Costumo usar esta imagem para transmitir a ideia de que uma empresa que trabalha a sério a proposta de valor do preço mais baixo tem de ter uma obsessão pela redução contínua de preços.
Trabalhar a sério a proposta de valor do preço implica muito rigor e não balda. Todos os dias de manhã os decisores em frente ao espelho, enquanto fazem a barba ou se maquilham, devem pensar: onde vamos cortar nos custos hoje?
Ontem, encontrei "The Weird Economics Of Ikea" que espelha bem esta filosofia:
"The furniture is also sold according to some unique economics. In many cases, Ikea’s famously affordable pieces get dramatically cheaper year after year. In others, prices creep up. In some cases, products disappear entirely. The result is an ever-evolving, survival-of-the-fittest catalog that wields an enormous amount of influence over residential interiors.
Furniture has generally gotten cheaper relative to other goods over the years — likely due to effects of globalization — but this chair’s trend stands out. In the early 1990s, the chair couldn’t be had for less than $300, adjusted for inflation. Today, it’s $79. (The average piece of $300 dollar furniture in 1990 would cost about $151 today, per the consumer price index for furniture and bedding.)
Even Ikea employees told me they marvel at the declines. “We pulled out a 1985 catalog, and we started looking at products,” Marston said. “It was really fun for us to say, ‘Oh my God, look at the price of that. Look how expensive it was when we first came here to this country.’”
“If they can’t figure out how to make them more cheaply, or retool them or slightly redesign them, it seems like the things disappear,” she said.
“On average, the prices would go down, from year to year, 1 percent overall,” she said. “Some prices could go down with a huge jump. Other prices may increase slightly. But overall, year on year on year on year, we’re trying to reduce prices.”"