ikea presentation (From Ikea annual report)

1. IKEA

2. Contents
0 1 INTRODUCTION
01. Basic Concept of Global Strategy
01. KEY 1 : CASH and CARRY
01. About Furniture Industry
02. OVERVIEW of IKEA group
0 2 Ikea’s General Stratey
02. Foreign Entrance Strategy
03. Global Organization Strategy
04. Global Production Strategy
05. Global Marketing Strategy
0 3 Ikea’s KEY Strategy
02. KEY 2 : Choice Architecture
03. KEY 3 : Changing-Room-Generation
0 4 View Point
01. About 한샘
02. Implication from IKEA
06. Global Human Resource Strategy

3. 01. About Furniture Industry
02. General OVERVIEW of IKEA group
Introduction
0 1

4. 01. About Furniture Industry
Introduction0 1

5. About Furniture Industry
0 1 INTRODUCTION
FURNITURE INDUSTRY
Understanding of Furniture Industry
About Furniture Industry: Understanding l Current State (Global) l Current State (Local)
국내 가구 산업
전형적인 내수산업
→ 한국인의 장인 정신과 손기술에 의한 발전
→ 고용창출에 크게 기여
→ 영세업체위주의 내수산업 중심
국내 가구 산업의 위기
1. 2004년 수입관세철폐
→ 무차별한 중국, 동남아 저가 가구 수입 급증
2. 가구 원부자재에 관세가 붙는 역관세 구조
→ 가격경쟁력에 어려움
3. 장기간의 주택건설 침체
→ 국내제조기반의 와해
DOMESTIC
FURNITURE
INDUSTRY
FURNITURE
INDUSTRY
CLASSIFICATION

6. About Furniture Industry
0 1 INTRODUCTION
FURNITURE INDUSTRY
Understanding of Furniture Industry
32 가구 제조업 47 소매업 / 46 도매업
320 가구 제조업 47 소매업, 자동차 제외
3201 침대 및 내장가구 제조업 475 기타가정용품 소매업
32011 운송장비용 의자 제조업 47520 가구 소매업
32012 매트리스 및 침대 제조업
32019 소파 및 기타 내장가구 제조업 4786 중고상품소매업
3202 목재가구 제조업 47861 중고가구소매업
32021 주방용 및 음식점용 목재가구 제조업
32022 나전칠기가구 제조업 46 도매 및 상품 중개업
32029 기타 목재자구 제조업 46431 가정용 가구 도매업
3209 기타 가구 제조업 465 기계장비 및 관련물품 도매업
32091 금속 가구 제조업 46591 사무용 가구 및 기기도매업
32099 그 외 기타가구 제조업
한국 표준 사업분류에 의한 가구산업분류
DOMESTIC
FURNITURE
INDUSTRY
FURNITURE
INDUSTRY
CLASSIFICATION
About Furniture Industry: Understanding l Current State (Global) l Current State (Local)

7. 0 1 INTRODUCTION
FURNITURE INDUSTRY
Current State of Furniture Industry
WTO [International Trade Statistics(2013), 금액단위 : 백만불]
세계 주요국 가구산업 현황
세계 가구 시장 : 약 2,200억 달러(약 240조원)로 추산
세게 가구 교역 지속적 증가 : 약 2,105억 달러
→ 중국의 가구수출의 비중 (23.4%)
국가 2008 2009 2010 2011 2012
중국 27,237
(15.3)
25,609
(17.5)
33,322
(19.9)
38,352
(20.1)
49,363
(23.4)
미국 6,489
(3.6)
4,981
(3.4)
6,081
(3,6)
6,643
(3.5)
7,432
(3.5)
이탈리아 13,791
(7.0)
10,264
(7.0)
10,363
(6.3)
11,297
(5.9)
10,562
(5.0)
독일 12,449
(1.4)
10,352
(7.1)
10,792
(6.4)
13,009
(6.8)
12,104
(5.7)
스웨덴 2,472
(1.4)
1,961
(1.3)
2,111
(1.3)
2,420
(1.3)
2,270
(1.1)
세게가구교역
(수출)
177,863
(100)
146,309
(100)
167,410
(100)
191,137
(100)
210,554
(100)
세계 주요국 가구수출 현황
About Furniture Industry: Understanding l Current State (Global) l Current State (Local)
About Furniture Industry
GLOBAL
CURRENT
STATE
DOMESTIC
CURRENT
STATE

