Ikea
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IKEA was founded in 1943 by Ingvar Kamprad in Sweden. Its vision is to create a better everyday life for many people. IKEA owns 392 stores in 48 countries and has over 12,000 products on its website. It had over 2.1 billion visitors to its website from 2015-2016, making it one of the largest wood users in retail. IKEA customizes its stores and products based on local culture and reaches consumers through quirky ads, low prices, and expanding into new markets while considering luxury, eco-friendly products. The pros of its strategy are cost cutting through DIY assembly and wide product range while cons include difficulty of DIY and limited store locations.
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IKEA was founded in 1943 by Ingvar Kamprad in Sweden. It produces affordable do-it-yourself furniture and home accessories. Its target audience is mainly students and families with children. Some things IKEA does well are customizing stores and products for different cultures and regions, offering low cost trendy products, and quirky advertising. Potential areas for improvement include expanding into new markets, offering luxury and ecofriendly products, and allowing more product customization.Ikea
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This document provides a summary of IKEA, the international home furnishings retailer, in 3 paragraphs:
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IKEA is a global furniture retailer founded in Sweden in 1943. It sells ready-to-assemble furniture and home goods. IKEA has become the largest furniture retailer, with $37.8 billion in sales in 2016 across 392 stores in 48 countries. IKEA's vision is to offer a better everyday life for many customers through unique, low-cost products. It pursues differentiation with thousands of products and replacing a third annually, giving items unique names. IKEA also uses flat packaging, DIY assembly, and full-store experiences to reduce costs and encourage purchases. The company tailors its offerings and stores to local cultures and demographics. Extensive print catalogues and promotional campaigns have built brand loyalty while lowering marketingMore Related Content
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Minicase
Innovation at IKEA
Redecorating and renovating have become a popular international pastime. In a world facing persistent terrorist alerts and lagging economies, more and more people are opting to stay home and make their homes safe havens. This phenomenon has contributed tremendously to the success of IKEA, the Swedish home furniture giant. In monetary terms alone, that success is measured by sales for the fiscal year ending in 2016 totaling 28.5 billion eurosthats a lot of furniture!
Much of IKEAs success can be attributed to its founder, Ingvar Kamprad. Kamprad used graduation money to start IKEA in the small Swedish village where he was born. He started off selling belt buckles, pens, and watcheswhatever residents in the small local village of Agunnaryd needed. Eventually Kamprad moved on to selling furniture. One day in 1952, while struggling to fit a large table in a small car, one of Kamprads employees came up with the idea that changed the furniture industry foreverhe decided to remove the legs. IKEAs flat-pack and self-assembly methodology was born, and it rocketed the company past the competition. After that [table] followed a whole series of other self-assembled furniture, and by 1956 the concept was more or less systematized, writes Kamprad.
Kamprad resigned from his role at IKEA in 2013, and for the seventy years he served at IKEA he was dedicated to maintaining the corporate culture he helped define since the companys founding in 1943. Despite fabulous wealth he continues to be a simple and frugal manhis idea of a luxury vacation is riding his bike. He is fiercely cost conscious and, even though his personal wealth has been estimated in the billions, he refuses to fly first class. He values human interaction above all, and, even though retired, he still visits IKEA stores regularly to keep tabs on what is going on where the business really happens.
The culture at IKEA is a culture closely connected with Kamprads simple Swedish farm roots. It is a culture that strives to create a better everyday for the many people. IKEA supports this culture by
揃 Hiring co-workers (IKEA prefers the word油co-workers油to油employees) who are supportive and work well in teams
揃 Expecting co-workers to look for innovative, better ways of doing things in every aspect of their work
揃 Respecting co-workers and their views
揃 Establishing mutual objectives and working tirelessly to realize them
揃 Making cost consciousness part of everything they do from improving processes for production to purchasing wisely to traveling cost-effectively
揃 Avoiding complicated solutionssimplicity is a strong part of the IKEA culture
揃 Leading by example, so IKEA leaders are expected to pitch in when needed and to create a good working environment
揃 Believing that a diverse workforce strengthens the company overall
542
What is it like to work at IKEA? Heres how some IKEA employees describe the experience:
揃 Its about moving; we dont need to run fast ...Ikea presentation 
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Ikea is an international home products company founded in Sweden in 1926 that designs and sells ready-to-assemble furniture. It has been the world's largest furniture retailer since 2008. Ikea's mission is to create a better everyday life for people. The company cuts costs by locating stores outside cities, using a one-way store format to save energy, and finding the right manufacturers for each product. Ikea has essentially changed how people shop for furniture by offering affordable, ready-to-assemble options, but it must review its strategy to be effective in all global markets.Ikea marketing management presentation
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This document provides an overview of IKEA, including its business, vision, mission, strategy, history, and PESTEL analysis. Some key points:
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- Its vision is to create a better everyday life for many people. Its mission is to offer well-designed, affordable home goods.
- It follows strategies of low prices, quality products, and flat-pack furniture packages for low-cost shipping.
- IKEA has expanded globally since its founding in Sweden in the 1940s. It now has over 400 stores worldwide.Ikea SA/PA/DA/PA MBA case study
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How Ikea revolutionized the furniture market by entering global markets and dominated market share of DIY furniture- SA/PA/DA/PAIKEA
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IKEA was founded in 1943 by Ingvar Kamprad in Sweden. It has grown to become one of the largest furniture retailers in the world with over 650 million annual visitors to its stores globally. IKEA appeals to mass markets by offering affordable, Scandinavian-designed furniture and home accessories. It aims to create "a better everyday life for the many people" through low prices made possible by efficient operations and frequent product replacements. IKEA understands customers and influences their buying decisions using marketing strategies tailored to local cultures and based on the five stages of problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior.Recently uploaded (20)
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Ikea
- 1. CHANGE begins at home !
- 2. Founded by Ingvar Kamprad in 1943 I- INGVAR K-KAMPRAD E-ELMTARYD A-AGUNNARYD
- 3. VISION TO CREATE A BETTER EVERYDAY LIFE FOR THE MANY PEOPLE
- 4. People have very thin wallets We should take care of their interests
- 5. IKEA owns and operates 392 stores in 48 countries. The IKEA website contains about 12,000 products. There were over 2.1 billion visitors to IKEAs website between September 2015 and August 2016. It is one of the largest users of wood in the retail sector.
- 8. What are some of the things IKEA is doing well to reach consumers in different markets?
- 9. CUSTOMISING STORES AND PRODUCTS BASED ON CULTURE AND REGION INTERNATIONAL VISIBILITY
- 10. QUIRKY ADVERTISEMENTS LOW COST PRODUCTS
- 11. What else could it be doing?
- 12. Expanding to new markets.
- 13. LUXURY AND ECO FRIENDLY PRODUCTS
- 14. WHAT ARE THE PROS OF IKEAS STRATEGY?
- 15. Cost cutting through DIY concept. Shipping, shopping and assembly by customers.
- 16. Wide range of products. Promotioonal offers.
- 17. WHAT ARE THE CONS OF IKEAS STRATEGY?
- 19. LIMITED NUMBER OF STORES
- 20. RECAP
- 21. DISCLAIMER Made by AYAN SAHA of SRM, Kattankulathur during a Marketing Internship under Professor SAMEER MATHUR of IIM Lucknow.