Ikea brand study and its strategy.

1. CASE STUDY ON RETAIL COMPANY
SUBMITTED BY
VANDANA
M.A. FRM
1st SEMESTER
AMITY SCHOOL OF FASHION TECHNOLOGY,
LUCKNOW
Fashion Retail Management
SUBMITTED TO
Ms. Lali Priya

2. CASE STUDY BY
VANDANA
M.A. FRM
1st SEMESTER
WORLD LARGEST
FURNITURE RETAILER

3. INTRODUCTION
 The world's largest furniture retailer.
 It is present in 50 countries with over 460+ stores.
 Designs and sells ready-to-assemble furniture, kitchen
appliances and home accessories.
 Modernist designs with an eco-friendly simplicity.

4. 1943: IKEA is
founded by Ingvar
Kamprad.
1948: Furniture is
introduced into the
IKEA range.
1953: Furniture
showroom opens in
Älmhult, Sweden.
1963: The first IKEA
store arrives in Oslo,
Norway.
1960: The first IKEA
restaurant.
1956: Designing
furniture for flat
packs and self-
assembly.
1974: Grown into a
more than dozen
stores in Europe
1985: IKEA arrives in
the USA.
1990: The first
environmental
policy at IKEA.
2000: Child rights
project in India.
2006: IKEA Food is
launched.
2018: IKEA arrives in
India.
HISTORY

5. VISION
MISSION
N
To create a better everyday life for the many.
The IKEA product range is wide in function and style at the price so
low that as many as people as possible will be able to afford them.

6. VALUES
Undertaking
home visits.
Togetherness
and
enthusiasm.
Cost-
consciousnes
s
Customer
Value
Accept and
delegate
responsibility
Leadership

7. SUPPY CHAIN

8. IKEA
STRATEGY

9. IKEA SALES
STRATEGY

10. STP
STRATEGY POSITIONINGTARGETINGSEGMENTATION

11. MARKETING
MIX
PRODUCT

12. PRICE

13. PLACE

14. PROMOTION
AdCampaign

15. Commercial for
Singapore

16. Commercial for
Festival

17. Commercial for India

18. STORE LAYOUT

19. WEBSITE UI

20. TURNOVER
10.4 11 11.4
12.9
15
17.5
20
21.5 21.8
23.5
25.2
27.6
28.5 29.3
32.7
35.6 36.3
0
5
10
15
20
25
30
35
40
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
IKEA's revenue worldwide from 2001 to 2017
(in billion euros)*

21. Political:
Business
freedom.
Economical:
Emerging
economics set
for moderate to
strong
economic
growth.
Social:
Initiatives with
local
organization for
training and
creating a job
for refugees.
Technological:
Use of
specialized
technology
allows for
design of low
cost products.
Environmental
: Focus on
sustainability
and social
responsibility.
Legal: Entry
barriers and
regulations in
the new market.
PESTEL
ANALYSIS

22. SWOT
ANATYSIS
STRENGTHS
Global brand
Strong brand image
Sustainable
Customer knowledge
WEAKNESS
Do it yourself
approach
Limited customized
products
Location not always
accessible
OPPORTUNITIES
Increasing demand for
sustainable products
Advance technology
Online sale
THREATS
Changing customers
needs and tastes
Barriers to enter in
other markets

23. COMPETITIORS

24. CONCLUSION  Be consistent and true to the core value.
 Put consumers in first place.
 Innovative designs at low price.
 Bring change according to consumers need.
 Leading example in developing a sustainable business.
 Prefer communication skills.
 Excellent business strategy.

25. QUESTIONS?

26. THANK YOU……