Value Proposition Driven By SDGS Research paper 2022

Running head: VALUE PROPOSITION DRIVEN BY SDGs
Report title: Value proposition driven by SDGs
Business name: Airbus
Unit number and name: MGMT20132 Innovation and Sustainable Business
Development
Assessment number:
Student’s name:
Student ID:

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VALUE PROPOSITION DRIVEN BY SDGs
Executive summary:
The following paper is an attempt to formulate a value proposition for an already established
business with reference to sustainable development goals. Industry innovation is driven by
the factors like SDGs and/or development of technology. This paper zeroes in on the
company “Airbus” and discusses the impact of sustainable development goals in its industry
innovation and implementing novel value proposition for the said organisation. The paper
will try to provide an account on the company overview following by the elucidation of the
concept of sustainable development goals. Further, it will try to identify the specific
sustainable development goals as associated with the industry innovation of Airbus and
critically analyse its impact in terms of customer segmentation, strategic fit, competitive
advantage and technical and financial viability. In conclusion, the discussion will try to
formulate a novel value proposition and evaluate it.

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VALUE PROPOSITION DRIVEN BY SDGs
Table of Contents
Introduction................................................................................................................................4
Airbus- An overview..................................................................................................................4
Sustainable Development Goals................................................................................................5
SDGs as the motivating factor in the organizational value........................................................7
Value Proposition for Airbus.....................................................................................................8
Background............................................................................................................................8
SDGs as the motivator of value proposition..........................................................................8
Value Proposition canvas.......................................................................................................9
Customer Profile................................................................................................................9
Tools and Techniques for Innovation..................................................................................10
Market Segmentation.......................................................................................................10
Creating Customer Persona..............................................................................................10
Quantifying the Value Proposition...................................................................................11
Charting Competitive Advantage.....................................................................................11
Determining the Customer’s Decision Making Unit (DMU)..........................................11
Setting up Pricing Framework.........................................................................................12
Designing a Business Model............................................................................................12
Developing a Product Plan...............................................................................................12
Conclusion................................................................................................................................12
References................................................................................................................................14
Appendix..................................................................................................................................16

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VALUE PROPOSITION DRIVEN BY SDGs
Tools and techniques............................................................................................................16
Mind Map.........................................................................................................................16
Business Model Canvas...................................................................................................16
Ideal Final Result.............................................................................................................17
Jobs to be done.................................................................................................................18
DMU Checklist................................................................................................................19
Weisboard’s Six-Box Model to determine competitive advantage..................................19
Phoenix Checklist.................................................................................................................20
“Generalizing the problem” technique.................................................................................20

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VALUE PROPOSITION DRIVEN BY SDGs
Introduction
Value proposition is an essential tool for a company or organization for gaining
competitive advantage. Value proposition is the assertion or declaration of a company in
terms of what unique feature they are offering to their customers. Value proposition indicates
their strength and uniqueness for which customers or market segment will choose the
company’s product or services. It portrays their terms of added benefit compared to the other
similar businesses, which will attract new customers to the business. (Payne, Frow & Eggert,
2017)
The following paper is an attempt to formulate a value proposition for an already
established business with reference to sustainable development goals. Industry innovation is
driven by the factors like SDGs and/or development of technology. This paper zeroes in on
the company “Airbus” and discusses the impact of sustainable development goals in its
industry innovation and implementing novel value proposition for the said organisation. The
paper will try to provide an account on the company overview following by the elucidation of
the concept of sustainable development goals. Further, it will try to identify the specific
sustainable development goals as associated with the industry innovation of Airbus and
critically analyse its impact in terms of customer segmentation, strategic fit, competitive
advantage and technical and financial viability. In conclusion, the discussion will try to
formulate a novel value proposition and evaluate it.
Airbus- An overview
Airbus is the second largest Aerospace and Defence Company as of 2018. Originated
in Netherlands, it has extended to Spain, Germany and France in trading share and

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VALUE PROPOSITION DRIVEN BY SDGs
consequently expanded into a global business, becoming a multinational organization. It
deals in civil and defence aircrafts and subsidiary design, parts and technology. (Airbus.com)
Airbus has its biggest manufacturing unit in Blagnac, France now. However, it also
has its manufacturing and production facilities in the United Kingdom, Spain, Germany and
China. Airbus is known to produce the first commercially viable digital fly-by-wire civil
airliner, the Airbus A320 as well as the world’s largest passenger airliner A380. It operates in
approximately in 180 locations and is connected with 12000 suppliers worldwide.
(Airbus.com)
Airbus has pledged to the “Fightpath 2050” the aviation industry initiative to comply
with the sustainable development goals as proposed by the United Nations General
Assembly. It has committed to work towards reducing noise, CO2 and NOx emission.
(Airbus.com)
Sustainable Development Goals
Sustainable Development Goals or SDGs are the United Nation’s call for action to
every organization and institution to ensure global prosperity, conservation of the
environment and natural resources. Also known as the global goals, SDGs are aimed at
ending poverty, world hunger and protecting flora and fauna along with enhancing the
standard of living in general (Brackley & York, 2019). The goals, as designed by the General
Assembly report are as following(UNDP, 2015):
GOAL 1: No Poverty
GOAL 2: Zero Hunger
GOAL 3: Good Health and Well-being
GOAL 4: Quality Education