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Analyse stratégique d'IKEA

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Analyse stratégique d'IKEA:
Histoire et chiffres clés de la marque
Zoom sur la france
Visions
VIP
FCS
DAS
PEST
PORTER
SWOT

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Analyse stratégique d'IKEA

  1. 1. IKEA
  2. 2. SAMMANFATTNIN / Sommaire.
  3. 3. FÖRETAGSPRESENTATION / Présentation de l’entreprise. HISTORIA OCH NYCKELTAL / Histoire et chiffres clés. FOKUS PÅ FRANKRIKE / Zoom sur la France. PROBLEM / Problématique. ANALYS AV STRATEGIN / Analyse de la stratégie. VISIONER / Visions. VIP / FCS / DAS. PESTEL. PORTER 5 MAKTEN / Les 5 forces de Porter. SWOT.
  4. 4. FÖRETAGSPRESENTATION / Présentation de l’entreprise.
  5. 5. HISTORIA OCH NYCKELTAL / Histoire et chiffres clés. 1954 1981 31,9M € de Chiffre d’affaires en 2015. 68% 18% 10% 5%
  6. 6. +11,2%de Chiffre d’affaires en 1 an. + 3,2M €
  7. 7. FOKUS PÅ FRANKRIKE / Zoom sur la France. 8% du CA Monde ( 2,5M €) 18,3% de PDM (+0,5%) 33 magasins répartis sur toute la France 6 millions de Français sont membres IKEA FAMILY 50 millions de visites en retail durant l’année fiscale 2015 140 millions de visites sur ikea.fr
  8. 8. PROBLEM / Problématique. Quelle a été la stratégie d’IKEA pour devenir le leader mondial sur le marché de l’ameublement ?
  9. 9. ANALYS AV STRATEGIN / Analyse de la stratégie.
  10. 10. VISIONER / Vision. « Améliorer le quotidien du plus grand nombre » Ingvar Kamprad Elmtaryd Agunnaryd
  11. 11. IMITATION VÄRDE SCOPE / Valeur Imitation Périmètre. Valeur : Magasin d’ameublement et d’équipement de la maison basé sur le kit. Imitation : Avantage car leader du marché, large offre à bas prix et libre service. Périmètre : En évolution, avec la création de nouveaux services.
  12. 12. VIKTIG FRAMGÅNGSFAKTOR / Facteurs Clés de Succès. Prix bas et relative qualité des produits. Meubles en kit et paquets plats. Magasin en libre service Son catalogue Diversification des services (Carte IKEA Family, restaurant…)
  13. 13. Mobilier Petit équipement Electro-ménager Décoration STRATEGISK VERKSAMHET / Domaines d’Activité Stratégique.
  14. 14. P E S T E L
  15. 15. POLITIQUE. Stabilité politique en France Présence du gouvernement de gauche Monnaie des points de vente : €uros
  16. 16. Économique. Évolution du marché de l’ameublement en France + 2,4% en 2015 Passage en 2014 d’une TVA de 19,6% à 20% et d’une TVA réduite de 7% à 10% Effet de l’éco-contribution mobilier Croissance économique stable : 0% après +0,7% au 1er trimestre Impossible de mener une OPA ou de détruire le groupe Non coté en bourse
  17. 17. Sociologique. SMIC de 9,67€/heure (contre 9,61€ en 2015) Intentions d’achats déclarées par les ménages sont en augmentation pour l’année 2016 : 5%
  18. 18. Technologique. Avancée majeure : les cartons plats et la vente de meubles en kit Invention de nouvelles machines et nouveaux procédés : lourds investissements en R&D
  19. 19. Écologique. 700.000 panneaux solaires Association avec l’UNICEF, Fondation l’Abbé Pierre Forte communication à travers diverses actions écologiques : aider à limiter la consommation d’énergie et d’eau, à mieux trier les déchets La stratégie de développement durable « People & Planet positive »
  20. 20. Légal. Mise en place de la charte IWAY : respect des conditions de travail pour les fournisseurs, droit des salariés, le droit d’association…
  21. 21. PORTER 5 MAKTEN / Les 5 forces de Porter. NOUVEAUX ENTRANTS - Difficile d’être à la hauteur d’Ikea - Apports financiers importants INTENSITE CONCURRENTIELLE - Forte concurrence (Alinéa, Conforama, But) POUVOIR NEGOCIATION DES FOURNISSEURS - Relation de partenariat : long terme - Chine 1er fournisseur, 18 % - Sélection des fournisseurs, 1300 PRODUIT DE SUBSTITUTION - Substitution difficile dans ce marché - Offre déjà très large POUVOIR DE NEGOCIATION DES CLIENTS - Changer d’enseigne : forte concurrence - Prix non négociables
  22. 22. SWOT. FORCES FAIBLESSES - Leader du marché de l’ameublement - Offre très large - Produits standards : réduit les coûts et économie d’échelle - Prix accessible à tout le monde - Collection prémium limitée - Culture d’entreprise unique / forte - Système de circulation en magasin original - Communication originale - Présentation d’ambiance : les clients se sentent comme chez eux - Contrôle totale de la chaîne de valeur - Qualité des produits moyenne - Aucun service de livraison et de montage - Accès limité au magasin (hors centre-ville) - Pas de présence en bourse - Retard dans le développement du multicanal OPPORTUNITES MENACES - Site marchand en évolution - Augmentation du « green movement » - Pays en développement - Absence de concurrence de dimension internationale - Concurrence importante - Hausse du « made in France » - Augmentation - Alinéa utilise le même système de circulation en magasin
  23. 23. TACK FÖR UPPMÄRKSAMHETEN Merci de votre attention.
  24. 24. KÄLLOR / Sources. http://www.ikea.com/ms/fr_FR/media/About_IKEA/ IKEA_Group_Yearly_Summary_FY15.pdf http://www.fnaem.fr/chiffres_cles.cfm http://www.ikea.com/ms/fr_CH/about_ikea/our_responsibility/iway/ index.html http://www.ikea.com/ms/fr_FR/media/About_IKEA/ IKEA_Group_Yearly_Summary_FY15.pdf

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