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Transcript of IKEA
design by Dóri Sirály for Prezi
MARKETING MANAGEMENT MARKETING LESSON
CASE 1: IKEA
What else could it be doing?
IKEA has essentially changed the way people shop for furniture.
of this strategy.
NADIAH RUS LIYANA RUSLI (814435)
FAZIELA MOHAMMAD SHAFIE (815196)
WAN UMMU HANUNI WAN DIN (813632)
Q & A
Future Changes & Challenges
Company Background & History
Safer and Ergonomic designs
Expand more outlets in
Malaysia - North & South regions
Sleek, minimalist design is popular in Europe; gained popularity in the
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
Current CEO: Peter Agnefjall (2013)
Revenue: € 27.628 billion (2012)
Profit: € 3.202 billion (2012)
Employees: 139,000 (2012)
“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.”
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.
IKEA founded by Ingvar Kampard in 1943.
Exploration of furniture design, self assembly, advertising, the use of a catalog and a showroom.
- how it all began -
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.
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.
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.
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
and disabled people
- cost reduction
- easier to transport
- modern/urban lifestyle
- affordable for everyone
- fresh ideas/innovation
- family oriented
bla bla bla
- compromise quality
- time consuming
- inconvenient to
- design does not appeal to
- R&D incur
- Open first
store in India:
land acquisition is difficult.
- Furniture as Fashion concept: bad perception on product