The presentation entails: 1. Introduction of IKEA in brief. 2. IKEA's vision. 3. Reasons for its uniqueness. 4. Case study questions and answers.

1. Enter the world of elites!

2. IKEA was
founded in
1943 by a17 year
Old Swede
and the company
grew into a
Retail Titan
in home
furnishings
and global
Cultural
phenomenon.

3. TO
CREATE
A
BETTER
EVERYDAY
LIFE
FOR
THE
MANY
PEOPLE

4. ONE-STOP SANCTUARY FOR
“COOLNESS”
“THE QUINTESSENTIAL
CULT BRAND”

5. UNIQUENESS AT ITS BEST!!!!!

6. BILLY
BOOKCASE
HEKTAR
LAMP
LACK
SIDE
TABLE
‘Product names are easier to remembe
than codes or numbers’

7. IKEA stands out because
of

8. BARGAIN
PRICES

9. MATCHING
CONSUMER
INTERESTS

10. EFFICIENT
DESIGN

11. CATERING
TO
LOCAL
AND
REGIONAL
TASTES

12. FLEXIBILITY
OF
PRODUCT
DELIVERY
AND
ASSEMBLY

13. QUIRKY
MARKETING
CAMPAIGNS

14. Connection with

15. IKEA’s SUCCESS
ATTRIBUTES TO
Cultural Factors
Social Factors
Personal Factors:
1. Lifestyle
2. Occupation
3. Economic
condition
4. Personality
5. Self concept

17. Q1. What are some of the things IKEA is doing right to reach
consumers in different markets? What else could it be doing?
1.Located all over the world (increasing international visibility)
2.Easy access to IKEA (stores located a good distance from city centers, customers
generally travel 50 miles round trip)
3.Affordable pricing and looking after people interests (value for money) at a price which
is less than competitors.
4.Provide uniform products, but also customize products based on customer preferences
(adaptability)
5.Items come boxed and require own assembling by the customer hence easy
transportation of the items
6.IKEA adopted a strategy of having many suppliers for their requirements which results
in getting the best price for the product.

18. what else can it do -
1.IKEA can expand its product line by producing high end products.
2.IKEA can expand its business into interior designing and crockery
products.
3.IKEA can go for environment friendly technology.
4.Product customization can boost up IKEA’s sales.
5.Use of social media to reach out more customers.
6.IKEA can expand to new markets e.g. Asia and Africa.

19. Q2. IKEA has essentially changed the way people shop for
furniture. Discuss the pros and cons of this strategy.
Pros:
1.IKEA’s low cost concept keeps it ahead of its competitors.
2.IKEA has successfully combined low cost with good quality.
3.IKEA’s ability to find ways to alter designs to save on manufacturing costs.
4.Using unconventional names for their products that people can easily remember (belief
is that people remember names better than they do codes)
5.IKEA’s ability to adapt its product design strategies according to the market.
6.Do it yourself saves people money and they assemble conveniently.
Cons:
1. No innovation in products.
2. Uniformity can turn into rigidity
3. Visiting an Ikea store costs money even though purchasing it products saves it.
4. Less inclination to customer service.

20. • About IKEA
• IKEA’s vision
• Reasons for IKEA’s uniqueness
• Questions and answers

21. DISCLAIM
ER
Created by Srishti Wahie, DTU, during a marketing internship
under the guidance of Prof. Sameer Mathur, IIM Lucknow.