The document provides an overview of IKEA, the Swedish furniture retailer. It discusses the company's founding in 1943 in Sweden, its global expansion to over 300 stores in 36 countries, and its revenue of $35.7 billion in 2015. The document also summarizes IKEA's history and important milestones, including launching its first catalog in 1951 and developing flat-pack furniture in the 1950s to reduce shipping costs.

2. INTRODUCTION
 Founded:1943 in Älmhult, Småland, Sweden
 Headquarters: Leiden, The Netherlands
 Industry: Retail (Specialty)
 Products: self-assembly furniture
 Revenue: $35.7B USD (FY 2015)
 Employees: 134,000 (2015)
 Website: www.ikea.com
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3. INTRODUCTION
Acronym- I (Ingvar)-Founder’s first name
K (Kamprad)-Founder’s last name
E (Elmtaryd)-Farm where he grew up
A (Agunnaryd)-Home village
Logo - Blue & Yellow;
The colors of Swedish National Flag.
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4. HISTORY
 1943:
founded in Sweden by Ingvar Kamprad;
 1951:
published the first IKEA furniture catalogue;
 1955-1956:
designed own furniture
tested to use flat packages for shipping;
 2001:
established IKEA Rail

5.  1958: in Sweden
 1963: in Norway
 1969: in Denmark
 1973: in Switzerland
 1974: in Germany
 1975: in Australia
 1976: in Canada
 1981: in France
 1985: in USA
 1987: in UK
 1989: in Italy
 1998: in China
 2000: in Russia
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265 shopping centers
36 countries

6. 6
History: important designs in the past
1985: Niels Gammelgaard
designed MOMENT Sofa.
1994: KUBIST Storage
Units appeared.

7. MISSION STATEMENT
“The IKEA vision globally is to create a better
everyday life for the many.
At IKEA Tempe we are dedicated to giving to the
local community will being regarded by out
customers and co-workers as a social responsible
company"
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8. FLAT PACK FURNITURE
 Invented by Gillis Lundgren
 Legs can easily be removed
 Can easily be dismantled and rearranged
MOMENT SOFA
 Launched in US in 1985 by Neil's Gammelgaard
 Went to supermarket trolley factory to make use
of their knowledge about strength and stability.

9. PS ELLAN(A DINING CHAIR)
 Adapt a wood fibre composite ( a cost- effective
Combination of wood chips and plastic resin) for
furnishings.
Boklok Homes
 Introduced in 2005 in UK
 Boklok was a flat pack house made up from timber
Frames and could be either one or two bedroom homes.

10. SHOPPING EXPERIENCE
 IKEA stores usually located outside urban areas isolated from
other shops
 IKEA products were beautifully crafted and appealing
 Building’s were 3,00,000 square feet in size and stock about
7,000 items from kitchen cabinets to candlesticks.
 At the entrance of the store there is a playroom for the children.
 The stores were constructed in a form of circle to allow shoppers
to view all sections of the store.

11.  Furniture was aesthetically arranged as it would look home with accessories
like night lamps, bed sheets, etc.
 Things shoppers never put in their shopping list when displayed in IKEA
stores and priced under 2$ seemed to be worth having.
 Mallen clip one of IKEA’s hottest selling accessories used to hang magazines
in bathroom and cost only 90 pence.
 IKEA had a cafeteria located in the center to give shoppers a breather instead
of winding up their shopping in a hurry.

12. In 1985,store were not spacious
Stores location was not easily accessible
Comparatively high price
Other problem :Sofa-not deep, short curtains, modular
kitchen, beds measured in centimetre
Americans were buying vases to drink as IKEA glasses were
too small
They folded their clothes unlike Europeans who hang their
clothes

13. Bigger store location
Wardrobes with deeper drawers for folded clothes, Bigger
glasses
Prices were slashed
Comfortable sofa
High Quality textiles
Improved services

14. Different in terms of taste and preferences
In 1998,Sold Hong-Kong sized beds which were shorter than standard size beds
Spend most of the time in living room
Stores inaccessible by public transport
Either completely redesign everything or do nothing

15. Charged fee for home delivery
Fee based assembly service
In-store instruction and design advice
Published brochures and catalogues
Operated Website
Hold contest before opening stores
Provided certificates and vouchers

16. Creating and maintaining a curiosity was one the biggest
reason for IKEA growth
Managed to pullout a popular promotional campaign
Free vouchers, Gift coupons, Heavy Discounts for first 100
customers, were some of the Strategies which maintained the
buzz around IKEA not to vanish

17. IKEA needed to adapt its promotional ways according to the region.
Europeans like straight things while US loves witty taglines.
In UK, they Launched ‘Stop being so English’ campaign, which was bold
but brought people to IKEA
In USA, IKEA build furniture based on the sets of popular TV series
theme, Ex: Gilligan island, Brady Bunch

18. This ad campaign redefined IKEA Brand position inside
customer’s heart and mind
For instance : When we sweat here, its for labor and customers
does that its for its savings
Different symbols symbolized a character attached to it
For ex: lone wolf described that customers can wander around
freely, Bat described finding way in the dark, Scale showing
Balance in Quality and price.

19. IKEA’s Brand image became pulled customers as well as
controversies
Causalities occurred during opening of IKEA store opening
in Jeddah and London
Long queue became tough to mange by the employees
Complaints for out of stock and bad after sales service
became frequent
Questions were raised about how long IKEA will maintain to
sustain in this market.