8. 0 1 INTRODUCTION
세계 주요국 가구산업 현황
세계 가구 시장 : 약 2,200억 달러(약 240조원)로 추산
세게 가구 교역 지속적 증가 : 약 2,105억 달러
→ 중국의 가구수출의 비중 (23.4%)
WTO [International Trade Statistics(2013), 금액단위 : 백만불]
세계 주요국 가구수출 현황
About Furniture Industry
FURNITURE INDUSTRY
Current State of Furniture Industry
About Furniture Industry: Understanding l Current State (Global) l Current State (Local)
GLOBAL
CURRENT
STATE
DOMESTIC
CURRENT
STATE

9. 0 1 INTRODUCTION
GLOBAL
CURRENT
STATE
DOMESTIC
CURRENT
STATE
About Furniture Industry
FURNITURE INDUSTRY
Current State of Furniture Industry
가구산업의 개요
생산업체 수 : 1만여 개 (10인 이상 1,289개)
종 업 원 수 : 6만여 명 (10인 이상 기업 35,214명)
판매업체 수 : 1만6천여 개
종 사 자 수 : 5만여 명
시 장 규 모 : 약 10조원 (2011년 기준, 순수 가구제조업 4조 9260억)
About Furniture Industry: Understanding l Current State (Global) l Current State (Local)
2005 2006 2007 2008 2009 2010 2011 연평균
증가율
사업체수(개) 1,231 1,321 1,441 1,307 1,256 1,289 1,254 0.2%
종업원수(명) 32,425 34,848 35,878 34,782 33,274 35,214 34,683 0.7%
생산액(10억원) 6,398.2 7,347.8 7,900.2 8,003.9 8,718.4 9,378.9 10,333.7 6.2%
부가가치(10억원) 2,256.4 2,541.5 2,679.7 2,742.4 2,974.3 2,955.1 3,109.8 3.8%
수출액(백만 달러) 424.7 587.3 619.7 577.7 517.6 676.0 885.2 10.8%
광공업통계조사보고서(2012), KOTIS

10. 0 1 INTRODUCTION
About Furniture Industry
FURNITURE INDUSTRY
Current State of Furniture Industry
About Furniture Industry: Understanding l Current State (Global) l Current State (Local)
국내 가구 산업
전통적인 내수 중심의 노동집약적 산업
→ 고용창출에 크게 기여
국내 가구시장의 규모는 증가, 기술경쟁력은 약화
→ 중국, 베트남 등의 저가 품목 수입의존도 증가
→ 이탈리아, 독일 등의 고가 품목 수입의존도 증가
GLOBAL
CURRENT
STATE
DOMESTIC
CURRENT
STATE

11. 0 1 INTRODUCTION
About Furniture Industry
FURNITURE INDUSTRY
Current State of Furniture Industry
About Furniture Industry: Understanding l Current State (Global) l Current State (Local)
국내 가구 산업
전통적인 내수 중심의 노동집약적 산업
→ 고용창출에 크게 기여
국내 가구시장의 규모는 증가, 기술경쟁력은 약화
→ 중국, 베트남 등의 저가 품목 수입의존도 증가
→ 이탈리아, 독일 등의 고가 품목 수입의존도 증가
가구제조업이 소규모 기업 형태로 구성
→ 10인 미만 업체 비중 86.9%
마케팅, 제품 개발력에 있어서 중소기업의 경쟁력 약화
→ 우리나라 가구산업, 한계산업으로 일컬어짐
구분
업체수
전체(a) 10인미만(b) 비율(b/a)
제조업 전체
전국
320,053 261,194 81.6%
가구 제조업 10,059 8,742 86.9%
광공업통계조사보고서(2012), KOTIS
GLOBAL
CURRENT
STATE
DOMESTIC
CURRENT
STATE

