Open navigation menu
Close suggestions
Search
Search
en
Change Language
Upload
Loading...
Loading...
User Settings
close menu
Welcome to Scribd!
Upload
Read for free
FAQ and support
Language (EN)
Sign in
0 ratings
0% found this document useful (0 votes)
24 views
IKEA Global Case
Uploaded by
Adib Akib
Global marketing
Copyright:
© All Rights Reserved
Available Formats
Download
as PDF or read online from Scribd
Download
Save
Save IKEA Global Case For Later
0%
0% found this document useful, undefined
0%
, undefined
Embed
Share
Print
Report
IKEA Global Case
Uploaded by
Adib Akib
0 ratings
0% found this document useful (0 votes)
24 views
5 pages
Document Information
click to expand document information
Global marketing
Copyright
© © All Rights Reserved
Available Formats
PDF or read online from Scribd
Share this document
Share or Embed Document
Sharing Options
Share on Facebook, opens a new window
Facebook
Share on Twitter, opens a new window
Twitter
Share on LinkedIn, opens a new window
LinkedIn
Share with Email, opens mail client
Email
Copy link
Copy link
Did you find this document useful?
0%
0% found this document useful, Mark this document as useful
0%
0% found this document not useful, Mark this document as not useful
Is this content inappropriate?
Report
Global marketing
Copyright:
© All Rights Reserved
Available Formats
Download
as PDF or read online from Scribd
Download now
Download as pdf
Save
Save IKEA Global Case For Later
0 ratings
0% found this document useful (0 votes)
24 views
5 pages
IKEA Global Case
Uploaded by
Adib Akib
Global marketing
Copyright:
© All Rights Reserved
Available Formats
Download
as PDF or read online from Scribd
Save
Save IKEA Global Case For Later
0%
0% found this document useful, undefined
0%
, undefined
Embed
Share
Print
Report
Download now
Download as pdf
Jump to Page
You are on page 1
of 5
Search inside document
IKEA —_ se wots lget ome fring oe ade Socten SO ars a a oe Sed para bs tin sores ss ed wo wen sso en 2 enn 33 cos Gee Exh Dn See that IKEA wes On, Nery er epras ue vec Meret Denman, Holand hee eu See erercam hares come ia toes Seo anil andthe Unted Kiam, os ete Citar Wns tnd. oe et Seer incident tn lowe oy ous rman Chat Repu, te Used Aa fats ist an ian 1%, flowed ‘ean 9 a rd Maly 8 a al terns ht appeared one cet aoe wt wire ov Te tha pene Bch 200 ad Greece and Israel in 2001 Turkey was added in 2005, Manatee wo sre! ean 26. he en ee canna te nee nt ad a Tete Sunson of ia hae rome se ea nem com th es team expan bs 1 fete Cera, OF he nial ica Sey tun sn 19 Pt cease te Sa pee of come Slowed te gare te 4o bring the IKEA concept 10 as many People 0 Pe ‘We; IKEA officials have said, The company that over 1.1 million people vist its shosems daly. In 205, nearly 454 milion vistors were recorded at IKEA utes The IKEA Concept Ingvar Kamprad, the founder, formulated as IKEA's zs sion to offer a wie varesy of home furnishings OF good design an funtion at pices so low thatthe malocs of people can alford to buy them.” The principal target Inatket of IKEA, which is similar across counties 27 regions in which IKEA has a presence, is composed of people who are young, highly educated, liberal in he ‘Cultural values, white colar workers, and not especial ‘concerned with status symbols, IKEA follows a stndardined product strtezy with 2 universally accepted assortment around. the or Today, IKEA caries an assonment of thousins of & ferent home furnishings that tinge from plas t9 po sols 10 soup spoons, and wine gasses to sallpaper ‘The smaller tems are catied to complement the soe? ones. IKEA has limited manufacturing of is ow Pu Signs all of furniture, The network of subconscious manfaures numbers ney 130 Ia over cou lies. ‘The top five purchasing