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Referat - IKEA - Englisch
Transcript of Referat - IKEA - Englisch
What is IKEA?
Thank you for your attention
AND YOUR PARTICIPATION!
Welker Natalie & Preyssat Marina
DFHI BW - SS 2015 - English
the world’s biggest furniture retail company
... which designs & offers furniture, appliances and home accessories.
modern/stylish architectural designs
(the farm where he lived)
(his hometown in Småland, south Sweden)
founded by Ingvar Kamprad
(17 years old)
money from father for studies, but he created a company
1st IKEA advertisements
and mail-order service
local milk van to deliver the products
first IKEA catalog
Furniture showroom opens in Älmhult, Sweden
first big IKEA store opens in Sweden
6,700 square metres
first IKEA restaurant in the IKEA store in Älmhult, Sweden.
IKEA arrives in Germany, Munich
IKEA arrives in France, Paris
factories in 11 countries
sales of IKEA food (€)
in billions €
IKEA = SWEDISHNESS
How does ikea represent sweden?
Names of Cities in Sweden for the coffee tables & bookshelves
IKEA: Brand Identity
Create a better every day life for the many people.
→ Same products for all countries and all stores
→ high value at
You "work" for
you have to pick things up in the store
carry to your car
Location and stores
outside of major cities
making access by bus
Store formats = standardized
three different sizes
→ Look basically in important dimensions :
store layout and design
same service level
= the same shopping experience wherever the store is located
Advertising and promotion
Some anecdotes about ikea - True or false
The catalogue : The core of IKEA’s marketing strategy
70% of the annual marketing budget
A marketing instrument that is unusual for an international retailer
Europe = 80%
IKEA is one of the most successful companies worldwide.
Everyone likes the style, designs and food of IKEA.
The founder is the richest man of Europe and the 4 richest man all over the world.
1. Do you like the style of IKEA?
2. Did you already buy the Billy shelf?
3. Pros and cons ?
What is IKEA?
control of the personnal
scandal: wood of Sibiria &
you "work" for low prices
there isn't always an IKEA near to you
instructions are pictures, not verbal
not too hard to put together
restaurant (shopping and eat)
in a few IKEA stores you can see pictures of dogs you can adopt from an animal shelter
IKEA is preparing a "men care" what means that women can let there men there to go shopping without them (there is a corner with a playstation for men)
the restaurant of IKEA has more success than Starbucks and Vapiano
every 10 seconds IKEA sells an Billy shelf worldwide
IKEA founder is the richest man of Europe
the catalog of 300 pages was printed 212 million times in 2013
the catalog of 2013 exists in 29 languages