IKEA TOUR

Students Name and Number:

Miklos Petronia : 0906060

Anis_Timisela : 0922701
Yuxuan Li : 0924334
Matthijs de Haan : 0923979
Mustafa Kalin : 0924936
____________________ _________________________________
____________________ _________________________________
Date: 7/2/2017
Time (start): 17:00Time (finish) 21:30

IKEA TOUR Assignment

Part 1

1. Pretend that you want to buy the side table LACK or the desk MALM.
Choose one.
We chose the MALM desk.

2. Before you go to the IKEA shop, check online to see how many tables or desks
are in inventory for both IKEA Delft and IKEA Barendrecht. Take a screenshot
and use it in your report.
Delft: 30 pieces, Barendrecht: 21

3. While you visit the Ikea shop find your product and take a picture of it in the
showroom.
4. In addition take a picture of its label and the description.

5. Try to find your product of choice in the warehouse. Take a picture of the
product in the designated rack.

6. In addition make a selfie with your group in front of the location where the
product can be found.

7. Count the number of products that are available.

12

8. What is the total sales value of these products and what would you estimate is
the cost of goods sold (COGS)? 12*99.95 euro= 1.1995,40 euros
9. Make a flowchart of the following processes (check type of flowcharts online &
choose one)

a. Buying a LACK table (buying process)

Need Recognition
Delivery Process
Buy a LACK Table

Information Search
Buy it Online Or at Store

Evaluation of Alternative
Online
Aproved

Purchase
Fulfillment

Post Purchase behaviour

Goods Received

Invoice sent

Frustrated in receiving the MALM desk

b. Having a MALM desk delivered to your home (home delivery process)

Need Recognition Need Recognition

Table Table

order online Customer goes to the store

Payment Find path and number

Payment at the cashier

Order sent to Distribution Center

Put the products in the car

final Customer

Customer depart
 c. Returning a MALM desk to IKEA (returning process)

Goods ordered online: Order received?

Change of Mind on the Purchase
Change of Mind on the Purchase
Goods ordered online: Order received?

no yes
Store-purchased goods

return the items within 2 weeksafter

via the return form
2 weeks
within 365 days you can return and trade your product according to the terms and
no condition yes
Store-purchased goods
return to any IKEA retailer with original pack

Original Packaging and receipt?

receive originally paid transport costs of the returned artic

retur the items within 2 weeks

return via
to a
within 365 days you can return and trade no
your productyes
acording to the terms and condition
not able to return product

Return to any IKEA store

pay for sending the item back

receive a gift card o

Receive the purchased amount
Original Packaging and receipt?
receive originally paid transport costs of

not able to return product no yes

10. What kind of payment methods can you choose online/ in the shop/ retour
(return)?
In the shop: Vpay Maestro Visa Mastercard American Express Tegoed/kado
kaart Contant

11. In what way does flat packaging help IKEA sell goods?
Return to any IKEA store
Easy transportation, cheaper. Less hands did not build the full product, which means
pay forless
sending the item
cost , therefore customer will need to take the products themselves of the shelves. Thus
it will be cheaper.

Receive the purchased amount

 12. Give 3 examples (incl. pictures) in which IKEA asks for the opinion of
customers?

Client Contact, Tablet Ikea personnel, Service center

13. Give 3 examples that show IKEA is involved in the sustainability trend.
Not throwing products away/ Recycling/ plastic paper and the rest of waste would be
separated/ bathroom blower which means less paper would be used to dry your
hands
14. Do you think that intangible assets are important to IKEA and why?
Yes, they make the show room feel alive
15. In the restaurant; how does IKEA promote a healthy diet and how is this
communicated to its customer base?
They sell potato chips, mandatory to buy meals and a combination.

Part 2 - The company culture of IKEA

IKEA is very focused on building on their company-culture and you are invited to register/
make pictures of signs/ messages where this company culture becomes clear.

You need to gather at least 10 examples where you can see elements of the IKEA company-
culture. The table below will help you to carry out this task.

For each way of expressing the IKEA company culture you are asked to:
1. Make a picture.
2. Describe shortly what you have seen and describe in your own words what you think
is the message behind this expression.
3. Evaluate whether or not you find it an effective message/ expression.
 Items related to IKEAs
company culture
1 Humbleness and willpower
We respect each other, our
customers and our suppliers.
Using our willpower means
we get things done.
2 Cost-consciousness
Low prices are impossible
without low costs, so we
proudly achieve good results
with small resources.
3 Typically Swedish
Elements
1. Picture 2. What have you seen?
What is the message of
IKEA?
We have seen that the
employees of Ikea had
helped the customers with
their needs as you can see
on the picture.
Flat packaging makes the
costs lower for Ikea so they
can sell their product for
lower prices.
By putting a lot of information
on the tags they need less
people to work on the floor
and sell their products. Less
people means less costs
means they can sell their
products for a lower price
They have typical Swedish
dishes in their restaurant like
the salmon.
3. Your view?
We have seen that the
employees are
respectful to the
customers and they
were always was
eager to help to
satisfied their need
and that is a good
thing
It is a good decision to
lower the prices, easy
to do and apparently
customers dont mind
it so it works.
A clever way to reduce
cost and in result be
able to lower the price
of your products.
Typical Swedish
dishes like the salmon
and their meatballs are
things that give Ikea a
more Swedish feeling.
4 Daring to be different
We question old solutions
and, if we have a better idea,
we are willing to change.
5 Constant desire for
renewal
We know that adapting to
customer needs with
innovative solutions
contributes to a better
everyday life at home.
6 Diverse workplace where
you feel a sense of
belonging
Working at the IKEA Group
means that you are part of an
inspiring, fun, and fast-paced
environment and we value
working in a diverse and
inclusive environment. Here
you can always be yourself
in fact we actively encourage
it!
The overall evaluation of IKEAs company culture:
IKEA puts a lot of effort in maintaining and developing its company culture.
The main reasons to do this are:
A. To attract and retain (young)
talented people.
B. To support the development of an
international workforce which makes
it possible to:
- Grow fast and be profitable on a
worldwide scale.
- Become one of the most
sustainable companies in the world.
By not throwing away A smart way to not
products with a slight throw away products
malfunction and sell them for that are still able to be
a lower price, they dare to be used properly. By
different and it works out in doing this they
their favor. differentiate
themselves even more
from other furniture
stores.
A map of the Ikea on a big This is a modern and
computer screen where new way to change
people can choose specific and adapt to the
departments/products to see technology that is
where in the store they can available.
find it.
Ikea has men and women A diverse workplace
from different backgrounds where it doesnt matter
nationalities and color how you look like or
working at their locations. what race your from
and so on.
Is, in your view, the IKEA culture Do you have any suggestions to
effective in realizing this make these objectives (IKEAs
objective? company culture) more
effective?
In our experience we did not Show us an Idea what it is like to
feel attracted to work at Ikea. work inside the company and
But they attract customers show us how the teams work
rather than new employees. together in a cooperative,
harmonistic and enthusiastic
effort. Give a tour for people who
would like to work at Ikea to
know what it is like instead of
the kids tours.
Yes, Ikea is growing fast, Ikea In the suggestion of making
have store at 340 countries and more profit. The restaurants
they are a billion dollar menus should be customizable.
company.
By 2020 Ikea is aiming to be To be more sustainable is to use
more sustainable and right now less energy and keep on giving
they have started to do that by back to the community
using sustainable bags, they
dont use the paper towel
anymore, and recycling the
woods that are demaged