counsies ae Chins 8 percend, Poland (12 percent), Swen pesven! Aly © percend and Geriany ( percent IKEA strategy i hased on cost leadership seve ‘contract manufacturers, many of whom ares low abo ‘ost counties and close uo rive mite yet aces to logis inks. Extreme Saas gene cite fs ake Hate Hare facturers wih products. Ski yaikers espero ‘woenl—have been contacted to make meal, al Prexlucers of sapernarket cats have bec emt fot ‘Scanned with CamScannerIKEA's International Expansiot 1 1 tw 2 2 own ny 5 384 e NM | $s 2 is a u 202 us 2 395 ns a | seomsestng pe noni sie emi anne ‘wnt, lenin tsa nd | IKEA's Worldwide Sales Expressed as Percentages | of Turnover by Market | Unit Nom Ameren 1% ease tule wis. Hh lume prion of dai tems allows for sic economies of een ‘change for loge conact esse expt ad technical supper ran IKEA, the saplon enufacre CSchnely at hw pes for IKEA IKEA res Sor withthe supe ul ing gens ee toes nt the production and peut fom te ose Males contin at tefoces ey 010 REA wl teed ste tie at ch mato a See Rusia 4 major source of lumber, IKEA ais on nto a major supplice of rished products inthe fe IKEA has acquire some of ts own prediction cre iin te lst Few years, constituting 10 percent tol sles. While new faites were opened in 30g {ati Poland, and Romania to bring the toa munis 3 IKEA plas to have is own production not ex 10 percent, mainly to secure Mex Manufacturers are response foe shipping the cm ponents to lange ditabution centers, for cumple, ental one in Albu, These twelve distbuson een then supply the various stores, which are in ef miniwarchouses IKEA consumers have fo become “prsunes’—at proticers, fal consumen-—because mos pros fave tbe asembled. The inal distribution i the tomer’ responsibly as well. Although IKEA expec tomers 10 be acive paricipanss in the bel proces, it not ig about i. There & 3 "0 foundary”beren sat consumers do fe thems and what IKEA employees will do fer tem. Consans> Save the most by diving to the warehouses these puting the hoxes on the Wolly, fang them 0 fis, diving home, and asembling the fami: IREA cin range to pond thee Semis a change. For example, IREA cooperates wih cf ‘ompnics to offer vans and sal trucks at ese rates for customers neelng delivery service Ati ‘canons ae reaped fo the sz ofthe IKEA ales the blucandyellow bulings average 30000 1 feet (25,000 square meters) i sie. IKEA store 0 Inyting are an caters and ane theese tended 10 prove the valeescekng, cacbore So mer with complete. sopping destination ™E4 ‘Scanned with CamScannerea OFC ue {29 Nm la Rae on ave Covel Desig teachin Sag Seo phepecer poacen ngs oe reset al ations sy ce Sra femurs! he company Specie bares oor dicate wal tet Peace octecr wenn Sune ooo eee SS cece a Ta en ns a Toss tv ental mar eae cet Sot Spencer een of ie thai REA at someone a geal oats che hs ee em itemaa bean eet ee imatao he espns we snersoruser rela. ‘daphive ft IKEA erst think about ers are also suppl and transportation), IKEA's busines and uncer cept. These The IKEA Concept Target Market: "Young people of all ages” Product: Distribution: Pricing: The IKEA conce Promotion: IKEA offers the same products, which are dh ‘The number of cove are 9,50. Each ‘on oiler ste. The core rages the se worldwide Most tem ane to bentened oy oe ‘eustomer. The furtre den moder and ihe |KEA has but its own dation network Outs are oie the cy it major metepe ‘an areas Product are no devered bt IKEA cooperates wth car ealconpinies th Set sal rues, KEA oles mal order n Europe an Canad is based on low pee fr |KEA' promatna rts are many dhrugh ts ctlgs IKEA deep roto ‘communications model dat must be flowed by a sores averting reno ng 8 provocave. Media choices try by marker i i» markets include Hong, Kong