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  1. 1. Presented by: Fenella AndradeMasters in European Studies and Management (MESM) 2010-2012Manipal Centre for European StudiesManipal University, Karnataka, India<br />
  2. 2. I (Ingvar ) Founders first name<br />K (Kamprad) Founders last name<br />E (Elmtaryd) Farm where he grew up<br />A (Agunnaryd) Home village<br />
  3. 3. The IKEA Vision<br />“The IKEA vision is to create a better everyday life for the many people. We make this possible by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”<br />
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  5. 5. IKEA History<br />In 1943, IKEA was founded by Ingvar Kamprad<br />Based in Sweden<br />Bright blue and yellow<br />Originally and Now IKEA <br />In 1951, the first IKEA furniture catalog was published<br />1955 IKEA begins designing its own furniture<br />1985 The first IKEA store opens in the USA<br />1993 IKEA reaches 114 stores <br />IKEA numbers 1,04,000 employees in 267 stores in 44 countries<br />
  6. 6. Marketing Strategy<br /> The IKEA vision is "To create a better everyday life for the many people.“<br />The IKEA business idea is "To offer a wide range of well designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”<br />The IKEA market positioning statement is "Your partner in better living. We do our part, you do yours. Together we save money."<br />
  7. 7. L<br />
  8. 8. Marketing Mix<br />Promotion<br /> THE IKEA CATALOGUE is the most important marketing channel. 2007’s catalogue was printed in 175 million copies in 55 editions and 27 languages<br /><ul><li>Other promotions include their seasonal sales, internet deals and television advertisements
  9. 9. IKEA Credit Card</li></ul>Price<br /> Low to moderate pricing depending on item<br /> Prices range from $9-$19.99 for simple lamps to over $4,000 for complete<br />
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  11. 11. Strengths of IKEA<br />Solutions for a sustainable life at home – online tips and ideas<br />Sustainable use of resources<br />Reducing carbon footprint<br />Developing social responisiblity<br />Open with all its stakeholders<br />Being sustainable is a central part of IKEA’s image<br />
  12. 12. Customer Service<br />Restaurant in store<br />IKEA exit bistro<br />Swede Shop<br />IKEA Restaurant<br />Child Care<br />Supervised Playroom<br />Baby Care Room<br />Food Warming Facilities<br />Children’s Meals<br />Design Advice<br />Office Planning<br />Kitchen Planning<br />Home Furnishing Advice<br />Store Atmosphere<br />Easily Located Products<br />Browse through showrooms and try out products<br />Delivery Services available or take home products immediately<br />
  13. 13. Ikea & the Environment<br />Use of wood-recyclable, biodegradable and renewable material <br />Select wood that is from verified, well-managed forests that have been certified <br />Free disposal of light bulbs<br />Minimize costs<br />Selecting the right environmental friendly products<br /> Use leftover material<br />Employees are “environmental co-ordinators” working to increase environmental awareness <br />
  14. 14. Conclusion<br />Well known brand with hunderds of stores across the world<br />To improve performance in future<br />They respond to both internal and external issues in a proactive and dynamic manner by using their strengths & reducing their weakness<br />IKEA’s passion includes design, low prices, economical use of resources and responsiblity for people & the environment<br />IKEA aims to go beyond profitablity and reputation<br />
  15. 15. References<br />http://www.ikea.com/ms/en_US/about_ikea/pdf/FF09_GB.pdf<br />http://www.ikea.com/ms/en_US/about_ikea/facts_and_figures/index.html#<br />http://en.wikipedia.org/wiki/IKEA<br />www.ikea.com<br />