IKEA is a Swedish multinational group of companies that designs and sells ready-to-assemble furniture (such as beds, chairs and desks), appliances and home accessories. It has been the world's largest furniture retailer since at least 2008.
This report express you the service marketing strategies used by the IKEA, the furniture franchiser to be success. This covers the scope of the business, strategies used by them and final conclusion about their strategies. I suggest you to read about the entrepreneur's life story as it is an inspirational story to all others who have big dreams with their lives.
Ikea Invades India - Market Research report on entry strategy in IndiaManeesh Garg
Market Research Report on - Entry Strategy of IKEA in India based on case study "IKEA Furniture" by Harvard Cases.
To get a copy of this report, share your views about the presentation with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new upload don't forget to press the "FOLLOW" and "LIKE" button. You can also mail me at manigarg21@gmail.com
The project analyses the importance of branding for Ikea and can help us to find out about IKEA's SWOT analysis and the STP process for Ikea. It also gives information on Ikea's Vision and Mission and Ikea's Marketing Mix, Ikea's Pestle Analysis, Ikea's Five Forces Model, Ikea's History and Ikea's Products and Services.
Comparison of Marketing Mix of IKEA in Four CountriesFatima Arshad
Report Contains Marketing Mix of IKEA. In this report there is comparison of 4Ps of IKEA in Four Countries i.e Sweden, UK, China and India.
This report is result of the efforts of four people.
IKEA is a Swedish multinational group of companies that designs and sells ready-to-assemble furniture (such as beds, chairs and desks), appliances and home accessories. It has been the world's largest furniture retailer since at least 2008.
This report express you the service marketing strategies used by the IKEA, the furniture franchiser to be success. This covers the scope of the business, strategies used by them and final conclusion about their strategies. I suggest you to read about the entrepreneur's life story as it is an inspirational story to all others who have big dreams with their lives.
Ikea Invades India - Market Research report on entry strategy in IndiaManeesh Garg
Market Research Report on - Entry Strategy of IKEA in India based on case study "IKEA Furniture" by Harvard Cases.
To get a copy of this report, share your views about the presentation with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new upload don't forget to press the "FOLLOW" and "LIKE" button. You can also mail me at manigarg21@gmail.com
The project analyses the importance of branding for Ikea and can help us to find out about IKEA's SWOT analysis and the STP process for Ikea. It also gives information on Ikea's Vision and Mission and Ikea's Marketing Mix, Ikea's Pestle Analysis, Ikea's Five Forces Model, Ikea's History and Ikea's Products and Services.
Comparison of Marketing Mix of IKEA in Four CountriesFatima Arshad
Report Contains Marketing Mix of IKEA. In this report there is comparison of 4Ps of IKEA in Four Countries i.e Sweden, UK, China and India.
This report is result of the efforts of four people.
How standardization benefits a business process and commercialisation?
What has allowed IKEA to be successful with a relatively standardised product and product line?
How does the experiential marketing approach help improve sales in Ikea?
Which features of ‘young people of all ages’ are universal and can be exploited by a global/regional strategy?
How does Corporate Social Responsibility (CSR) attract customers?
How does IKEA adapt its strategy for competing in international markets?
IKEA’s Social Initiative was created to manage the company’s social involvements on a global level. Why?
Q1: What was the source of IKEA’s Competetive advantage at that time?
Q.2 IKEA’s expansion into Europe
Q.3 IKEA’s strategy prior to its missteps in North America.
Q4. IKEA’s strategy towards its suppliers
This case study is about a multinational company which sells ready to assemble furniture and home accessories. According to the economics records as at 2008 this is the world largest furniture retailer. (Forbes, 2013)
This report describes about the main strategies which IKEA use to approach to different markets with different consumers and with them IKEA has evolved into the largest furniture retailer in the world with approximately 300 stores in 38 countries and revenues topping $21.5 billion in 2009. Its top countries in terms of sales include Germany, 16 percent; United States, 11 percent; France, 10 percent; United Kingdom, 7 percent; and Italy, 7 percent. (Business week, 2005)
According to the final decision IKEA has made a different way of shop for furniture with the time develops and it has reach to the expectations of its customers according to their expectations.
Finally, in the conclusion of the report shows the final view of the researcher about the finding regarding to the IKEA strategies throughout the research and final judgment which make about the given case.
This paper discusses IKEA’s corporate and business level strategy and how these strategies are best supported by operations strategies of IKEA. It also discusses how IKEA differentiated itself from its competitors. Paper highlights various operational trade-offs done by company. Paper, on later stage focuses on how supply network contributed to achieving company’s objectives and strategies.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
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4. Philosophy of the Company-
What factors account for the success of IKEA?
Strategy :
Product differentiation and cost leadership
more than 9,000 different products
This vision, "to create a better everyday life for the many people,"
reflects this strategy in an effective manner!
…wide range of well-designed, functional home furnishing products at low
prices that as many people as possible will be able to afford.
5. Philosophy of the Company –
How to become a cost leader?
Constantly trying to lower production and distributive costs
• Flat-pack – reduces packaging costs
• Furniture assembled by consumer – reduces transportation cost
• High volume production – economies of scale
6. Philosophy of the Company –
Ikea is not just a store
Ikea customers typically spend more time in the stores
Ikea distinguishes itself from the rest of the competitors
….Shopping in Ikea is an experience!
