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IKEA Slowly Expands its US Market Presence
Transcript of IKEA Slowly Expands its US Market Presence
Quality Products/Services--Strong customer value
Year-round interactive activities
Employee happiness & well-being
Purchase overall experience vs. physical good/service
Logistical style and placement of items
Increase consumer engagement
IKEA Slowly Expands its U.S. Market Presence
Jonathan Freiberg, Ashlin Hastings, Courtney Kellner, Kayla Mastey, Morgan Wantuch
Case Questions 1 & 2
Low Cost Structure
Strong Focus on Sustainability
Limited Promotional Expenditures
Weak Online Support
IKEA hits its stride
What do you think of this commercial?
What changes would you make to show this commercial in the U.S?
The IKEA Concept and Idfskdf
Demand for Convenience
Popularity of Stylish, but Sustainable, Products
Changing Consumer Needs/Tastes
Mature Market Preferences
Case Questions 3 & 4
Q3: What strategic alternatives would you suggest IKEA employ to further penetrate the U.S. market?
The IKEA Concept and IKEA Way
The IKEA Concept
The IKEA Way
"Provide functional, well-designed furniture at prices so low that as many people as possible will be able to afford them. Creating a better everyday life for the many people"
Company's Code of Conduct
Togetherness, cost consciousness, respect, and simplicity
Look to hire - desire to learn, motivation, common sense, ability to lead
Q1: Given the SWOT analysis presented in the case, what are IKEA's key competitive advantages? What strategic focus should the company take as it looks to further expand into the U.S. market?
Child care services
Car rack rentals
Array of products/services
High variety, high quality, low cost
Strong Focus on Sustainability
Renew, reuse, recycle
Production of eco-friendly products
Q2: What factor is the biggest reason for IKEA's growth and popularity: value or image? Which is more important in the U.S. market? Why?
American perception of "Quality"
Linkage to overall low-cost structure
Q4: Speculate on what will happen at IKEA stores as they are adapted to fit local tastes. Is the company's trade-off of service for low cost sustainable in the long term?
Viewing and ordering
Adapt to "fast-paced" and technology driven culture
Change Store Layout
Adapt to the quick shopper
Easier in and out
Create an Affiliation
Additional business under IKEA brand
Higher priced products
Expand target market and increase market share
Printed Catalogs to Social Media
More "appropriate" commercials
Concept of Warehouse furniture stores
in-store childcare, play areas
longer store hours
Circle structure and wide aisles
"Work should always be fun for all colleagues. We all only have one life; a third of life is work. Without desire and fun, work becomes hell"
Not as sustainable in the long-term due to American values of quality
First Target Price, then product
Image is important
American preferences and Product Quality