Company’s Background IKEA is a Swedish company which sells affordable furniture and is famous for their D.I.Y furniture. They are the largest furniture retailer in the world and currently operates in 38 countries with a total of 332 stores. IKEA’s concept is to make use of unwanted woods and transform them into useful furniture‚ resulting in an affordable yet stylish product. They are also well known for their delicious food served in their restaurant which is located in their store. Ingka Holding
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BSB20123-7 Written Examination Stimulus Material Case Study – IKEA About IKEA Since its 1943 founding in Sweden‚ IKEA has offered home furnishings and accessories of good design and function at low prices so the majority of the people can afford them. IKEA’s vision is to: “Create a better everyday life for the many people” Its business idea is "To offer a wide range of well designed‚ functional home furnishing products at prices so low that as many people as possible will be able to afford them" The IKEA
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IKEA Christopher A. Bartlett and Ashish Nanda With a 1988 too much by attempting major new market entries simultaneously in two European countries (United Kingdom and Italy)‚ the United States‚ and several Eastern bloc countries. Finally‚ there was widespread concern about the future of the company without its founder‚ strategic architect‚ and cultural guru‚ Ingvar Kamprad. IKEA BACKGROUND AND HISTORY In 1989‚ furniture retailing worldwide was a fragmented industry in which small
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it is known around the world for its stylish‚ quality‚ and low-cost furniture and home furnishings. Based in Sweden‚ IKEA’s stores have a strategy of operational excellence in productions‚ supply chain operations and marketing. IKEA wants to penetrate the US market but the US market is a different market and IKEA would have to adapt to penetrate such a market. We will examine IKEA’s competitive advantages and look how it should go about penetrating the US market. We will look at strategic alternatives
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highest quality and products with many functions inside. Therefore‚ its business idea is "To offer a wide range of well designed‚ functional home furnishing products at prices so low that as many people as possible will be able to afford them". Today IKEA’s product range consists of 9‚500 home furnishing articles‚ designed to be functional and good looking but at a low price. Each item is developed by IKEA of Sweden‚ which is also responsible for giving each product its unique name‚ such as BILLY and
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and related influences. Fancy a bit of a change in life? Why not pop down to IKEA and order yourself a Boklok‚ a Faktum‚ a Nutig‚ a Leksvik and a Brunskära; everything you need for a good night sleep and breakfast in the morning. To translate from IKEA’s language to English‚ you would have ordered a flat-pack house‚ a flat-pack kitchen‚ a fridge‚ a flat-pack bed and a tightly compressed quilt; all for under £120‚000 (boklok.co.uk & IKEA.co.uk‚ 2008). IKEA‚ the Swedish furniture giant offer their consumers
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Johnson‚ Gerry; Scholes‚ Kevan & Whittington‚ Richard & IKEA: how the Swedish retailer became a global cult brand Johnson‚ Gerry; Scholes‚ Kevan & Whittington‚ Richard &‚ (2008) "IKEA: how the Swedish retailer became a global cult brand" from Johnson‚ Gerry; Scholes‚ Kevan & Whittington‚ Richard &‚ Exploring corporate strategy : text & cases pp.708-711‚ Harlow: Financial Times Prentice Hall © Staff and students of Edinburgh Napier University are reminded that copyright subsists in this extract
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countries. IKEA stores include restaurants and café’s serving typical Swedish food. They also have small food shops selling Swedish groceries‚ everything from the famous meatballs to jam. 2. Analysis of current situation Current mission: IKEA’S mission is to offer a wide range of home furnishing items of good design and function‚ excellent quality and durability‚ at prices so low that the majority of people can afford to buy them. They aim to attract customers who are looking for quality
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the IKEA concept. Everyone is their target market. The simple design and packaging allows them to save money on manufacturing and distribution. Wide range of products is available in all IKEA stores and customers can make their order online through IKEA’s
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eco-friendly interior design. 2.3 SUPPLEMENTARY SERVICES As an augment to the core product‚ IKEA has their own Restaurant‚ Food Market and Småland to help facilitate their Furniture Store and to help enhance their value and appeal. IKEA’s restaurant and food market both serves traditional Swedish food‚ for example their famous Sweden meatball. After a long day shopping for furniture‚ customers can head to the Restaurant (usually at the entrance of the store) to grab a bite. They can
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