Ikea- the Global Retailer Questions

IKEA – THE GLOBAL RETAILER IKEA may be the world’s most successful global retailer. Established by Ingvar Kamprad in Sweden in 1943 when he was just 17 years old, today the homefurnishing superstore has grown into a global cult brand with 230 stores in 33 countries that host 410 million shoppers a year and generate sales of €14.8 billion (±R141 billion). Kamprad himself, who still owns the private company, is rumoured to be the world’s richest man. IKEA’S target market is the global middle class who is looking for low-priced but attractively designed furniture and household items. The company applies the same basic formula worldwide. Open large warehouse stores festooned in the blue and yellow colours of the Swedish flag that offer 8 000 to 10 000 items, from kitchen cabinets to candlesticks. Use wacky promotions to drive traffic into the stores. Configure the interior of the stores so that customers have to pass through each department to get to the checkout. Add restaurants and childcare facilities so that shoppers stay as long as possible. Price the items as low as possible. Make sure that product design reflects the simple clean Swedish lines that have become IKEA’s trademark. And then watch the results – customers who enter the store planning to buy a R280 coffee table end up spending R3 500 on everything from storage units to kitchenware.

IKEA – DIE WÊRELDWYE KLEINHANDELAAR IKEA is moontlik die wêreld se suksesvolste wêreldwye kleinhandelaar. Hierdie huismeubileringsuperwinkel wat in 1943 deur Ingvar Kamprad van Swede gevestig is toe hy net 17 jaar oud was, het vandag tot ’n wêreldwye kultushandelsnaam met 230 winkels in 33 lande ontwikkel wat 410 miljoen kopers ’n jaar hanteer en verkope van €14.8 miljard (±R141 miljard) genereer. Kamprad, wat nog steeds die private maatskappy besit, is na bewering die wêreld se rykste man. IKEA se teikenmark is die wêreldwye middelklas wat aantreklik ontwerpte meubels en huishoudelike items wat laag geprys is, wil hê.