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KatarzynaGawor

SoaHalsov

FriedemannPolzin

InternationalBusinessStrategy:IKEA

IKEAOverwiev
Globalbusinessstrategy
GenericStrategy Organizationalstructure Operationalstrategy CSR

RegionalStrategyinCEE
Swedwood Newmarketssourcingandcustomers

LocalstrategyinSlovakia
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IKEAhistoricbackground
IKEASvenskaAB(1943)IngvarKamprad EnteringtheScandinavianmarket(1963) ExpansionintoEuropeandfirststepsoverseas SwitzerlandandGermanyinthe1970s FalloftheIronCurtainfullentryintoCEE Swedwood EntrytotheBritishmarketaquisitionofHabitat FurtherexpansionChinaandRussia
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Facts&Figures
TheIKEAGroup: 253storesin24countries 41tradingserviceofficesin30countries 27 distribution centres and 11 customer distributioncentresin16countries
183storesinEurope(thelargestmarket) 46inNorthAmerica 11inRussia 10inChinaandJapan 3inAustralia
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Facts&Figures
Products: widerangeofproductsincludingapprox.9500 standarizedmodelsofflatpackfurnitureavialable inIKEAstoresallovertheworld Houses&flatsBoKlokinScandinavia &intheUK(since1996) FamilyMobileintheUK(since2008) Productnamesspecialnamingsystem developedbyIKEA
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Facts&Figures
Employees:
Coworkersbyregion
AsiaandAustralia:7.650 NorthAmerica:16.800 Europe:103.350

Coworkersbyfunction
Purchasing,distribution,wholesale:14.500 SwedwoodGroup17.100 Retail96.200
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Facts&figures
Sales

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Facts&Figures
Sales:

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Facts&Figures
Purchasing:

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Corporatestructure
StichtingINGKAFoundation INGKAHoldingB.V. TheIKEAGroup: ServicesB.V. IKEAServicesAB InterIKEAHoldingS.A. InterIKEASystemsB.V. IKEAstores
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Businessstrategy
Mission tocreateabettereverydaylife forthemanypeople Targetgroup younglowtomiddleincomefamily Organisationalstructure centralizedcontroloverfunctionalactivities+ lowcosts+enhencedquality frominternational suppliers
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Operatingstrategy
IKEA'ssuccessbasedontheidea ofkeepingcostbetweenmanufacturers andcustomersdown Innovativecostsaving inbothupstreamanddownstream R&DcentralizedinSweden

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Globalstrategy
Genericstrategies: costseeking diversification focusstrategy Modifiedvaluechain: cutcostsinbothupstreamanddownstream twoway value system between customers, suppliers,andIKEA'sheadquarters forwardintegrationSwedwood
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Marketing&Communication
HowdoesIKEAachieveit? Standarizedproducts selfassemblyflatpackfurniture Catalogue&aloyaltyprogram Goodservice: stores restaurants&foodminimarkets childrenplayareas Corporateculture
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IKEAsinternationalization
Expansionstrategy: Subsidiariesacommonway Franchising Strategicalliances

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Social&environmental responsibilityatIKEA
IWAY: internalpolicy externalapproachForestrypolicy Cooperationwithothercompanies,tradeunions andorganizations: UNICEFWWFSavetheChildren
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CentralandEasternEurope
Strategy
GenericStrategy Nexttargets

Markets
Distribution Sourcing
Swedwood

Critics
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CEEWhereisIKEA?
Openretailstores: CzechRepublic1991(4stores) Brno 1998 11,800 Ostrava 2001 17,000 Prague(CernyMost) 2004 23,500 Prague(Zlicin) 1996 22,700 Hungary1990(2stores) Budapest 1990 26,100 Budapest(Budars) 1999 Slovakia1995(1store) Bratislava 1995 21,500 Poland1991(7stores) Gdansk 1993 11,500 Katowice 2000 23,400 Krakow 1998 11,800 Poznan 1991 14,600 Warsaw(Janki) 1993 23,700 Warsaw(Targowek) 2001 23,100 Wroclaw 1996 12,600 Plansfor2009: Poland(1store) Lodz August200933,100

19,800

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CEE(Generic)Strategy
Costseekingpriceleadership Suppliers(Poland,SlovakiaSwedwood) Marketseeking PresentinthebiggestCities/Countries(firstin Poland1991) KnowledgeSeeking(ForestIndustry&Training serviceoffices)

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CEEPredictions
Prospects Newoutsourcingwaveduetofinancialcrises IncreaseefficiencyandcutcostsinCEE Ikeabuiltsubsidiaryaftersubsidiary

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CEEUkraine
NextTarget:Ukraine 10%increaseinGDP Warehousesarebuiltintheperipheryofthecities Problem:notallUkrainianshavecars Consumptionbehaviourisdifferent

