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Business & Marketing
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English (U.S.)
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Topic:

“Inside IKEA’s Digital Transformation” by Thomas Stackpole

Essay Instructions:

 This assignment covers most of the topics discussed in class, and is designed to reflect your knowledge and understanding.  The assignment must be submitted as a double-spaced Word doc and should not exceed 2 double spaced pages.  Due date: July 15rd.  Answers may be submitted in Hebrew or English.  Assignment should be done in teams of 2 (at most). Pick an article from a well-known business newspaper (wall street journal, the economist, ect.) that discusses either (a) a company undergoing digital transformation; or (b) a company that is serves as a platform and provide a critical discussion. Your analysis should be based on the information provided in the article as well as you own critical thinking and should relate to one of the following topics we talked about: 1. Digital transformation a. What does the company discussed do and what sort of digital transformation is it undergoing? b. Which processes are expected to change and why? Use the "9 elements of digital transformation" to discuss the extend of expected change. c. IS the company expected to increase its reliance on analytics? In what way? d. What is the expected benefits and what are the expected challenges? 2. Platform based business a. What is the platform discussed? Who are the involved sides? b. What is the company’s expected source of revenue? Is the company profitable yet? If not, what are the challenges the company is facing? Is one (or more) of the participants expected to pay? c. What business model would you suggest? Which side(s) would you suggest charging, based on what we learned in class?

Essay Sample Content Preview:
“Inside IKEA’s Digital Transformation” by Thomas Stackpole 

“Inside IKEA’s Digital Transformation” by Thomas Stackpole is an article published in Harvard Business Review. The article entails an interview involving Barbara Martin Coppola, IKEA’s chief digital officer (CDO), and depicts how the company is undergoing digital transformation to improve its services and customer experience. For over 80 years, IKEA has relied on the traditional business model. IKEA deals with various products, including furniture, beds, home dйcor, lighting, kitchenware and appliances, smart home, and home textiles (Stackpole, 2021). The digital transformation undergoing in this company includes changing e-commerce front-ends, payment processing, changing supply mechanisms, floorplans, providing access to inventory tools, and using data and analytics in decision making. The company has made an app with features, such as Shop & Go, to hasten the checkout process and virtual reality (VR) to help clients visualize how products, such as furniture, can fit in their rooms.
Numerous processes are expected to change at IKEA to enhance a seamless and consistent customer experience. First, IKEA is automating its stores by ensuring that customers can see the different range of products offered and select the best fit for their homes. Second, customer understanding is facilitated by introducing a website and app that are easy to navigate (Stackpole, 2021). Third, IKEA is digitizing its business such that its clients can see, select, and put items in the cart, pay for them, and products are delivered to their specific destinations. Another process that has changed is enhancing sales pitches where IKEA will notify its customers about the products that fit their tastes and preferences.
In particular, IKEA is expected to increase its reliance on analytics. The digital transformation helps IKEA to expand its...
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