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Design a Better Business by Maarten van Lieshout, Erik van der Pluijm, Lisa Kay Solomon, Justin Lokitz, Patrick Van Der Pijl

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HOW DESIGN THINKING HELPS YOU TO UNDERSTAND YOUR CUSTOMER

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Images CASE STUDY

CONNECT TO BETTER

WAVIN LOVES PLUMBERS

I COULDN'T BELIEVE BUILDING YET ANOTHER FACTORY WOULD HELP US IMPROVE BUSINESS RESULTS. I WANTED TO EXPLORE MORE OPTIONS EVEN IF IT MEANT GOING AGAINST THE GRAIN.

Images

Richard van DeldenExecutive Director, SupplyChain & Operations

Wavin, a large manufacturer (b2b) of plastic pipes used mainly for drainage and water supply purposes, had a strong position for years in the Turkish market. In 2013 the company’s market share dropped, moving it out of the top 3. Wavin’s plastic pipes were perceived as commodities and competition was based only on price. The CEO asked: How can we regain our position as a well-known market leader?

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Images August 2013: Wavin wanted to become the leader in the Turkish market. The local management team took on the assignment to come up with a plan. A business plan.
Images September 2013: Wavin wanted to build a factory near Instanbul. The current factory in Andana was far away from Turkey’s most populated city, Istanbul. It was thought that a ...

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