Candy ikea f07

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Candy ikea f07

  1. 1. IKEA Presented by: Danny Reyes, Feifei Zhong , Candy Zhong, Michelle Chen.
  2. 2. Overview <ul><li>Introduction </li></ul><ul><li>History </li></ul><ul><li>Current Situation </li></ul><ul><li>SWOT Analysis </li></ul><ul><li>Global Challenges </li></ul><ul><li>Industry Analysis </li></ul><ul><li>Competitors </li></ul><ul><li>Recommendations </li></ul>
  3. 3. Introduction <ul><li>Founded: 1943 in Älmhult, Småland, Sweden </li></ul><ul><li>Headquarters: Leiden, The Netherlands </li></ul><ul><li>Industry: Retail (Specialty) </li></ul><ul><li>Products: self-assembly furniture </li></ul><ul><li>Revenue: $28.6B USD (FY 2007) </li></ul><ul><li>Employees: 104,000 (2006) </li></ul><ul><li>Website: www.ikea.com </li></ul>
  4. 4. Introduction <ul><li>Acronym- I ( I ngvar)-Founder’s first name </li></ul><ul><li>K ( K amprad)-Founder’s last name </li></ul><ul><li>E ( E lmtaryd)-Farm where he grew up </li></ul><ul><li>A ( A gunnaryd)-Home village </li></ul><ul><li>Logo- Blue & Yellow; </li></ul><ul><li>The colors of Swedish National Flag. </li></ul>
  5. 5. <ul><li>1943: </li></ul><ul><li>founded in Sweden by Ingvar Kamprad; </li></ul><ul><li>1951: </li></ul><ul><li>published the first IKEA furniture catalogue; </li></ul><ul><li>1955-1956: </li></ul><ul><li>designed own furniture </li></ul><ul><li>tested to use flat packages for shipping; </li></ul><ul><li>2001: </li></ul><ul><li>established IKEA Rail </li></ul>History
  6. 6. History: first store around the world <ul><li>1958: in Sweden </li></ul><ul><li>1963: in Norway </li></ul><ul><li>1969: in Denmark </li></ul><ul><li>1973: in Switzerland </li></ul><ul><li>1974: in Germany </li></ul><ul><li>1975: in Australia </li></ul><ul><li>1976: in Canada </li></ul><ul><li>1981: in France </li></ul><ul><li>1985: in USA </li></ul><ul><li>1987: in UK </li></ul><ul><li>1989: in Italy </li></ul><ul><li>1998: in China </li></ul><ul><li>2000: in Russia </li></ul>265 shopping centers 36 countries
  7. 7. History: important designs in the past 1963: Marian Grabinski designed MTP Bookcase. 1974: Olle Gjerloy Knudsen and Torben Lind designed SKOPA Chair.
  8. 8. History: important designs in the past 1985: Niels Gammelgaard designed MOMENT Sofa. 1994: KUBIST Storage Units appeared.
  9. 9. Current Profile <ul><li>Focus on kitchen and bedroom </li></ul><ul><li>“ Sleep Revolution” </li></ul><ul><li>High-quality, Lower-price products </li></ul>
  10. 10. <ul><li>Internet business </li></ul><ul><li>Environmental protection </li></ul>Future Profile
  11. 11. Mission statement <ul><li>“ The IKEA vision globally is to create a better everyday life for the many. </li></ul><ul><li>At IKEA Tempe we are dedicated to giving to the local community will being regarded by out customers and co-workers as a social responsible company&quot; </li></ul>
  12. 12. International business IKEA stores around the world : &quot;United States, Denmark, Germany, Spain, Israel, Saudi Arabia,&quot;
  13. 13. Production <ul><li>1)Long terms commitments with its suppliers </li></ul><ul><li>2)IKEA recycles its “five most waste materials” </li></ul>
  14. 14. Marketing <ul><li>“ Your partner in better living. We do our part, you do yours. Together we save money” </li></ul><ul><li>1)internet, radio, T.V., newspapers, magazines </li></ul><ul><li>2)catalog is the main marketing instrument </li></ul>
  15. 15. Marketing Sales by region Asia + Australia 3 % North America 16 % Europe 81 % Top 5 sales countries Germany 19 % USA 11 % United Kingdom 11 % France 9 % Sweden 8 %
  16. 16. Labor <ul><li>1)2006 IKEA had over 104,000 employees </li></ul><ul><li>2)many freedoms for its employees </li></ul><ul><li>3)two weeks of training </li></ul>
  17. 17. SWOT Analysis <ul><li>Strengths </li></ul><ul><li>1) Marketing strategy </li></ul><ul><li>2) Brand recognition </li></ul><ul><li>3) Financially </li></ul><ul><li>4) Low cost/ wide range of products </li></ul>
  18. 18. SWOT Analysis <ul><li>Weaknesses </li></ul><ul><li>1) No main competitors </li></ul><ul><li>Opportunities </li></ul><ul><li>1) Carpets </li></ul>
  19. 19. SWOT Analysis <ul><li>Threats </li></ul><ul><li>1) competitors </li></ul><ul><li>2) new fashions, fads, or cultures </li></ul><ul><li>3) recessions and declining economies </li></ul>
  20. 20. SWOT Analysis <ul><li>Threats </li></ul><ul><li>1) competitors </li></ul><ul><li>2) new fashions, fads, or cultures </li></ul><ul><li>3) recessions and declining economies </li></ul>
  21. 21. Global Challenges Other markets China: Price: low high Service: DIY have bulk products delivered and installed Design: fashion and short-term ; tend to be discarded durable and practical Transportation: congestion, chaos congestion, chaos Language: product name: cause original meaning distortion even lawsuit cause original meaning distortion even lawsuit