7. Philosophy of the Company –
Ikea, the healthy way of life
IKEA is aware of the important effects of social responsibility
• minimize any negative impact on the environment
• renewable and recyclable materials
• lower emission of CO2
10. Actually IKEA doesn’t have that much subsidiaries, maybe the reason for this,
can be the pureness of Småland whoever knows…
11. Corporate Structure
Because they are not quoted to stock exchange IKEA’s corporate structure
is emerges from union of so many global corporation, but the ruling Holding
is located on Netherlands
12. Managerial Context
Accountability of employees in IKEA can be described as following: Store
employees-Store Manager-Service Offices-Headquarters
IKEA has a strong Organizational culture, for that reason it is hard to see
contradictious people in the organization, there is a strong hierarchy
related with profession.
13. Code Of Ethics
IKEA is in an everlasting war with some unethical issues. Some of this issues
are listed below:
Child Labor Issue
Environmental Polution Issue
Fair Wages to Employees of Suppliers.
And Finally a Vital one, Safety in work area
14. Child Labor Issue
IKEA strictly controls if there is a child worker in their suppliers facilities or not,
IKEA is famous with its anti-child labor act in retailing business.
15. Environmental Polution
IKEA is controling its suppliers relations with nature. If a supplier of IKEA is not
interested with preventing environmental polution, IKEA has rights to
terminate its contract with this supplier.
16. Employee Issues
Fair wage and safe working conditions should be provided for employees
by the suppliers of IKEA if they want to work with IKEA.
17. Planning In IKEA
Downside you are seeing King Arthur and the knights of the round table.
The thing with the round table is, everyone has the same statue in the roud
table so they can reach their voice to the king easily. IKEA has a planning
practice like this, everyone has right to say his or her own opinion and this
thoughts would be regarded as important resource regardless of empty
talks.
18. Working Environment
There is no room system in the IKEA Headquarters so everyone works side by
side.
Here is a picture from Phoenix Office of IKEA:
19. Motivation of Employees
Since there is a promotion based system in IKEA, it is not so hard to motivate
employees. IKEA is also making a profit share with its employees and that is
huge motivator for employees.
20. Competitive Advantages
IKEA is a giant company who sits on the throne of world furniture retailing
industry, for that reason they have so much competetive advantages,
some of them can be listed as;
R&D
Economies of Scale
Unique Designs
Rooted History
Excellent Service
Social Responsibility
21. R&D
Research and Development in IKEA is crucially important, nowadays IKEA
launched a R&D Center at Orla, Denmark.
Since IKEA selling more than 1 million piece of product in a day small
decreases in costs means big profits for company, so R&D process is so
important and primary for them.
22. Economies of Scale
IKEA has an incredible purchasing power, for that reason IKEA can offer the
quality furniture for so low prices.
23. Unique Designs
IKEA has one of the best furniture designers in the world, with the help of this
designers IKEA can give whatever they need to its customers.
And also the IKEA style and culture should not be missed out.
24. Self Assembling
You should self assemble a product you’ve bought from IKEA, at first glance
it can be regarded as a negative thing but we think it gives the feeling of
accomplishment to human being, and for that reason it is an advantage.
25. Rooted History
IKEA is a brand that has a glorious history. They are in the furniture business
since 1941.
This history provides so much data about the furniture industry to company,
and with the blend of this data with experience, IKEA got the first seat in
furniture retailing industry in 2007.
26. Social Responsibility
Social Responsibility is the most important thing for the sustainibility of a
business.
IKEA has its own charity organization; IKEA Foundation for children in
poverty.
IKEA is also doing project based social responsibility like sending 500.000
blankets to Pakistani Eartquake in 2006
In 2009 UNICEF announced that IKEA Foundation has become the biggest
partner of agency.
27. Social Responsibility(Continuing)
IKEA is also selling soft toys for the benefit of children, and also giving free
gift soft toys to children as a social responsibility. It is so easy to make a child
happy, and they are making this.
28. Smaland(Play Ground) and Swedish
Meatballs
This places are also a competitive advantages for IKEA.
They are making people to enjoy the delicious food for reasonable prices when
shopping.
IKEA also has a playing ground called Smaland(hometown of IKEA) that has the
atmosphere of a Swedish forest. Parents can give up their childrens to Smaland
for free and enjoy the shopping knowing their child is happy and safe.
This secondary things made up an evolutionary concept like IKEA, and this
makes IKEA shops special.
29. Financial Commentary
Since IKEA not quoted to stock exchange we cannot have so much
detailed information about the business of IKEA but they are announcing
some figures to public.
In the light of this figures, we can say that IKEA has a robust financial
position, some numbers are listed below:
Sales Income(2000): 9 billion Euros
Sales Income(2014): 28 billion Euros
Owner’s Equity(2000): 2.1 billion Euros
Owner’s Equity(2014): 30 billion Euros
After the millenium IKEA did so much to achieve to this point, and they are
at a perfect financial position now.
30. Risks and Threats in Business
Actually there is not so much to worry for IKEA at this point cause their
situation is stable.
Giant competitors could want to join this market, if IKEA fails to protect its
uniqueness and cheap price, this competitors can be a problem for them.
Another risk for IKEA can be the change in trends and type of buyers.
31. Final Conclusions
IKEA is the leader company in terms of charity donations and recycling, this
makes them a lovely brand in the eye of the customer.
IKEA is one of the first companies starts to share its profit with its employees
and this profit sharing idea is putting the company to a good place on
employees eye.
They are finely managing every situation and there is not that much
predictable risks for them , because of this they are in a really stable
situation.
32. THANK YOU FOR LISTENING US!
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Viktoria Fröhlich
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