Perfomance
ASSIGNMENT
Strategic Marketing Management Case Study on
IKEA
(Live your life. Love your home)
Home furnishing and furnitures retailer
Name: Tabassum Ejaz (354)
Course: Strategic Marketing management
Instructor: Sir Mubasher Sandeela
Dated: 17th February 2013
Source: Global Perspectives: Case Study: How IKEA of Sweden Got to India
IKEA Introduction
In 1943, IKEA was founded by Ingvar Kamprad. It is a World's leading home furnishings and largest furniture retailer based in Sweden. IKEA numbers 1,04,000 employees in 267 stores in 45 countries.
Ingvar Kamprad, believes that: "Most things still remain to be done. Time is your most important asset. Split your life into10-minute units and sacrifice as few as possible to futurities" (Mclvor, Laurance,1994: 38).
The corporate culture of IKEA is built upon this philosophy all the way from design teams to suppliers and to the customer. A continuous strife for improvement in all areas of the value chain is an effective way to shape the industry to better fit IKEA's future strategies. Due to the uniqueness of IKEA's strategic positioning, being the largest competitor in its field, the firm has the advantage of setting the phase of the industry.
Bureaucracy is fought at all levels in the organization. Kamprad believes that "simplicity and common sense should characterize planning and strategic direction" (Bartlett et Al, 1993: 78).In addition, the culture emphasizes efficiency and low cost which is not to be achieved on the expense of quality or service. Symbolic policies such as only flying economy class and stay at economical hotels, employing young executives and sponsoring university programs have made cost part of corporate culture and has further inspired the influx of entrepreneurship into the organization.
Where are they now?
5 C ANALYSIS
COMPANY
Product Line * Kitchen ware * Dinning * Living room * Bedroom * Hallway * Bathroom & Laundry * Small
Strategic Marketing Management Case Study on
IKEA
(Live your life. Love your home)
Home furnishing and furnitures retailer
Name: Tabassum Ejaz (354)
Course: Strategic Marketing management
Instructor: Sir Mubasher Sandeela
Dated: 17th February 2013
Source: Global Perspectives: Case Study: How IKEA of Sweden Got to India
IKEA Introduction
In 1943, IKEA was founded by Ingvar Kamprad. It is a World's leading home furnishings and largest furniture retailer based in Sweden. IKEA numbers 1,04,000 employees in 267 stores in 45 countries.
Ingvar Kamprad, believes that: "Most things still remain to be done. Time is your most important asset. Split your life into10-minute units and sacrifice as few as possible to futurities" (Mclvor, Laurance,1994: 38).
The corporate culture of IKEA is built upon this philosophy all the way from design teams to suppliers and to the customer. A continuous strife for improvement in all areas of the value chain is an effective way to shape the industry to better fit IKEA's future strategies. Due to the uniqueness of IKEA's strategic positioning, being the largest competitor in its field, the firm has the advantage of setting the phase of the industry.
Bureaucracy is fought at all levels in the organization. Kamprad believes that "simplicity and common sense should characterize planning and strategic direction" (Bartlett et Al, 1993: 78).In addition, the culture emphasizes efficiency and low cost which is not to be achieved on the expense of quality or service. Symbolic policies such as only flying economy class and stay at economical hotels, employing young executives and sponsoring university programs have made cost part of corporate culture and has further inspired the influx of entrepreneurship into the organization.
Where are they now?
5 C ANALYSIS
COMPANY
Product Line * Kitchen ware * Dinning * Living room * Bedroom * Hallway * Bathroom & Laundry * Small