12. 02. General Overview of IKEA group
Introduction0 1

13. 0 1 INTRODUCTION
IKEA’s Vision idea
“To create a better everyday life for the many people”
IKEA’s Business idea
“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”
BUSINESS CONCEPT
Vision and Business idea
General OVERVIEW of IKEA : Business Concept l Sustainable Growth l Key Figure l Organization
General OVERVIEW of IKEA group

14. 0 1 INTRODUCTION
SUSTAINABLE GROWTH
Investing for the FUTURE
General OVERVIEW of IKEA group
3
GROWTH
AREAS
Quality products at low prices
To reach many people, our
products must be of good quality
and affordable. We design with
our customers’ needs in mind
People & Planet Positive
We are working towards having
an overall positive impact on
both people and the planet while
we continue to grow.
When people grow,
IKEA grows too
Our co-workers are essential for
our continued growth. We see
every person as a talent with the
possibility to develop.
We earn our money before we spend it.
This makes it possible for us to make long-term investments for the future.
General OVERVIEW of IKEA : Business Concept l Sustainable Growth l Key Figure l Organization

15. General OVERVIEW of IKEA group
0 1 INTRODUCTION
General OVERVIEW of IKEA : Business Concept l Sustainable Growth l Key Figure l Organization
KEY FIGURE
IKEA group at a glance
Total sales EUR 28.7 billion
Stores 315 in 27 countries
Products About 9,500 in the range
Co-workers 135,000*
Suppliers 1,046 home furnishing suppliers in 52 countries*
Store visits 716 million
Web visits more than 1.5 billion
Catalogues 212 million printed in 29 languages*
IKEA Food EUR 1.4 billion yearly turnover*
Production Approximately 60% of our production is in Europe
North America 51 stores Europe 222 stores
Russia 14 stores
Asia 23 stores
Australia 5 stores

16. General OVERVIEW of IKEA group
0 1 INTRODUCTION
General OVERVIEW of IKEA : Business Concept l Sustainable Growth l Key Figure l Organization
GERMANY
USA
FRANCE
RUSSIA
SWEDEN
CHINA
POLAND
ITALY
SWEDEN
LITHUANIA
EUROPE
NORTH AMERICA
ASIA and AUSTRAILIA
RUSSIA
EUROPE
ASIA and AUSTRAILIA
NORTH AMERICA
RUSSIA
SOUTH AMERICA
14%
12%
9%
7%
5%
23%
18%
8%
6%
4%
69%
16%
8%
7%
60%
33%
3%
3%
1%
TOP 5 SELLING
COUNTRIES
TOP 5 PURCHASING
COUNTRIES
SALES PER
REGION
PURCHASING PER
REGION

17. General OVERVIEW of IKEA group
0 1 INTRODUCTION
General OVERVIEW of IKEA : Business Concept l Sustainable Growth l Key Figure l Organization
KEY FIGURE
IKEA group at a glance
(In millions of Euros) 2013 2012
Revenue 28,506 27,628
Cost of sales 15,786 15,723
Gross profit 12,720 11,905
Operating Cost 8,709 8,423
Operating Income 4,011 3,482
Total financial income and expense 81 427
Income before minority interests and taxes 4,092 3,909
Tax 775 695
Income before minority interests 3,317 3,214
Minority interests -15 -12
Net income 3,302 3,202
11.4
12.9
15
17.5
20
21.5
21.8
23.5
25.2
27.6
28.5
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
TOTAL REVENUE IN BILLIONS OF
EUROS 2003-2013
CONSOLIDATED INCOME STATEMENT
SEP 1, 2012 – AUG 31, 2013