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CEERomania
21032007officiallyinauguratedaunitintheBaneasa ShoppingCentre. MoaroTradingoperatestheIKEAfranchiseinRomania decisiontoenterRomaniawastriggeredbyeconomic growthratesoverpastfewyearsandrecentEU accession AlreadyasignificantamountofIKEAproductsare madeinRomania 20%lowerpricescomparedtoforeignsuppliers/ competitors
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CEEDistribution

KISSkeepitsmallandsimple DistributionWarehouseinWels(Austria)for CentralandEasternEurope

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CEESourcing
WithoutPolandIkeawouldbelost Oneofthemostimportantproductionlocations 600Millionturnover Ownproductionandover90suppliers 12%ofthewholeIKEAproduction

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Swedwood
BusinessAreaForest andSawmillsEast BusinessArea Componentsand FurnitureEast

Source:www.swedwood.com

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SwedwoodHistory
originallyformedasaresultofthepoliticalandeconomic upheavalthatchangedthefaceofEasternEurope IKEAcouldnotbesureitwouldbeabletocontinuegettingits importantshareoffurniturefromtheaffectedregion Tosafeguarditselfagainstthelossofvitalsuppliers,IKEA formedSwedwoodasasubsidiaryonApril1,1991 Initialtask:participate,whennecessary,intheprivatisationof IKEAsuppliers TodaySwedwoodhasevolvedintoanIKEAsupplierwith advancedproductionfacilitiesofitsown,mainlyinEastern Europe
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SwedwoodFigures
Steadygrowth 2000:Zbaszynekin Polandbuilt 2002:SawmillinRussia built
Source:www.swedwood.com

2005:newfactoryin Polandbuilt

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CEECritics
IKEAhassocialandecologicalimage SurveybyDutchLabourUnions(2003) Investigateinworkingconditionsandworking relationsinIKEAsuppliers SurveytookplaceoutsideoftheCompanysphere Controloffacilities BreachofIKEABehaviourCodex: nofreesalarynegotiationsverylowsalaries Insufficientexternalcontrol
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IKEAinSlovakia
twomainreasons: 1.qualifiedlaborforce 2.material(wood)ingoodqualityandquantity bigchallengeandadvantageforbiggerfurnitureproducers inSlovakia threatforsmallerproducers newviewonasystemoflivingasawholenotjusta separatedunitsofthefurniture IKEAforceanotherproducersonSlovakiatocuttheircosts andimproveeffectiveness
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IKEAinSlovakiaFigures
Inthefinancialyear2008: Salesvolumeroseby16% Turnover2,1milliardsSKK Visitors2,3millions

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IKEAinSlovakiaSuppliers
SuppliersinSlovakia: CoveredbyIkeaGroup:Swedwood(Trnava,ZvanPoruba, MalackyII)andIkeacomponents(Majcichov,MalackyI) Slovakcompanies:EkotechFiakovo,LenosLevice,Sanas Sabinov InternationalcompanieswithproductioninSlovakia:Lind Mobler(Krupina)

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IKEAinSlovakiaCompetitors
KIKA Mbelix NbytokGalan Askonbytok partiallyalsoHornbachandBaumax

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IKEAinSlovakiaAdvantages
Abilitytocutcostandhavelowerprices Goodposition Specialopeninghours AvionShoppingParkfrom2002 FastgrowthoftheSlovakmarket

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TheFinalSlide

Thankyouforyourattention!

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Resources
SeminarPaperInternationalBusinessStrategybyKatarzynaGawor, SonaHalasovaandFriedemannPolzin

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Licence
Copyright2008,FriedemannPolzin,KatarzynaGaworandSonaHalasova thecontentsofthisdocumentationmaybeusedunderthetermsofeithertheGNUFree DocumentationLicense1.2orthePublicDocumentationLicense. GNUFreeDocumentationLicenseNotice Copyright2008,FriedemannPolzin,KatarzynaGaworandSonaHalasova Permissionisgrantedtocopy,distributeand/ormodifythisdocumentunderthetermsoftheGNU FreeDocumentationLicense,Version1.2oranylaterversionpublishedbytheFreeSoftware Foundation;withnoInvariantSections,noFrontCoverTexts,andnoBackCoverTexts. Acopyofthelicensecanbefoundathttp://www.gnu.org/licenses/fdl.txt. PublicDocumentationLicenseNotice ThecontentsofthisDocumentationaresubjecttothePublicDocumentationLicenseVersion1.0(the "License");youmayonlyusethisDocumentationifyoucomplywiththetermsofthisLicense.Acopy oftheLicensecanbefoundathttp://www.openoffice.org/licenses/PDL.html. TheOriginalDocumentationis"InternationalBusinessStrategyIKEA". TheInitialWritersoftheOriginalDocumentationareFriedemannPolzin,KatarzynaGaworandSona Halasova, Copyright2008.AllRightsReserved. InitialWritercontact(s):friedemann@fhj.de Contributorsare:

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