Etude sur Ikea et sa stratégie à l'international


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Etude sur Ikea et sa stratégie à l'international

  1. 1. Economical factors Created in 1943 by Ingvar Kamprad Turn over : 21,5 billion €uros (+1,4% in 2008) 16,3% market share in France Staff : 128.000 persons 267 stores in 25 countries Visitors in stores: 590 millions 561 millions/year visitors on the website
  2. 2. Graphs
  4. 4. Economical factors Better purchasing power of emerging countries Pricing different according to the country Low price strategy in general
  5. 5. Technological & Legal Technological factors Creation and innovation of new products Better stock management Legal factors Strengthening of international importation regulation Norms
  6. 6. Environmental & Social Environmental factors Create products with a minimum of impact on the environment IWAY Partnerships with many environmental organisations Social factors Decent work condition to its suppliers IWAY Partneships with many social organisations
  7. 7. Structure & Organisation IKEA
  8. 8. Structure and organization IKEA In charge of the development of the assortment of IKEA (10000 products) IKEA has 43 offices of purchase distributed in 33 countries Suppliers distribute in 55 countries
  9. 9. Structure and organization Swedwood The industrial group of IKEA is specialized in the production of furniture and wooden components 32 factories in 9 countries Swedwood is specialized first and foremost in the sectors where IKEA has difficulties The IKEA’s Group is supported by 9 departments
  10. 10. The watchword at IKEA Decentralization To have economies of scale To maintain low prices But certain fields of expertise keys are centralized (IKEA IT, IKEA Food Services…)
  11. 11. Almost 300 stores in more than 35 countries
  12. 12. The concept ? « IKEA offers a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible can afford them » IKEA corporate web page Standardised approach To keep the prices low and attractive To create one single image everywhere The target group ? « Many people »
  13. 13. 6 marketing aspects OF IKEA STRATEGY
  14. 14. (1) PRODUCT RANGE Supposed to be the same everywhere 10 000 Items Very small adaptations The Swedish product names are also used in store and in the catalogue
  15. 15. (2) THE STORE Store format standardised with 3 different sizes Two levels Same layout everywhere : signage, displays, design and colors Goal the same shopping experience
  16. 16. (3) CATALOGUE 70% of the annual marketing budget 17 languages 22 countries Standardised layout
  17. 17. (4) PRICES To deliver high value at low price The price is relative and compared to the marketing in each country. Results ? Different prices on the same product in different countries
  18. 18. (5) IKEA Family Loyalty program including a magazine, special assortement of products in store The content is different between countries and the most of this promotion doesn’t exist
  19. 19. (6) ADVERTISING Responsability of the local store manager New York, USA Copenhague, Danemark The strategic work with the press differs between countries
  20. 20. Standardised approach to the world (6) Advertising (5) IKEA Family Local (4) Prices (3) The catalogue (2) The Store Global (1) Products and products range
  21. 21. Standardised approach to the world High-level of standardisation with some adjustments
  22. 22. Adaptation or Standardisation ? CHINA EXAMPLE
  23. 23. CHINA IKEA “IKEA” is a well-known brand. Chinese buy less when they visit. They visit more often than everywhere : 33 per cent come every month. The food has been changed : a wok, and a lid added with a special set of teacups. New specific model of sets and special balcony because many Chinese live in flats. The image of IKEA is not low prices, in China it is the opposite : western retailer and the store is for higher-middle class. Chinese IKEA store are sourced in China to reduce costs. Store are close to midtown. Home delivery service is common in China and often used. Chinese standards. Focused on culture-specific aspects.
  24. 24. CHINA IKEA
  25. 25. Comparing IKEA China to IKEA elsewhere ?
  26. 26. Websites from all over the world France Switzerland Italy
  27. 27. Websites from all over the world China USA
  28. 28. Establishment
  29. 29. There are limits to how far a business can go in standardisation
  30. 30. High level of strandardisation is possible on markets similar to the domestic. With different conditions, standardised concepts must be changed in order to be attractive.
  31. 31. IN CONCLUSION ? IKEA Concept is a standardised one but the strategies and the marketing activities to realise the standardised concept may have to be adjusted to local marketing conditions.