18. General OVERVIEW of IKEA group
0 1 INTRODUCTION
General OVERVIEW of IKEA : Business Concept l Sustainable Growth l Key Figure l Organization
KEY FIGURE
IKEA group at a glance
(In millions of Euros) 2013 2012
Property, plant and
equipment
17,036 17,264
Other fixed assets 2,493 2,672
Total fixed assets 19.529 19,936
Inventory 4,257 4,664
Receivables 2,193 2,270
Cash and securities 16,000 17,878
Totlal current assets 22,450 24,812
Total assets 41,979 44,748
CONSOLIDATED BALANCE SHEET
EQUITY AND LIABILITIES
CONSOLIDATED BALANCE SHEET
ASSETS
(In millions of Euros) 2013 2012
Group Equity 29,202 29,072
Long-term liabilities 1,898 2,523
Other non- current
liabilities
1,567 1,625
Total non-current
liabilities
3,465 4,418
Short-term liabilities 4,763 6,814
Other payables 4,549 4,714
Totlal current
liabilities
9,312 11,528
Total eqiuity and
liabilities
41,979 44,748
41%
38%
10%
6%
5%
2013 - TOTAL ASSETS
€41,979 million
Property, plant and equipment
Cash and Securities
Inventory
Other fixed assets
Receivables
70%
11%
11%
4%4%
2013 - TOTAL EQUITY AND
LIABILITIES €41,979 million
Group equity
Short-term liablities
Other payables
Long-term liabilities
Other non-current liabilities

19. 0 1 INTRODUCTION
General OVERVIEW of IKEA : Business Concept l Sustainable Growth l Key Figure l Organization
General OVERVIEW of IKEA group
ORGANIZATION
The IKEA group of companies
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20. 0 1 INTRODUCTION
General OVERVIEW of IKEA : Business Concept l Sustainable Growth l Key Figure l Organization
General OVERVIEW of IKEA group
ORGANIZATION
The IKEA group of companies
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Stichting INGKA Foundation, in the Netherlands,
is our owner,
its funds can only be used in two ways:
(1)reinvested in the IKEA Group or
(2)donated for charitable purposes through the
Stichting IKEA Foundation.

21. 0 1 INTRODUCTION
General OVERVIEW of IKEA : Business Concept l Sustainable Growth l Key Figure l Organization
General OVERVIEW of IKEA group
ORGANIZATION
The IKEA group of companies
The IKEA Group of companies
(INGKA Holding B.V. and its controlled entities)
has an ownership structure
that ensures independence and a long-term approach

22. 01. Basic Concept of Global Strategy
02. Foreign Entrance Strategy
03. Global Organization Strategy
04. Global Production Strategy
05. Global Marketing Strategy
06. Global Human Resource Strategy
IKEA’s General Strategy
0 2

23. 01. Basic Concept of Global Strategy
IKEA’s General Strategy0 2

24. 0 2 IKEA’s General strategy
BASIC CONCEPT
Glocal Strategy
IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource
BASIC
CONCEPT
LOCALIZATION
STRATEGY
GLOBAL
STRATEGY
Basic Concept of Global Strategy
1. 유럽 :
동일시장 분류
2. 북미, 아시아 :
기본제품 + 지역적수요 수용

25. 0 2 IKEA’s General strategy
BASIC
CONCEPT
LOCALIZATION
STRATEGY
기본적으로 글로벌 전략 추구
공통된 요구
과장없이 단순하고 실용적이며
저렴하고 질좋은 가구
규모의 경제, 제품의 질 향상,
글로벌 제품으로서 소비자 선호도
GLOBAL
STRATEGY
Basic Concept of Global Strategy
IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource
BASIC CONCEPT
Glocal Strategy

26. 0 2 IKEA’s General strategy
BASIC
CONCEPT
LOCALIZATION
STRATEGY
GLOBAL
STRATEGY
Basic Concept of Global Strategy
IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource
적은 범위 내에서 현지화 추구
원가를 훼손하지 않는 범위내
신체조건, 가구에 대한 인식
차이 등 국가별로 차별화된 요구에 대응
북미 - 큰 사이즈의 제품
중국 - 중산층 겨냥
일본 - 배달과 조립서비스
BASIC CONCEPT
Glocal Strategy

27. 02. Foreign Entrance Strategy
IKEA’s General Strategy0 2

28. 0 2 IKEA’s General strategy
ENTRANCE STRATEGY
Franchising, Subcontracting
Foreign Entrance Strategy
BASIC
CONCEPT
국제계약생산
STRATEGY
프랜차이즈와 국제 계약 생산을 활용한 계약을 통한
해외 진입FRANCISE
STRATEGY
IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource

29. 0 2 IKEA’s General strategy
BASIC
CONCEPT
국제계약생산
STRATEGY
FRANCISE
STRATEGY
Foreign Entrance Strategy
IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource
프랜차이즈
초기
단독투자/신규설립
83년 이후
프랜차이즈로 전환
Inter IKEA systems
IKEA 프렌차이즈와 트레이드마크 관리
직접 프랜차이즈 - 317개 프랜차이지
간접 프랜차이즈 - 46개 프랜차이지
ENTRANCE STRATEGY
Franchising, Subcontracting

30. 0 2 IKEA’s General strategy
BASIC
CONCEPT
국제계약생산
STRATEGY
FRANCISE
STRATEGY
Foreign Entrance Strategy
IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource
ENTRANCE STRATEGY
Franchising, Subcontracting

31. 0 2 IKEA’s General strategy
BASIC
CONCEPT
국제계약생산
STRATEGY
FRANCISE
STRATEGY
Foreign Entrance Strategy
IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource
국제 계약생산
원가절감과 유연성 증가를 위한 국제 계약생산
방식
2013년 기준 52개국 1,046개 공급업자
ENTRANCE STRATEGY
Franchising, Subcontracting

32. 03. Global Organization Strategy
IKEA’s General Strategy0 2

33. 0 2 IKEA’s General strategy
ORGANIZATION STRATEGY
국제 기능별 조직
Global Organization Strategy
BASIC
CONCEPT
IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource
일반적인 글로벌 조직구조를 적용하기 곤란
프랜차이즈를 통한 해외 진출
다양한 이유(절세, 지속성 문제 등)
기능별로 약 180여개의 자회사들을 설립

34. 04. Global Production Strategy
IKEA’s General Strategy0 2

35. 0 2 IKEA’s General strategy
PRODUCTION STRATEGY
Subcontract, Internalization
Global Production Strategy
BASIC
CONCEPT
INTERNAL
SUPPLIER
EXTERNAL
SUPPLIER
IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource
주로 계약 생산방식을 통해 외부에서 가구를 공급받고 있으나,
유연성 제고를 위해 Swedwood를 인수하여 일정부분 내부화

36. 0 2 IKEA’s General strategy
BASIC
CONCEPT
INTERNAL
SUPPLIER
EXTERNAL
SUPPLIER
Global Production Strategy
IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource
External supplier
가장 저렴한 외부 공급업체 선정
52개국 1046개 공급업체
가구를 한번도 생산해 보지 못한 기업이더라도
장기 계약
공급의 안정성
공급업체와 신뢰 구축
사회주의 붕괴로 인한 비용 증가분의 40%부담
PRODUCTION STRATEGY
Subcontract, Internalization

37. 0 2 IKEA’s General strategy
BASIC
CONCEPT
INTERNAL
SUPPLIER
EXTERNAL
SUPPLIER
Global Production Strategy
IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource
PRODUCTION STRATEGY
Subcontract, Internalization
Internal supplier
Swedwood
91년 스웨덴 목재 가공 기업 Swedwood를 인수
석유파동, 사회주의 체제의 붕괴
제품 공급의 유연성 증가를 위해 가구공급의 내부화 필요성
JIT시스템 도입, 갑작스런 수요 변화에 대응

38. 05. Global Marketing Strategy
IKEA’s General Strategy0 2

39. 0 2 IKEA’s General strategy
MARKETING STRATEGY
Global Marketing
Global Marketing Strategy
PRODUCT
BRAND
IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource
부분적 현지 적응 전략
대체로 표준화된 제품
적은 범위 내에서 국가별 선호 특성을 고려
(ex – 큰 침대, 푹신한 소파, 젓가락,웍 등)

40. 0 2 IKEA’s General strategy
PRODUCT
BRAND
Global Marketing Strategy
IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource
글로벌 통합 브랜드 전략
저원가
스웨덴의 국가 이미지
스칸디나비안 디자인
다만, 중국의 경우 중국어로 표시된 브랜드를 선호하여
이지아로 진출
MARKETING STRATEGY
Global Marketing

41. 0 2 IKEA’s General strategy
PROMOTION
전반적으로 카탈로그를 활용한 글로벌 표준화된 광고
진출 초창기에는 인식을 바꾸기 위한 현지 적응 광고GLOBAL
LOCAL
Global Marketing Strategy
IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource
MARKETING STRATEGY
Global Marketing

