IKEA
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Transcript of IKEA
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IKEA
Rebecca Fackrell
James Lee
Kellen Huddleston
BA 495
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Introduction to IKEA
History IKEA was founded in Switzerland in 1943 by
Ingvar Kamprad at the age of 17. During the 1980’s IKEA expands into new
markets such as USA, Italy, France and the UK. New brands and sections introduced during the
1990’s Continued growth into 2000
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IKEA Today…
Opened 21 new stores in 2008253 stores in 24 countries as of August
2008
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Competition
More modern furniture stores Target Design Within Reach Pier One Imports
Home Depot
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Target Market
Lower/ middle income familiesCollege studentsFirst time home buyersRecently going after small businesses
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Advertising
Multiple campaigns over the years, most banned in the US
-“Tidy Up”-New Socially Friendly Ad’s
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Store Layout
Like a Maze….Designed to simulate walking through a
home
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SWOT-Strengths
IKEA has strong international brand recognition and a well-developed demographic
The IKEA business model is unique, and IKEA differentiates itself from its competitors by being the low cost provider.
IKEA has mastered the art of selling designer ‘looking’ products at mass marketing prices (utilizing economies of scale).
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SWOT-Weakness
Even though IKEA is recognized internationally, it is largely dependent on its foreign (European) markets.
Low level of customer service. Each store requires extremely large real estate
ventures. IKEA’s movement into E-commerce with its new
campaign may take away customer’s need to visit stores. Thus, reducing the effect of their displays directed at causing impulse buys.
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SWOT-Opportunities
IKEA is still fairly small in the US and has great market potential here, which they are trying to tap with their ‘America at Home’ campaign.
IKEA, teaming up with AOL in an effort to venture into E-commerce, may increase the frequency of customer purchases and lead to new growth opportunities.
IKEA may think about looking into smaller stores, concentrated in specific areas (like Macy’s Home Store, etc.).
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SWOT-Threats
Mainstream retailers like Wal-Mart and Target are beginning to mirror the model of low cost flat packed furniture.
With commodity markets rising, raw materials and shipping costs are increasing significantly.
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Questions?
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Sources
IKEA Layout http://design-crisis.com/?p=311 Everything’s better in an IKEA kitchen http://www.youtube.com/watch?v=zBjd5gOdeCk&feature=player_embedded Tidy up! http://www.youtube.com/watch?v=WzMuax75s3M Facts and Figures 2008 http://www.ikea.com/ms/en_US/about_ikea_new/about/read_our_materials/FF08GB.pdf Target Market http://www.brandchannel.com/features_profile.asp?pr_id=138 Competitors http://www.businessweek.com/magazine/content/05_46/b3959001.htm History http://www.ikea.com/ms/en_US/about_ikea_new/about/history/index.html IKEA – America at Home www.ikea.com/ms/en.../home_campaign/americaathome.html IKEA US Selects AOL Advertising for Company`s Display Advertising Campaign
http://www.reuters.com/article/pressRelease/idUS90426+21-Sep-2009+BW20090921