ikea new blue ocean strategy and business model canvass
TRANSCRIPT
Marco Perini Federico
Polimanti Davide Raia Mario Velotto
• Entrepreneurship, it's all about creating value
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
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
✓ 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
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
A New Value Curve
CREATE
RAISEELIMINATE
The Four Actions
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
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
Persona
HOW WHY
WHAT
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
► 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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