Case Analysis: IKEA. Www.batkartellet.dk/pictures_org/IKEA_maj1996.pdf. Www.actuarisk.be/files/IkeaSite.pdf. Meeting the needs of the consumer - IKEA. “Once upon a time, a long, long time ago we decided that, instead of making furniture for people with fat wallets, we would side with the majority of people instead and offer them a better everyday life.
We decided to offer a wide range of home furnishing items of good design and function, at prices so low the majority of people could afford to buy them.” Ingvar Kamprad. Many successful businesses stem from one simple good idea. Someone with a bit more vision than average spots a gap in the market. He or she notices that existing producers are failing to provide the benefits that consumers are really looking for.
This case study focuses on a particularly successful business idea which resulted in the foundation of IKEA, one of the largest home furnishing companies in the world. The IKEA store. Eee2013. Ikea Furnishings" The world of Ikea furnishings is filled with names like Aneboda, Akurum and Anordna.
But consumers seem to care less what the products are called (most are named after Swedish towns) and more about how much they cost. With couches retailing for $399, wine glasses going for $2.99 for a pack of six and desks selling for $69, Ikea furniture is a beacon for bargain hunters. Ikea's furnishings come in a range of styles and colors, but the products are generally known for a sleek, minimalist look. In creating these items, Ikea comes up with a price tag first. The designer is told that a chair must sell for $200, and it's the designer's job to meet that goal. The furniture comes to the store in flat packs that are cheaper to transport. Ikea also keeps costs low by using minimal staff in the stores, but sometimes the cost just depends on the location.
Does all this talk about affordable furniture make you want to take a little shopping trip? IKEA Rocks: εδώ βρίσκεται το γιατί! Τον τελευταίο καιρό η ΙΚΕΑ μας εκπλήσσει ευχάριστα με διάφορες πετυχημένες ενέργειες: όμορφους καταλόγους, έξυπνες διαφημίσεις όπως αυτή με τις μουσικές μαριονέτες, προσφορές, ανανεωμένες συλλογές κ.ο.κ.
Με ένα facebook group, σχεδόν 100.000 fans, 100 καλεσμένους και ΙΚΕΑ Sleepover ήρθε η στιγμή να σηκώσουμε τα χέρια ψηλά και να φωνάξουμε "ΙΚΕΑ Rocks! " Γιατί τα ΙΚΕΑ είναι ασυναγώνιστα… Τα καταστήματα ΙΚΕΑ, σουηδικής προέλευσης, έφτασαν τα 332 σε 40 περίπου χώρες στον κόσμο.
Κατά το 2011, οι πωλήσεις της μεγαλύτερης εταιρείας λιανικής πώλησης επίπλων ανήλθαν στα 24,7 δισ. ευρώ, παρουσιάζοντας αύξηση 6,9% από το προηγούμενο έτος, ενώ τα καθαρά της κέρδη αυξήθηκαν κατά 10,3% φτάνοντας τα 2,97 δισ. ευρώ ($ 3,85 δισ.) έναντι 2,69 δισ. το 2010. Οι πωλήσεις της εταιρείας αυξήθηκαν σε όλες σχεδόν τις χώρες με τα μεγαλύτερα κέρδη να παρουσιάζονται στη Ρωσία, την Κίνα και την Πολωνία, ενώ σύμφωνα με τις δηλώσεις των ανωτάτων στελεχών της εταιρείας, έχει κερδίσει μερίδια αγοράς στις περισσότερες χώρες που δραστηριοποιείται, απασχολώντας 131.000 άτομα.
Η εταιρεία είναι γνωστή για την προσοχή που δίνει στον έλεγχο του κόστους, τα λειτουργικά χαρακτηριστικά και τη συνεχή ανάπτυξη των προϊόντων της, που της επέτρεψαν μια μείωση τιμών κατά μέσο όρο από 2% έως 3% κατά τη διάρκεια της τελευταίας δεκαετίας, συνεχίζοντας την παγκόσμια επέκτασή της. Furniture shops: The secret of IKEA's success. IKEA Admits Sustainability a 'Never-Ending Job' (Part I) Photo via 2010 online catalog @ www.ikea.com.
The news: When IKEA launches its massive glossy 2010 catalog next week, an in-house ad spread nestled at the back also announces the company's latest effort at either massive PR or a new era in showcasing sustainability, depending on your point of view. The company that stands for low-price furniture and flat packs admits that the quest for sustainability is a 'never-ending job' (which certainly seems true in today's business paradigm).
IKEA also has debuted a 'never-ending list' of some of the surprising and far-reaching steps it has taken. However, and unfortunately, IKEA (typically) approaches its communications regarding sustainability with a backward glance rather than any forward momentum. Never-ending list - it's all old news We can always find plenty about which to attack IKEA, the Wal-Mart of the furniture world. Work ikea. Career Center. Navigation Career Center Opportunity to be more than an employee Already a partner?
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Our business idea. What we offer. Co-worker stories. Jobs available. The IKEA version of the Oval Office. In January 2009, IKEA wanted to elevate the status of its Washington, D.C. area stores after making significant local renovations, upgrades, and customer service enhancements.
The communications goal was simple: to reintroduce the IKEA concept and stores to the D.C. area through a campaign that generates buzz and awareness and revive the enthusiasm and excitement Washingtonians feel for IKEA. Coincidently, these positive adjustments to the IKEA D.C. area stores came at a time of “Change” for D.C., which led to the concept of the “Embrace Change ’09″ Campaign developed by agency partner Deutsch NY and publicized internationally by the MWW Group Consumer Lifestyle Marketing team. How the promotion developed from concept to implementation To garner attention for the message and give it cultural relevance, we chose to physically demonstrate what it was to “embrace change” using the incoming President as both inspiration and illustration.