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IKEA

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by

Wan Hanuni

on 31 March 2014

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Transcript of IKEA

MARKETING LESSON
design by Dóri Sirály for Prezi
BPMM 6013
MARKETING MANAGEMENT MARKETING LESSON
CASE 1: IKEA
What else could it be doing?
IKEA has essentially changed the way people shop for furniture.
Discuss the
pros
and
cons
of this strategy.
GROUP 2
NADIAH RUS LIYANA RUSLI (814435)
FAZIELA MOHAMMAD SHAFIE (815196)
WAN UMMU HANUNI WAN DIN (813632)
Q & A
THE END
Future Changes & Challenges
Company Background & History

Safer and Ergonomic designs
Celebrity endorsement
eg:
Hollywood celebrities,
Sports Stars
Expand more outlets in
developing countries.

Malaysia - North & South regions
Product design

Sleek, minimalist design is popular in Europe; gained popularity in the
U.S.

Strong in-store experience – unique, experiential, “modern theme parks”
Cater to local tastes (Western vs Asian) and brand reputation for environmentally friendly products
Unique value proposition to customer:

IKEA’s flat packaging reduces costs and makes it easier for customers to transport
Name: IKEA International Group
Industries served: Retail
Geographic areas served: Worldwide
Headquarters: Netherlands
Current CEO: Peter Agnefjall (2013)
Revenue: € 27.628 billion (2012)
Profit: € 3.202 billion (2012)
Employees: 139,000 (2012)
MISSION STATEMENT
“At IKEA our vision is to create a better everyday life for the many people. Our business idea supports this vision by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”
Main Competitors:

HISTORY
COMPANY BACKGROUND
1920s:

Ingvar Kampard sold matches to nearby neighbours.
Expanded to flower seeds, greeting cards, Christmas tree decorations and later pencils and ball-point pens.
Founder Ingvar Kamprad- born 1926 in Småland (southern Sweden). Raised in 'Elmtaryd', a farm near the small village of Agunnaryd.
1940s-1950s:

IKEA founded by Ingvar Kampard in 1943.
Exploration of furniture design, self assembly, advertising, the use of a catalog and a showroom.
IKEA history
- how it all began -
1960s-1970s:

The IKEA concept started to take shape.
New IKEA stores opened and hero products were developed.
Ingvar Kamprad's The Testament of a Furniture Dealer was introduced.
1980s:

IKEA expanded dramatically into new markets (USA, Italy, France and UK.).
More modern IKEA designs.
IKEA Group formed in 1982.
Ingvar Kamprad retired in 1986. Replaced by Anders Moberg.
1990s:

Responsibility for people and the environment is seen as a prerequisite for doing good business.
Expanded to Asia (China).
Anders Dahlvig became President and CEO of the IKEA Group, taking over from Anders Moberg in 1999.
2000s:

Expanded into even more markets and introduced online shopping (website and smartphone apps.).
Coordinated furnishing solutions (bedroom and kitchen.)
Developed successful partnerships for social and environmental projects.
R & D
Left-handed
and disabled people
- cost reduction
- easier to transport
- modern/urban lifestyle
- affordable for everyone
- fresh ideas/innovation
- family oriented


bla bla bla





blaaa

- compromise quality
- time consuming
- inconvenient to
unskilled people
- design does not appeal to
everyone
- R&D incur
high cost
- Open first
store in India:
land acquisition is difficult.
- Furniture as Fashion concept: bad perception on product
durability.
SWOT ANALYSIS
PEST
Full transcript