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Business Case IKEA

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Artículo para la Revista APD sobre la séptima jornada New Experience on Business Transformation. Gonzalo Antoñanzas, director adjunto para España de IKEA, explica la “Fórmula IKEA”

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Business Case IKEA

  1. 1. APD 14 MAYO 2014REVISTA APD APD 15MAYO 2014 REVISTA APD ON BUSINESS TRANSFORMATIONACTUALIDAD Gonzalo Antoñanzas, director adjunto para España de IKEA, dando a conocer a los asistentes la “Fórmula IKEA” . Basada en las personas “Clientes, empleados y proveedo- res son la clave de IKEA”. Así lo afirmó  Gonzalo  Antoñanzas,  quien   añadió  que  el  concepto  del  negocio   es  llegar  al  mayor  número  posible   de  personas  con  una  amplia  gama   de  productos  funcionales,  de  cali- dad  y  con  un  buen  diseño. La  orientación  al  cliente,  para   Antoñanzas,  significa  conocer  sus   motivaciones  y  necesidades,  que   están  en  constante  transformación.   Hoy en día las marcas han perdido relevancia  ante  sus  públicos,  los   consumidores  damos  más  crédito   a las recomendaciones de otros consumidores  que  a  los  mensa- jes  que  difunden  las  empresas.   La  rapidez  y  los  servicios  han   ganado  importancia  con  las  nuevas   tecnologías,  que  nos  permiten   acceder  a  mucha  información  y   tomar decisiones en poco tiempo. De  ahí  que  las  tiendas  IKEA  no  se   conciban  como  punto  de  venta,   Marc Edo, socio director de AXIS CORPORATE, presentó la séptima jornada New Expe- rience on Business Transfor- mation organizada por AXIS CORPORATE y APD, que en esta ocasión tuvo lugar en el auditorio del Banco de Sabadell en Barcelona y reunió a un nutrido grupo de directivos que acudieron a conocer las claves de la fórmula IKEA. María Cura, socia y directora general de Llorente & Cuenca, presentó al ponente invitado, Gonzalo Antoñanzas, quien ostenta el cargo de director adjunto para España de IKEA. Enamorar al consumidor LA FÓRMULA BusinessCase sino  como  un  espacio  de  experien- cias.  De  ahí  que  los  resultados  de   los  distintos  centros  deban  medirse   por  su  capacidad  para  satisfacer  al   cliente,  y  no  tanto  por  su  volumen   de ventas. Los  ambientes  de  las  tiendas  están   pensados como escenarios de la vida  doméstica  para  que  todo   visitante  se  identifique  con  alguno   de  ellos.  El  catálogo  es  la  principal   herramienta  para  atraer  público,  y   retenerlo  es  el  objetivo  fundamen- tal  de  las  acciones  de  marketing,   desde  los  precios  y  situación  del   restaurante  hasta  los  espacios  de   recreo y descanso. RSC Respecto  al  origen  de  los  productos   de  la  marca,  Antoñanzas  señaló   que  los  costes  logísticos  hacen  más   recomendable  fabricar  el  mobiliario   en el mismo continente donde se va a vender. Las maderas emplea- das  se  seleccionan  7  años  antes  de   ser  usadas  en  función  de  la  dispo- nibilidad  de  árboles  procedentes  de   bosques  sostenibles. Valores de equipo “Los  cargos  dejan  el  ego  en  la  puer- ta  cuando  se  incorporan  a  IKEA”.   De  esta  manera,  Antoñanzas  expli- có  que  la  empresa  inculca  sobrie- dad  a  sus  mandos,  pues  tiene  muy   arraigada  la  cultura  del  ahorro  en   costes,  ya  que  todo  gasto  repercute   en  el  precio  final  del  producto.   En  la  selección  de  nuevos  emplea- dos  se  busca  que  encajen  en  la   organización,  por  encima  de  otras   consideraciones.  Se  estimula  la   iniciativa,  el  buen  clima  laboral  y   el  desarrollo  global. “Las maderas empleadas se seleccionan 7 años antes de ser usadas en función de la disponibilidad de árboles procedentes de bosques sostenibles” EnEspaña 1.562 M€ de facturación 15 tiendas IKEA 38 millones de visitantes 5.800 empleados 8 millones de catálogos ALGUNAS CIFRAS Enelmundo 24.700 M€ de facturación (similar a Inditex) 325 tiendas IKEA 208 millones de catálogos 131.000 empleados 655 millones de visitantes 1.018 proveedores en 53 países www.axiscorporate.com

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