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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