and the United Ar Hite. IKEA uses ml emer in Europe and Canada Tat has esse expansion ine the Unite Sats, rail Ines of exp IEA offers pices that are 1h 0 50 percent Inwer than, fully assembled compacting probe a result of langeaqsinity purchasing, Hove verd Ingen, tee heen om in subauban tes, andthe dit yen ppc marketing IKEA's prices el vary ran manket to ta et langely cease tuations nee eng ates ae Aiferences in tation texines, bt pice pontioni Kept as tundardize as pss, IKEA's operating nae ‘hos of approximately 10 percent are amen the best home furnishings as compared to 5 percent 15.0 Petior Pies tmpons and 77 percent at Ta ‘Profit evel hasbeen mtintned sve the ut prices This a sei For example, the Kippan sna ‘ns decreased by 40 percent since 1958. IKEA's promotion is centered on the catal IKEA catalog ie printed in? for 33 counties and has a ‘well over 160 mil u The tedtions in 24 language worldwide circulation of on copies. The catalogs ane uniform in lsyout except for minor” sepional diferences, The ‘company's advertising goal isto generate word-ofmouts Dblicty through innovative approaches, ‘The IKEA ‘concept is summarized in Exhibit IKEA in the Competitive Environment IKEA’ sttetic postioning is unique. As Exubit 5 doe {oles few furniture rales anywhere have eneae Jongterm planning or achieved scale economnne duction. European fi rue retailers, copes ‘Sweden, Switrerland, Germany, rine sealer han IKEA Ben whey c companies have ji inca Swe Sendnan nds wore. sore cries a slcton ote S00 copenng whe ts pieiage consent ‘Scanned with CamScannersae Phang ot Porch Word Pechaing Purcasingin tbe Same Rae Sales Ose arulactng and Salat Ore ronan ataog ver (su 7) forces as buying groups their heterogencous operations have made it dificult fr them to achieve the same de gree of coordination and conceniration as IKEA. Because Eostomers are usually content 10 wait forthe delivery of Furniture, etaiers have not been forced to take purchas ing esks “The value-added dimension differentiates IKEA from sas competion. IKEA offers linted customer assistance but creates opportunites for consumers 10 choose (for ‘example, through informational signage), teansport, and sssemble units of furniture, The best summary of the Competitive sitvation was provided by a manager at an- “therm: "We cant do what IKEA does, and IKEA does- int want to do what we do.” IKEA in the United States ‘After careful study and assessment of is Canadian expe rience, IKEA decided to enter the US. market in 1985 by ‘xtablsing outers on the East Coast and, in 1960, one in Burbank, Calfornia. In 2005, 4 total’ of 26 stores (eleven in the Nonbeas, seven in California, and others {a Anzona, lines, Georga, Texas, and. Washington State) generated sales of over $195 billion, The sores sFumiromn aatna unger Rs Cooperation (onen Gorman SOURCE: ia Mareen ie String en Cre oun ue A Bape Ca Sy Competition in Furniture Retailing, vet eo roe ‘employ 15,000 workers. The overwhelming level of Success in 1987 led the company to invest 3 nate housing facility near Philadelphia that receives gonis ffom Sweden 3 well a8 dec from spl arrd the workd, Plans ell for two t0 three addtoral sors annually over the est 25 years, concentrating ont portheasten United Sates and Cabifornia. The goals 5) US. outlets by 2010. ‘Success today has not come without compromises. you ate going to be the worlds best furnishing cor pany, you have to show you can succeed in Ameri. P= aus there is 30 much to lear here” sid Goo Carstedt, head of Noth American operations. Whereas IKEA's universal appeoach had worked well in Europ, the U.S. matket proved to be different. tr some ce European products conflicted with American tases 208 preferences. For example, IKEA didnot sell matting Fesroom suites that consumers wanted, Riches
