Freddy Skarbø Petter Haugarvoll Bjørn G. Bergem. The Beginning Founded by Ingvar Kamprad in 1943...
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Transcript of Freddy Skarbø Petter Haugarvoll Bjørn G. Bergem. The Beginning Founded by Ingvar Kamprad in 1943...
Freddy SkarbøPetter HaugarvollBjørn G. Bergem
The Beginning
Founded by Ingvar Kamprad in 1943
First store opened in 1953 Begins testing flat packages First store outside Sweden opened
in 1963 (Norway, Oslo) 186 stores in 43 countries
IKEA Value Chain
Suppliers and Purchasing 1.800 suppliers in 55 countries Purchase most products from
Europe, but also from Asia Manufactures many of its products
through IKEAs industrial group Swedwood
Swedwood was founded in 1991 and consists of sawmills and factories
Products/Range
76.000 employees in 43 countries Turnover for the financial year
2002 was 11,3 billion euro Sells more than 10.000 articles Product Development Company
consist of 760 employees.
Children’s IKEA
The launch of Children’s IKEA in 1997
IKEA Catalog
Worlds largest printed publication Main task is to lure customers to
their stores for a whole year 131 million copies 23 languages and 45 different
editions Also ’Kitchen brochure’, ’Office
brochure’, ’Bedrom brochure’ etc.
Evans & Wurster
Businesses compete on the elements Reach – how buyers and sellers most
effectively can find each other Richness – ability to emphasize
product attributes and/or reinforce branding
Affiliation – whose interests in the value chain the business represents
Richness and Reach
RICHNESS
REACHThe number of people exchanging information
The quality of the information
1. Bandwidth
2. Customization
3. Interactivity
4. Reliability
5. Security
6. Currency
The trade-off blown up
RICHNESS
REACH
Enablers•Connectivity•Dissemination of
standards
New levels of richness and reach attainable
Deconstruction Competitive advantage “de-averaged” Intensified competition Information businesses inherit new
value New opportunities for physical
businesses Disintermediation Navigators emerge
Disintermediation
RICHNESS
REACH
Traditionalapproach
New approach
Navigators
The navigator will compete on Reach – the size of the universe across which it
can navigate Richness – the quality and customization of the
information delivered Affiliation – the closeness with which the
navigator identifies with the interests of its client, and serve as agent for the client’s interests
Competition is to aid customers to navigate towards your company’s products.
IKEA – new business model
RICHNESS
REACH
Web catalogue
Online ordering
Virtual design
Alliances
Segment-of-one
IKEA versus Stordal Møbler
RICHNESS
REACH
Stordal IKEA