42. 0 2 IKEA’s General strategy
PROMOTION
GLOBAL
LOCAL
Global Marketing Strategy
IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource
카탈로그 활용
가장 중요한 마케팅 수단
성경 다음으로 많이 읽히는 이케아 카탈로그
(2013년 기준 2억 2천만부 이상)
MARKETING STRATEGY
Global Marketing
“비는 당신이 포근하고
뽀송뽀송한 곳에 있다면 아
주 아름다울 수 있습니다.”
“삶은 행복한 집 안에 있을
때 아름답습니다.”

43. 0 2 IKEA’s General strategy
PROMOTION
GLOBAL
LOCAL
Global Marketing Strategy
IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource
현지화된 광고
새로운 라이프 스타일
가구를 소비재로
거부감을 느끼는 나라의 경우 현지 적응 광고
MARKETING STRATEGY
Global Marketing

44. 0 2 IKEA’s General strategy
PRICE
Global Marketing Strategy
IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource
현지 적응 전략
가구 시장의 경쟁 상태에 따른
ex - 미국 : 월마트, 홈디포
낮은 가격
스웨덴의 경제학자 가브리엘 툴린
: 나라별 가구 시장의 경쟁 정도를 알아내는 지표로 활용
MARKETING STRATEGY
Global Marketing

45. 0 2 IKEA’s General strategy
PRICE
Global Marketing Strategy
IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource
MARKETING STRATEGY
Global Marketing
가격 차별 논란

46. 0 2 IKEA’s General strategy
PRICE
Global Marketing Strategy
IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource
Marketing Strategy
Global Marketing
가격 차별 논란
이케아 전체 시장 중 가장 비싼 가격이 책정된 호주와 비교
AUD $1 ≒ KRW 950

47. 0 2 IKEA’s General strategy
PRICE
Global Marketing Strategy
IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource
MARKETING STRATEGY
Global Marketing
가격 차별 논란
2,600원 하락
기존의 수입업체들을 기준으로 가격 선정 예상

48. 0 2 IKEA’s General strategy
PLACE
Global Marketing Strategy
IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource
글로벌 표준화된 유통 전략
Cash and Carry system
도시 외곽에 창고형 수퍼 스토어
실제 주거 공간 같은 공간 구성
일본 : 배달과 조립 서비스
MARKETING STRATEGY
Global Marketing

49. 06. Global Human Resource Strategy
IKEA’s General Strategy0 2

50. 0 2 IKEA’s General strategy
HUMAN RESOURCE STRATEGY
글로벌 중심적 인사전략
Global Human Resource Strategy
BASIC
CONCEPT
IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource
수십년간 자국중심적
2000년 들어 글로벌 중심적 전략으로 전환
미국 : 예란 카르스테트(스웨덴)
유럽 이케아 부회장 : 베르너 베버(독일)
독일 : 뤽 로워스(벨기에)

51. 01. KEY 1 : CASH and CARRY
02. KEY 2 : Choice Architecture
03. KEY 3 : Changing Room Generation
0 3
IKEA’s KEY Strategy

52. 01. CASH and CARRY strategy
IKEA’s KEY Strategy0 3

53. 0 3 IKEA’s KEY strategy
CONCEPT of CASH and CARRY
Give Cash, andTake Product
KEY 1 : CASH and CARRY
상품 구입시 고객이 현금으로 대금을 지급하고
자신이 직접 구입상품을 가지고 가는 것
IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation
BASIC
CONCEPT
PROCESS
ADVANTAGE

54. 0 3 IKEA’s KEY strategy
KEY 1 : CASH and CARRY
1
You choose
2
You write down
your choice
3
You pick things
up yourself
4
You take your
products home
youreself
5
You assemble
IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation
BASIC
CONCEPT
PROCESS
ADVANTAGE
CONCEPT of CASH and CARRY
Give Cash, andTake Product

