction of the Company• It works in 42 Countries
• IKEA was founded in 1943 by Ingvar Kamprad
• In the early 1980s started the expansion
• The IKEA stores are located in a strategic position
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New Blue Ocean Strategy
✓House characterized by: ➤Technology and Material “TRIPLE ZERO” thanks to solar panels, thermal panels and catching rainwater sistem ➤High level of technologies and smartappliances ➤Fully furnished
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✓ Accessibility
✓Newness
✓Performance
✓Brand/Status
✓Young Couples
✓Ecologists
✓People that have no time✓Find your
house point
✓Personal assistant
✓ Increase
✓ Strategic alliances between non competitors
✓ Increase
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Red Ocean VS Blue Ocean
Compete in existing market
Beat the competition
Explore existing demand
Make the value-cost trade off
Swim in a new marketNowadays nobody
produce intelligence-ecological house
New demand for new customers
New concept: best quality for affordable
prices
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A New Value Curve
CREATE
RAISEELIMINATE
The Four Actions
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Corporate Social Responsibilty✓ IKEA CSR represents a middle ground between
«reactive» and «active», Why?✓ IKEA nowadays pays attention to the waste
management and the renewable energy sources
✓More attention and responsibility regarding the sources of wood supply
✓ The Relationships with employees. An example: Work Life Balance Project✓ Top Priority to the protection of
resources
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New Corporate Social Responsibility
REACTIVE / ACTIVE
IKEA cannot be considered fully
reactive:WHAT’S the main
reason?
PROACTIVE
How to reach it?1) The new smart house will
be environmentally friendly
2) Through an integrated system
3) New concept of employee
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Persona
HOW WHY
WHAT
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PersonaMichele Woods
Background✓ Art critic and radio speaker
✓ He studied art in Florence and he has
always been the speaker for local radio✓ He is married
and he has a young son
✓ he is a very determinated
person✓ he does
voluntary as a hobby
Demographics
✓36 years old
✓Lives in City center
✓He does not leave the
phone✓ He drives a
tesla
Identifiers
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► THINK AND DO
• Person with a very busy life but who wish to satisfy its needs in terms of rapidity, quality, confort, technology and design without leave out the respect and the protection of the environment.
► SEE AND DO
• The new target is a person always busy and who cannot match its demand with the current market demand.
► PAIN• Always sensitive to environmental issues and proactively committed to solve
problems about environmental change and pollution.
► GAIN• A person always on the go, hard worker with little free time.
Persona
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Thank for yourattention