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• REG NO BSME01173142
• SEC (D)
IKEA HISTORY
• In 1943, IKEA was founded by Ingvar Kamprad
• Based in Sweden
• World's largest furniture retailer
• World’s leading home furnishings retailer
• IKEA numbers 1,04,000 employees in 267
stores in 45 countries
CONT.….
• 1960 THE SWEDISH MARKET WAS SATURATED
• DECIDED TO SATURATED THE BUSINESS OUTSIDE THE SWEDEN
• IKEAS LOW RESPONSIVENESS TO LOCAL NEED STRATEGY SEEMS TO WORK WELL
IN EUROPE
• BUT IN 1985 IKEA ENTER THE US MARKET AND FACE SEVERAL PROBLEMS.
CUSTOMERS
• Market size
Cost Efficient
Low price
no compromise in quality
Good relationship with suppliers
Maintained long-term partnerships with its suppliers
Ensures that the company has access to high-quality materials at
reasonable prices
Marketing expertise
Market positioning statement is “Your partner in better living.
We do our part, you do yours. Together we save money.”
Market on its strengths – based on offering a wide range of well
designed, functional products at low prices
STRENGTHS
Brand Image
IKEA ranked 41st among the best global brands
around the world in 2006 with a brand value of
$8,763
strong internationally known brand attracting key
demographic customer groups
strong brands enhance customer loyalty and lead to
repeat purchases
Flat packing that helps in management
• Child Care
Supervised Playroom
Baby Care Room
Food Warming Facilities
Children’s Meals
• Design Advice
Office Planning
Kitchen Planning
Home FurnishingAdvice
• Store Atmosphere
Easily Located Products
Browse through showrooms and try out products
Delivery Services available or take home products immediately
OPPORTUNITIES
IKEA are moving from International to global status
through the development of Asia and Eastern
European models
Targets all levels of the market, upper, middle and
lower classes
Sourcing from China is one opportunity. Sourcing
from low cost countries like China would reduce its
costs and enable IKEA to concentrate on increasing
its market share
Bright prospect of online sales
• Benefits and Cost