You might also like
The Subtle Art of Not Giving a F*ck: A Counterintuitive Approach to Living a Good Life
From Everand
The Subtle Art of Not Giving a F*ck: A Counterintuitive Approach to Living a Good Life
Mark Manson
Rating: 4 out of 5 stars
4/5 (5896)
The Gifts of Imperfection: Let Go of Who You Think You're Supposed to Be and Embrace Who You Are
From Everand
The Gifts of Imperfection: Let Go of Who You Think You're Supposed to Be and Embrace Who You Are
Brené Brown
Rating: 4 out of 5 stars
4/5 (1103)
Principles: Life and Work
From Everand
Principles: Life and Work
Ray Dalio
Rating: 4 out of 5 stars
4/5 (617)
Never Split the Difference: Negotiating As If Your Life Depended On It
From Everand
Never Split the Difference: Negotiating As If Your Life Depended On It
Chris Voss
Rating: 4.5 out of 5 stars
4.5/5 (871)
Sing, Unburied, Sing: A Novel
From Everand
Sing, Unburied, Sing: A Novel
Jesmyn Ward
Rating: 4 out of 5 stars
4/5 (1216)
The Glass Castle: A Memoir
From Everand
The Glass Castle: A Memoir
Jeannette Walls
Rating: 4.5 out of 5 stars
4.5/5 (1732)
Grit: The Power of Passion and Perseverance
From Everand
Grit: The Power of Passion and Perseverance
Angela Duckworth
Rating: 4 out of 5 stars
4/5 (597)
Hidden Figures: The American Dream and the Untold Story of the Black Women Mathematicians Who Helped Win the Space Race
From Everand
Hidden Figures: The American Dream and the Untold Story of the Black Women Mathematicians Who Helped Win the Space Race
Margot Lee Shetterly
Rating: 4 out of 5 stars
4/5 (912)
The Perks of Being a Wallflower
From Everand
The Perks of Being a Wallflower
Stephen Chbosky
Rating: 4.5 out of 5 stars
4.5/5 (2109)
Shoe Dog: A Memoir by the Creator of Nike
From Everand
Shoe Dog: A Memoir by the Creator of Nike
Phil Knight
Rating: 4.5 out of 5 stars
4.5/5 (543)
The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers
From Everand
The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers
Ben Horowitz
Rating: 4.5 out of 5 stars
4.5/5 (352)
Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future
From Everand
Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future
Ashlee Vance
Rating: 4.5 out of 5 stars
4.5/5 (475)
Her Body and Other Parties: Stories
From Everand
Her Body and Other Parties: Stories
Carmen Maria Machado
Rating: 4 out of 5 stars
4/5 (830)
Bad Feminist: Essays
From Everand
Bad Feminist: Essays
Roxane Gay
Rating: 4 out of 5 stars
4/5 (1044)
The Outsider: A Novel
From Everand
The Outsider: A Novel
Stephen King
Rating: 4 out of 5 stars
4/5 (1920)
The Emperor of All Maladies: A Biography of Cancer
From Everand
The Emperor of All Maladies: A Biography of Cancer
Siddhartha Mukherjee
Rating: 4.5 out of 5 stars
4.5/5 (273)
The Little Book of Hygge: Danish Secrets to Happy Living
From Everand
The Little Book of Hygge: Danish Secrets to Happy Living
Meik Wiking
Rating: 3.5 out of 5 stars
3.5/5 (418)
Steve Jobs
From Everand
Steve Jobs
Walter Isaacson
Rating: 4.5 out of 5 stars
4.5/5 (811)
Angela's Ashes: A Memoir
From Everand
Angela's Ashes: A Memoir
Frank McCourt
Rating: 4.5 out of 5 stars
4.5/5 (443)
The Sympathizer: A Novel (Pulitzer Prize for Fiction)
From Everand
The Sympathizer: A Novel (Pulitzer Prize for Fiction)
Viet Thanh Nguyen
Rating: 4.5 out of 5 stars
4.5/5 (122)
Brooklyn: A Novel
From Everand
Brooklyn: A Novel
Colm Toibin
Rating: 3.5 out of 5 stars
3.5/5 (1955)
A Man Called Ove: A Novel
From Everand
A Man Called Ove: A Novel
Fredrik Backman
Rating: 4.5 out of 5 stars
4.5/5 (4849)
The Yellow House: A Memoir (2019 National Book Award Winner)
From Everand
The Yellow House: A Memoir (2019 National Book Award Winner)
Sarah M. Broom
Rating: 4 out of 5 stars
