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121110 Design Management IKEA
Transcript of 121110 Design Management IKEA
Jesper Borst - s0176109
Kyle Regeling - s0216216
Mark Scholte - s0199826
Teun Stortelder - s1009303 Peter Betzel CEO IKEA Germany Brand Identity Prism IKEA's history So that's how the IKEA company became what it is now But what about the IKEA brand?
Let's find out using this store map 1. Ready to assemble
3. IKEA store
4. Affordable solutions for better living
6. People eat inside the store People who buy the products have to build it up themselves. By saving on delivery and transport, the flat-packed furniture can be sold for a lower price, but requires assembly at home. The stores are usually very large blue buildings with yellow accents and few windows. They are often designed in a one-way layout. The IKEA slogan. The company focuses on affordable products, with a modern touch, to enable people to (re)decorate their complete home. The Scandinavian (and especially Swedish) way of life: inspired by hard work and making the most out of limited resources. For many people, a visit to IKEA is seen as a complete trip. This means spending quite some time in the store, including some coffee, lunch or even dinner. Flagship products IKEA doesn't focus on flagship products. Instead, the company tries to offer products in different price ranges Price range Low High Couch
Coffee table Design Management levels The strategic, organizational/tactical and operational level of IKEA Strategic level IKEA's vision is to create a better
everyday life for the many people Organizational/tactical level IKEA focuses on:
Making products in a lot of different styles to serve the many
Making affordable, flat-packed products
Making products which are modern, but not too trendy Operational level Project group A
How to design the next BILLY book case? Operational level Operational level Project group C
How can we address people with the
ALVINE LÖV pillow cover? Operational level Project group D
How to design a new line of chairs to
fit within the line of PAX furniture?
Hope that's clear so far! To conclude: let's look at the
sensorial analysis of IKEA Sensorial analysis Hearing
There are no specific sounds perceivable while using IKEA products. Most of the sounds you hear are regular 'furniture-sounds'. Another aspect of sound may be found in IKEA stores. The music played there is cheerful, not too recent and played at a low volume. This may be done to comfort the customer.
Sight is the most obvious use of perception within IKEA products. All products together form the recognizable IKEA style. In IKEA stores, sight is used to inform the customers about the preferred route through the store.
At first sight, taste does not seem important for the IKEA brand. However, a recognizable aspect of IKEA is the build-in restaurant where customers can have breakfast, lunch, dinner or snacks and drinks for a break. Many people will associate IKEA with its restaurant. Therefore, taste is one aspect of the IKEA brand although it’s not the most important aspect.
There is no particular smell to IKEA products which separates them from other furniture manufacturers. However, smell may play a role in the success of the IKEA restaurants. When a customer goes to the toilet it is inevitable for him or her to smell the restaurant. This may result in visiting the restaurant and staying in the store for a longer period of time.
Touch will always be an important aspect of furniture and accessories. One of the strong points of IKEA is that the customer can touch almost any product, for they are all placed inside the store. This aspect of touch may be important for IKEA in a time where stores are competing with web shops. Now you know what has made IKEA You've seen the company, its history, brand identity, products, design management levels and sensorial analysis.
We think this has captured the IKEA brand. Project group B
How to design the next BRIMNES bed as cheap as possible?
How can we make the DUKEN bed attractive to customers? IKEA has quite a complex corporate structure. The Dutch corporation Ingka Holding B.V. is the parent company for all IKEA Group companies, for instance:
Swedwood, the industrial company that manufactures IKEA products
IKEA of Sweden, responsible for the design and development of products in the IKEA range
Inter IKEA Systems B.V., owner of the IKEA concept and trademark
IKEA Stores, franchised through Inter IKEA Systems B.V. by INGKA Holding Group
For this assignment, let's focus on the retail section of the corporation. IKEA corporate structure Operational level IKEA works with different design teams. These teams handle both complete design processes as well as processes in which they adapt existing IKEA products. Some examples can be seen next.