IKEA was founded in 1943 by Ingvar Kamprad in Sweden. It is known for its flat-pack furniture and focus on affordable, functional design. IKEA publishes an annual catalog and has expanded to over 267 stores in 44 countries. Its vision is to offer well-designed home furnishings at low prices so that many people can afford them. IKEA is also committed to environmental sustainability and social responsibility.

1. Presented by: Fenella AndradeMasters in European Studies and Management (MESM) 2010-2012Manipal Centre for European StudiesManipal University, Karnataka, India

2. I (Ingvar ) Founders first nameK (Kamprad) Founders last nameE (Elmtaryd) Farm where he grew upA (Agunnaryd) Home village

3. The IKEA Vision“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.”

5. IKEA HistoryIn 1943, IKEA was founded by Ingvar KampradBased in SwedenBright blue and yellowOriginally and Now IKEA In 1951, the first IKEA furniture catalog was published1955 IKEA begins designing its own furniture1985 The first IKEA store opens in the USA1993 IKEA reaches 114 stores IKEA numbers 1,04,000 employees in 267 stores in 44 countries

6. Marketing Strategy The IKEA vision is "To create a better everyday life for the many people.“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.”The IKEA market positioning statement is "Your partner in better living. We do our part, you do yours. Together we save money."

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8. Marketing MixPromotion THE IKEA CATALOGUE is the most important marketing channel. 2007’s catalogue was printed in 175 million copies in 55 editions and 27 languagesOther promotions include their seasonal sales, internet deals and television advertisements

9. IKEA Credit CardPrice Low to moderate pricing depending on item Prices range from $9-$19.99 for simple lamps to over $4,000 for complete

11. Strengths of IKEASolutions for a sustainable life at home – online tips and ideasSustainable use of resourcesReducing carbon footprintDeveloping social responisiblityOpen with all its stakeholdersBeing sustainable is a central part of IKEA’s image

12. Customer ServiceRestaurant in storeIKEA exit bistroSwede ShopIKEA RestaurantChild CareSupervised PlayroomBaby Care RoomFood Warming FacilitiesChildren’s MealsDesign AdviceOffice PlanningKitchen PlanningHome Furnishing AdviceStore AtmosphereEasily Located ProductsBrowse through showrooms and try out productsDelivery Services available or take home products immediately

13. Ikea & the EnvironmentUse of wood-recyclable, biodegradable and renewable material Select wood that is from verified, well-managed forests that have been certified Free disposal of light bulbsMinimize costsSelecting the right environmental friendly products Use leftover materialEmployees are “environmental co-ordinators” working to increase environmental awareness

14. ConclusionWell known brand with hunderds of stores across the worldTo improve performance in futureThey respond to both internal and external issues in a proactive and dynamic manner by using their strengths & reducing their weaknessIKEA’s passion includes design, low prices, economical use of resources and responsiblity for people & the environmentIKEA aims to go beyond profitablity and reputation