55. 0 3 IKEA’s KEY strategy
KEY 1 : CASH and CARRY
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
IKEA 일반
가구회사
직원 수
IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation
BASIC
CONCEPT
PROCESS
ADVANTAGE
Cash and carry를 통해
매장 운영비 절감
콤팩트 한 포장으로
운송비 절감 (완제품 대비 1/6 감소)
재고관리비용 감소
기업 : 운송비, 재고관리비, 매장운영비 감소
CONCEPT of CASH and CARRY
Give Cash, andTake Product

56. 0 3 IKEA’s KEY strategy
KEY 1 : CASH and CARRY
IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation
BASIC
CONCEPT
PROCESS
ADVANTAGE
소비자: 유통과정에 참여는 가격,품질로 보상
CONCEPT of CASH and CARRY
Give Cash, andTake Product

57. 02. Choice Architecture strategy
IKEA’s KEY Strategy0 3

58. 0 3 IKEA’s KEY strategy
CONCEPT of CHOICE ARCHITECTURE
Choice Rearrangement causes Consumer Satisfaction
KEY 2 : Choice Architecture
인간은 의사결정이 이루어지는 매커니즘을
약간만 재구성만하면
행동과 만족도의 큰 영향을 준다.
-리차드 탈러-
IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation
BASIC
CONCEPT
INTERNAL
INTERIOR
EXTERNAL
INTERIOR

59. 0 3 IKEA’s KEY strategy
KEY 2 : Choice Architecture
IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation
BASIC
CONCEPT
INTERNAL
INTERIOR
EXTERNAL
INTERIOR
복잡한 동선을 통해 평균 3시간 이상 머물러 충동구매 야기
CONCEPT of CHOICE ARCHITECTURE
Choice Rearrangement causes Consumer Satisfaction

60. 0 3 IKEA’s KEY strategy
KEY 2 : Choice Architecture
IKEA in PORTUGAL
IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation
BASIC
CONCEPT
INTERNAL
INTERIOR
EXTERNAL
INTERIOR
IKEA in CHINA
CONCEPT of CHOICE ARCHITECTURE
Choice Rearrangement causes Consumer Satisfaction

61. 0 3 IKEA’s KEY strategy
KEY 2 : Choice Architecture
IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation
BASIC
CONCEPT
INTERNAL
INTERIOR
EXTERNAL
INTERIOR IKEA in USA
CONCEPT of CHOICE ARCHITECTURE
Choice Rearrangement causes Consumer Satisfaction

62. 0 3 IKEA’s KEY strategy
KEY 2 : Choice Architecture
IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation
BASIC
CONCEPT
INTERNAL
INTERIOR
EXTERNAL
INTERIOR
IKEA in SWEDEN
CONCEPT of CHOICE ARCHITECTURE
Choice Rearrangement causes Consumer Satisfaction

63. 0 3 IKEA’s KEY strategy
Concept of Choice Architecture
Choice Rearrangement causes Consumer Satisfaction
KEY 2 : Choice Architecture
IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation
BASIC
CONCEPT
INTERNAL
INTERIOR
EXTERNAL
INTERIOR
“스웨덴 문화체험”가치 창출
도시 외곽 지역 입지 가능
재방문 가능성

64. 03. Changing-Room-Generation strategy
IKEA’s KEY Strategy0 3

65. 0 3 IKEA’s KEY strategy
CONCEPT of CHANGING-ROOM-GENERATION
RENEWAL of House, similar with changing themselves
KEY 3 : Changing-Room-Generation
IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation
LIFE STYLE :
사람마다 가치관으로 지향된 생활 스타일을 말한다.
BASIC
CONCEPT
UNBORING
CAMPAIGN
LIFESTYLE
ADAPTATION

66. 0 3 IKEA’s KEY strategy
KEY 3 : Changing-Room-Generation
IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation
BASIC
CONCEPT
UNBORING
CAMPAIGN
LIFESTYLE
ADAPTATION
지속성/내구성
개인취향에 표현의 도구
CONCEPT of CHANGING-ROOM-GENERATION
RENEWAL of House, similar with changing themselves

