Research Topic:

In this assignment, you are required to write a research essay and prepare a presentation

on the digital transformation of a traditional furniture company $($It could be a real or

imaginary company$).$ Use IKEA as a reference point, but your ultimate goal is to create a

digital strategy that brings even more value to the customers than IKEA does.

The furniture company you will be working with has been operating traditionally for

decades, with a primary focus on brick$-$and$-$mortar retail stores. The company has

managed to build a solid reputation for providing high$-$quality, durable furniture at

affordable prices. Its current operations include manufacturing, warehousing, distribution,

and in$-$store sales. The company has limited digital presence, with a basic website

showcasing their products but without e$-$commerce capabilities.

Your task as a Digital Strategy Consultant is to design the company's digital

transformation. In your research essay, begin by drawing the company's current Porter's

Value Chain. You may assume any additional information that you think is necessary but

has not been provided. Then, design the new value chain for the company after the digital

transformation, highlighting the improvements and changes in each of the value chain

activities.

Furthermore, your research essay should also address the change management aspect

of the digital transformation. Consider potential issues such as employee fear of change

and outline a strategy for managing these concerns. Discuss which change management

model is most appropriate for the company's situation and explain how you will apply it$.$

Finally, summarize the importance of change management in the context of your

company's digital transformation.

In your presentation, showcase the key points from your research essay, emphasizing

the proposed digital strategy and change management plan. Make sure to include visuals

that help your audience understand the current and future value chains, as well as the

change management process.

As you complete this assignment, remember to consult relevant academic sources,

industry reports, and case studies to support your arguments and recommendations. Your

research essay should be well$-$structured, with a clear introduction, body, and conclusion.

Keep in mind that you are expected to bring even more value to the customers than IKEA

does through your proposed digital transformation.