Embed Size (px)
Citation preview
expanding business
“A strategy is a plan of action designed to achieve a specific goal!”
The 5 C’s of STRATEGY
Customers
Competitor Collaborator Context
Company
Brand-Company
Positionering
“Trade-offs are essential to strategy. They create the need for choice and purposefully limit what a company offers”
Michael E. Porter
“Strategic Fitt”Michael E. Porter
Does your business have Strategic Fit?
“While operational effectiveness is about achieving excellence in individual activities, or functions, strategy is about combining activities.”
“… competitive advantage comes from the way its activities fit and reinforce one another.”
“Strategic Fitt”
“Strategic Fitt”
“First-order fit is simple consistencybetween each activity (function) and the overall strategy.”
Product Relation Identity
Strategy
- a coherent and ”natural” connection
“Second-order fit occurs when activities are reinforcing each other.”
“Strategic Fitt”
Product Relation Identity
Strategy
- pulling in the same direction
CASE
Jørgen RasmussenArkitektskolen Aarhus
Product
Experience
System
Service
Department Several departments The Organisationen
Subcontracter
The Product developer
The Innovativ
The branted Company
Strategy
Company use of design
The learning Company
meets
”Strategic Design Matrix”
Connecting design to business and strategy.
Dilemma?Low price product
Low status product
Low technology product
Few parameters for competition
High price country
Case – DOLLE A/S(The VIC Project)
Informing Strategy
Case – Dolle A/S
A proposal for a user based strategy process.
Case – Dolle A/S
Interviewing users
Visiting users
• End user
• Distributor
• Retailer
• Service engineer
Case – Dolle A/S
Going through collected material at Dolle. Preparing for the user workshop.
Participants, themes, format.
Involve employees
Involving users AND employees
Case – Dolle A/S
Case – Dolle A/S
Case – Dolle A/S
Case – Dolle A/S
Case – Dolle A/S
Strategimodel – 6 timer senere!
Case – Dolle A/S
Koncekvens:
•Adressing new costemer segments
•Focus on knowlege
•New products
•New channels
•New partners
•Etc.
Case – Dolle A/S
”From attic ladders” - to
”Access to Space!”
USA!?
- value based elements
Designthinkning
A milkshake What job do they do for you?
Early table 'Loevet' (1956) of Swedish modern style home furnishing company IKEA.
Design? (Mixing with business??)
A modest start ”Peters Chair” 1944.Hans J. Wegner (while employed at Arne Jacobsens design studio). Sold at FDB at 11-12 DKr.
Forenede - UnitedDanske - DanishBrugsforeninger - Grocery stores
Design? (Mixing with business??)
IKEA today.
The rest is history?
Design? (Mixing with business??)
”Strategic Design”
Design impact in Companies
Thought
Action
Object
Symbols
Business Model Generation – ”Business Model Canvas”
Alexander Osterwalder