4/5 (99)
The World Is Flat 3.0: A Brief History of the Twenty-first Century
From Everand
The World Is Flat 3.0: A Brief History of the Twenty-first Century
Thomas L. Friedman
Rating: 3.5 out of 5 stars
3.5/5 (2270)
Yes Please
From Everand
Yes Please
Amy Poehler
Rating: 4 out of 5 stars
4/5 (1921)
Devil in the Grove: Thurgood Marshall, the Groveland Boys, and the Dawn of a New America
From Everand
Devil in the Grove: Thurgood Marshall, the Groveland Boys, and the Dawn of a New America
Gilbert King
Rating: 4.5 out of 5 stars
4.5/5 (269)
The Art of Racing in the Rain: A Novel
From Everand
The Art of Racing in the Rain: A Novel
Garth Stein
Rating: 4 out of 5 stars
4/5 (4227)
A Tree Grows in Brooklyn
From Everand
A Tree Grows in Brooklyn
Betty Smith
Rating: 4.5 out of 5 stars
4.5/5 (1933)
The Woman in Cabin 10
From Everand
The Woman in Cabin 10
Ruth Ware
Rating: 3.5 out of 5 stars
3.5/5 (2564)
Team of Rivals: The Political Genius of Abraham Lincoln
From Everand
Team of Rivals: The Political Genius of Abraham Lincoln
Doris Kearns Goodwin
Rating: 4.5 out of 5 stars
4.5/5 (235)
A Heartbreaking Work Of Staggering Genius: A Memoir Based on a True Story
From Everand
A Heartbreaking Work Of Staggering Genius: A Memoir Based on a True Story
Dave Eggers
Rating: 3.5 out of 5 stars
3.5/5 (232)
Wolf Hall: A Novel
From Everand
Wolf Hall: A Novel
Hilary Mantel
Rating: 4 out of 5 stars
4/5 (4002)
Fear: Trump in the White House
From Everand
Fear: Trump in the White House
Bob Woodward
Rating: 3.5 out of 5 stars
3.5/5 (802)
John Adams
From Everand
John Adams
David McCullough
Rating: 4.5 out of 5 stars
4.5/5 (2410)
On Fire: The (Burning) Case for a Green New Deal
From Everand
On Fire: The (Burning) Case for a Green New Deal
Naomi Klein
Rating: 4 out of 5 stars
4/5 (74)
Rise of ISIS: A Threat We Can't Ignore
From Everand
Rise of ISIS: A Threat We Can't Ignore
Jay Sekulow
Rating: 3.5 out of 5 stars
3.5/5 (137)
The Light Between Oceans: A Novel
From Everand
The Light Between Oceans: A Novel
M.L. Stedman
Rating: 4.5 out of 5 stars
4.5/5 (789)
Manhattan Beach: A Novel
From Everand
Manhattan Beach: A Novel
Jennifer Egan
Rating: 3.5 out of 5 stars
3.5/5 (881)
The Constant Gardener: A Novel
From Everand
The Constant Gardener: A Novel
John le Carré
Rating: 3.5 out of 5 stars
3.5/5 (107)
The Unwinding: An Inner History of the New America
From Everand
The Unwinding: An Inner History of the New America
George Packer
Rating: 4 out of 5 stars
4/5 (45)
Function of Financial Market Aassignmnet
Document
11 pages
Function of Financial Market Aassignmnet
Adib Akib
No ratings yet
Green University of Bangladesh: Assignment On
Document
7 pages
Green University of Bangladesh: Assignment On
Adib Akib
No ratings yet
Cost of Debt
Document
2 pages
Cost of Debt
Adib Akib
No ratings yet
Cost Accounting Assignment 2
Document
17 pages
Cost Accounting Assignment 2
Adib Akib
No ratings yet
Green University of Bangladesh: Assignment On
Document
5 pages
Green University of Bangladesh: Assignment On
Adib Akib
No ratings yet
Welcome: S A M Mahfuzul Hoque Department of Business Administration
Document
7 pages
Welcome: S A M Mahfuzul Hoque Department of Business Administration
Adib Akib
No ratings yet
Jurisprudence Assignment PDF
Document
6 pages
Jurisprudence Assignment PDF
Adib Akib
No ratings yet
EAP Midterm Assignment
Document
3 pages
EAP Midterm Assignment
Adib Akib
No ratings yet
Green University of Bangladesh: Assignment On
Document
1 page
Green University of Bangladesh: Assignment On
Adib Akib
No ratings yet
Assignment: Green University of Bangladesh
Document
3 pages
Assignment: Green University of Bangladesh
Adib Akib
No ratings yet
Little Women
From Everand
Little Women
Louisa May Alcott
Rating: 4 out of 5 stars
4/5 (105)