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Referat - IKEA - Englisch

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Marina Preyssat

on 18 May 2015

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Transcript of Referat - IKEA - Englisch

AGENDA
What is IKEA?
History
COMPANY OVERVIEW
Some figures..
Strategies
Thank you for your attention
AND YOUR PARTICIPATION!

Welker Natalie & Preyssat Marina
DFHI BW - SS 2015 - English

Sources
Discussion
the world’s biggest furniture retail company

... which designs & offers furniture, appliances and home accessories.
modern/stylish architectural designs
I

K

E

A
ngvar
amprad
lmtaryd
(the farm where he lived)
gunnaryd
(his hometown in Småland, south Sweden)
Europe

North America

Asia

Russia

Australia
222

51

23

14

5
1943
founded by Ingvar Kamprad
(17 years old)
money from father for studies, but he created a company
1945
1st IKEA advertisements
and mail-order service
local milk van to deliver the products
1951
first IKEA catalog
1953
Furniture showroom opens in Älmhult, Sweden

1958
first big IKEA store opens in Sweden
in Älmhult
6,700 square metres

1960
first IKEA restaurant in the IKEA store in Älmhult, Sweden.
1979
IKEA arrives in Germany, Munich
1981
IKEA arrives in France, Paris
sales (€)

products

app download

co-workers overall

factories in 11 countries

printed catalogues

sales of IKEA food (€)

in billions €
9.7M

151000

28.5B

9500

212M

1.4B

44

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.
The Products
→ Same products for all countries and all stores



→ high value at
low
price
You "work" for
low prices!
you have to pick things up in the store
carry to your car
take home
assemble yourself
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
color
same service level
etc...

= the same shopping experience wherever the store is located
Advertising and promotion
Conclusion
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

27 languages
30 countries
200M copies


→ Standardization
Europe = 80%
The App
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 ?
http://www.wiwo.de/unternehmen/handel/skurrile-fakten-was-sie-noch-nicht-ueber-ikea-wussten/10174736.html
ikea.com
1954
1967
1983
True FALSE




True FALSE

True FALSE





What is IKEA?
History
Strategy
Discussion

control of the personnal
poor payment
scandal: wood of Sibiria &
illegal deforestation
you "work" for low prices
there isn't always an IKEA near to you
instructions are pictures, not verbal
low quality
PROS
CONS
not too hard to put together
cheap
modern
nice designs
large selection
restaurant (shopping and eat)
child care
True FALSE
True FALSE
True FALSE
True FALSE
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
Full transcript