67. 0 3 IKEA’s KEY strategy
KEY 3 : Changing-Room-Generation
IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation
BASIC
CONCEPT
UNBORING
CAMPAIGN
LIFESTYLE
ADAPTATION
함께하는 즐거움
성취감 촉구
자신을 표현
단순한 가구가 아닌 감성적 소비재
CONCEPT of CHANGING-ROOM-GENERATION
RENEWAL of House, similar with changing themselves

68. 0 3 IKEA’s KEY strategy
Concept of Changing-Room-Generation
RENEWAL of House, similar with changing themselves
KEY 3 : Changing-Room-Generation
IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation
BASIC
CONCEPT
UNBORING
CAMPAIGN
LIFESTYLE
ADAPTATION
빠른 소비패턴촉구
가치 제공 성취감
감성적 소비재
가치 표현인식의 변화
이케아 제품을 사야 하는 당위성 제공
이케아의 컨셉 제품의 특징

69. 01. About 한샘
02. Implication from IKEA
View Point
0 4

70. 01. About 한샘
View Point0 4

71. 0 4 View Point
한샘의 환경분석
시장에 맞춰 변화하고 있는 한샘
View point : About 한샘 l Implication from IKEA
About 한샘
원부자재 가격 상승
부동산 경기 침체
위기
경기변동의 리스크
이유
107
230
139
73
33
136
157 209
231
163
351
248
36 43
88
145
254
280
0
50
100
150
200
250
300
350
400
2001 2002 2003 2004 2005 2006 2007 2008 2009
한샘 실적 추이 (억 원)
영업이익단기순익

72. 0 4 View Point
한샘의 환경분석
시장에 맞춰 변화하고 있는 한샘
View point : About 한샘 l Implication from IKEA
About 한샘
태스크포스(TF)팀 구성
고객상담 프로세스 개선
제품의 단순화 / 표준화
변화
IK(INTERIOR KITCHEN),
새로운 컨셉의
한샘이노 INNO
(5개 직영)
결과
107
230
139
73
33
136
157 209
231
163
351
248
36 43
88
145
254
280
0
50
100
150
200
250
300
350
400
2001 2002 2003 2004 2005 2006 2007 2008 2009
한샘 실적 추이 (억 원)
영업이익단기순익

73. 0 4 View Point
한샘의 새로운 방향성 및 비젼 제시
IKEA를 벤치마킹한 시장 적응전략
경쟁사 대비 품질은 떨어지지 않으면서
가격은 30% 정도 싼 베스트 셀러 상품 제공
-권영길 한샘 CEO-
VIEW
POINT
About 한샘
View point : About 한샘 l Implication from IKEA

74. 02. Implication from IKEA
View Point0 4

75. 0 4 View Point
이케아의 핵심전략 적용
다국적기업으로 다가가기 위한 한샘의 적응 전략
CASH and CARRY
KEY 1
View point : About 한샘 l Implication from IKEA
Implication from IKEA
Choice Architecture
KEY 2
Changing-Room-Generation
KEY 3
비용절감 전략 모색
매장 자체가 가지는 가치 부여
제공하는 재화의 확산가치 부여

76. 광공업통계조사보고서(2012), KOTIS
통계청, 광업 및 제조업 통계
WTO [Iinternational Trade Statistics(2013)
이케아, 불편을 팔다 - 뤼디거 융블루트 지음, 배인섭 옮김
IKEA group yearly summary fy13
IKEA sustainability report
Deloitte consulting case competition-한샘 case study
척박했던 중국시장을 옥토로 바꾼 글로벌 기업들- LGERI 리포터,
이슈코멘트 산업 [운송/유통] – 이트레이드증권
이케아에서 배우는 마케팅 – 평생학습 파트너 휴넷
http://bemhong.blogspot.kr/2013/03/push-pull_23.html
http://www.designdb.com/dtrend/trend.r.asp?menupkid=244&pkid=8389
http://m.mt.co.kr/new/view.html?no=2014081807583612488
http://koreameme.wordpress.com/2013/05/31/1-4/
http://farand.tistory.com/55
http://blog.naver.com/present1306/20209939826
http://www.mt.co.kr/view/mtview.php?type=1&no=2014081807583612488&outlink=1
http://blog.idealo.co.uk/worldwide-ikea-price-comparison-1635.html
Reference