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Aligning the positioning and value proposition of an experienced manufacturing company of the Italian furniture industry. Consequently explaining the company know-how and aligning its product catalog to the needs of a transforming market, going from mass-produced products to special project commissions.
Innovating starting from a deep understanding of how the company is seen from the inside and how its stakeholders see it from the outside so as to make a new value proposition immediately operational. Aligning the catalog with the desires and needs of the customers, involving the agent network and distribution right from the beginning.
Albed is an Italian company born and raised in Brianza. Through the years it has developed strong skills in the production of aluminum profiles and in designing aluminum and glass systems, producing elements for architecture such as doors and modular systems.
Our team supported the company in its new positioning, facilitating the definition of a new value proposition that would allow the organization to best express its potential in the transition from the b2c market to the b2b market.
A series of workshops made together with the different strategic figures of the company allowed us to explain how the different parts of the organization saw the company.
Interna workshops were followed by a series of researches, external interviews and mystery client visits to the competitors. This allowed us to understand how the company is seen from the outside and to compare the different portraits with a competitive analysis.
The shared synthesis of this path has allowed the team to face their own values. They aligned the know-how, better understanded the company choices and shareed their positioning perception. In short they redesigned a new value proposition together. To this purpose, scenarios were also created to illustrate the consequences on time of different positionings.
A new series of internal interviews focused on the R&D department allowed us to support the company in a deep reinterpretation of its offer. Its twenty-year work in solving problems had created indeed an unvalued catalog of solutions to a huge series of design issues. This positioned the company as a potential leader of b2b proposals in the Contract market.
We mapped the range of catalog products, variants and complements, making explicit and available to everyone a knowledge that until that moment was fragmented in only some key operational figures of the organization.
The Albed Product System mapping has allowed not only to propose the product in a new way, closer to the needs of the market and of the customers, but also to make the work in the company more agile by activating a cycle of fundamental transformations:
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