  22. 22. Global Challenges Europe United States products: short-term commodities have a habit to attach to old stuff, not change frequently Lifestyle: hang up (Italy) ; small dining table and sofa; subdued Scandinavian color (Sweden) folded; big dining table and sofa; bold color (California’s Hispanics) Transportation: congestion, chaos congestion, chaos
  23. 23. Industry Analysis <ul><li>Western furniture history </li></ul><ul><li>The classical world---practicability & durability </li></ul><ul><li>Ancient Greece, Roman, Turkey, Egypt </li></ul><ul><li>The dark ages--heavy, oak, ornamented with carved design </li></ul><ul><li>The Baroque and Rococo---the nineteenth century </li></ul><ul><li>the transitional furniture </li></ul><ul><li>Asian furniture history </li></ul><ul><li>China----carved wood and bamboo, heavy lacquers </li></ul><ul><li>Japan ----minimalist style, wood, high-quality craftsmanship </li></ul>
  24. 25. Industry Analysis <ul><li>Trends: </li></ul><ul><li>Color--bright color </li></ul><ul><li>Form --follow the nature </li></ul><ul><li>Materials--textured surfaces and transparent plastic </li></ul><ul><li>RTA--ready-to-assemble furniture </li></ul>
  25. 26. Industry Analysis <ul><li>Global issues </li></ul><ul><li>Global remaining forest </li></ul><ul><li>IKEA’s environment responsibility </li></ul><ul><li>“ IKEA does not accept timber, veneer, plywood or layer-glued wood from intact natural forests or from forests with a clearly defined high conservation value.” </li></ul>
  26. 27. Original intact forest extent Current forest cover Remaining frontier forest
  27. 28. Competitors <ul><li>Euromarket Designs Inc. </li></ul><ul><li>Galiform plc </li></ul><ul><li>Wal-Mart Stores, Inc. </li></ul>
  28. 29. Competitors (1) <ul><li>Euromarket Designs Inc. ( Crate & Barrel ) </li></ul><ul><li>Company type: Private </li></ul><ul><li>Founded: 1962 Chicago, Illinois, USA </li></ul><ul><li>Headquarters: Northbrook, Illinois, USA </li></ul><ul><li>Industry: Retail </li></ul><ul><li>Products: Housewares, Furniture </li></ul><ul><li>Sales (mil.):$ 401.3 (2007) </li></ul><ul><li>Employees: 6,000 (2007) </li></ul>
  29. 30. Competitors (1) <ul><li>Compare to IKEA: </li></ul><ul><li>by revenue and employee, far behind; </li></ul><ul><li>similar management style, marketing strategy, </li></ul><ul><li>stores, online sales, catalog </li></ul><ul><li>Characteristic: </li></ul><ul><li>two sister stores: CB2 is for young adults and the Land of Nod is for children. </li></ul>
  30. 31. Competitors (2) <ul><li>Galiform plc </li></ul><ul><li>Company type: Public </li></ul><ul><li>Founded: 1964: MFI 2006: Galiform plc </li></ul><ul><li>Headquarters: London </li></ul><ul><li>Industry: Furniture Trade </li></ul><ul><li>Products: Kitchens & Bedrooms; Doors & Joinery </li></ul><ul><li>2006 Sales (bil.): $2.5 </li></ul><ul><li>2006 Employees: 10,728 </li></ul>
  31. 32. Competitors (2) <ul><li>Compare to IKEA: </li></ul><ul><li>by revenue and employee, far behind; better than Crate & Barrel </li></ul><ul><li>focuses on kitchen and bedroom products </li></ul><ul><li>in the UK and France markets. </li></ul><ul><li>Characteristic: </li></ul><ul><li>Cuisine Stores </li></ul>
  32. 33. Competitors (3) <ul><li>Wal-Mart Stores, Inc. </li></ul><ul><li>Company Type: Discount department store/Public </li></ul><ul><li>Founded: 1962 </li></ul><ul><li>Headquarters: Bentonville, Arkansas, USA </li></ul><ul><li>Products: Discount stores, hypermarkets </li></ul><ul><li>Slogan: Save Money, Live Better. </li></ul><ul><li>2007 Sales (bil.): $348.6 </li></ul><ul><li>2007 Employees (mil): 1.9 </li></ul>
  33. 34. Competitors (3) <ul><li>Compare to IKEA: </li></ul><ul><li>by revenue and employee number, Wal-Mart, biggest public company; IKEA, private </li></ul><ul><li>extensive products, furniture is only a small portion </li></ul><ul><li>not a direct competitor </li></ul>
  34. 35. Short-term Recommendations <ul><li>Classify product standards </li></ul><ul><li>(2)Carpets </li></ul>
  35. 36. Long-term Recommendations <ul><li>Design a furniture layout simulation </li></ul><ul><li>in CD-ROM for each catalogue (need technology) </li></ul><ul><li>--three-dimensional(3D) </li></ul><ul><li>--pre-design at home </li></ul><ul><li>--save shopping time </li></ul>
  36. 37. <ul><li>Home </li></ul><ul><li>Is the most important </li></ul><ul><li>place in the world! </li></ul>www.ikea.com East, West, Home is the Best ! Danny Reyes Michelle Chen Candy Zhong Feifei Zhong Thank you 

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