IKEA
“IKEA has as a fundamental guiding principle to work in the same way and to be perceived in the same way in every country. This provides operational advantages and makes it possible, so it is argued by senior management, to keep prices low and attractive for as many people as possible” (Steve Burt; Ulf Johansson; Asa Thelander, 2010).
Everyone knows IKEA is a well-known and have a long history multinational furnishing retailer in the world. Its open style show room and shelf display break the traditional sales method. “But if you shop at IKEA, you are no doubt familiar with the hassle and frustration of assembling its flat-pack furniture at home. Millions of customers endure it, for two reasons: IKEA's products are stylish and they are very, very cheap.” (The Economics, 2011)
Which strategies make IKEA build strong in this industry? How IKEA do consumer will choose IKEA as their first choice when they need to decorate their home? What IKEA do for their customer? Does IKEA do well on its brand development and marketing strategy?
The following will through the Customer-based brand equity model, brand identity prism, marketing mix model to justify the company brand development decision and to evaluate the role of marketing mix of the company.
IKEA’s inaugurator, Ingvar Kamprad, started IKEA business in 1943. After 10 years, he opened the first furnishing display room. Nowadays, IKEA owns 298 stores in 26 countries (IKEA, 2013).
IKEA enter global market by two elements which are low price and north European style. At the same time, IKEA emphasizes that ‘Do It Yourself’, and ‘Systematic Purchase’. “To create a better everyday life for the many people” (IKEA, 2013). The goal of IKEA product line design set as ‘all living furnishing product’, product design gear towards the ‘Do It Yourself’ module. The main purpose is to lower the product price, customer bear part of the assemble work, at the same time they can enjoy the fun of assemble.
Except the
Everyone knows IKEA is a well-known and have a long history multinational furnishing retailer in the world. Its open style show room and shelf display break the traditional sales method. “But if you shop at IKEA, you are no doubt familiar with the hassle and frustration of assembling its flat-pack furniture at home. Millions of customers endure it, for two reasons: IKEA's products are stylish and they are very, very cheap.” (The Economics, 2011)
Which strategies make IKEA build strong in this industry? How IKEA do consumer will choose IKEA as their first choice when they need to decorate their home? What IKEA do for their customer? Does IKEA do well on its brand development and marketing strategy?
The following will through the Customer-based brand equity model, brand identity prism, marketing mix model to justify the company brand development decision and to evaluate the role of marketing mix of the company.
IKEA’s inaugurator, Ingvar Kamprad, started IKEA business in 1943. After 10 years, he opened the first furnishing display room. Nowadays, IKEA owns 298 stores in 26 countries (IKEA, 2013).
IKEA enter global market by two elements which are low price and north European style. At the same time, IKEA emphasizes that ‘Do It Yourself’, and ‘Systematic Purchase’. “To create a better everyday life for the many people” (IKEA, 2013). The goal of IKEA product line design set as ‘all living furnishing product’, product design gear towards the ‘Do It Yourself’ module. The main purpose is to lower the product price, customer bear part of the assemble work, at the same time they can enjoy the fun of assemble.
Except the