1. 1. SINAN KOSEOGLU - ESAT ESK PROJECT DATE CLIENT 18.05.15 IKEA CASE STUDY
2. 2. ABOUT IKEA IKEA IS AN INTERNATIONAL HOME PRODUCTS RETAILER THAT SELLS FLAT PACK FURNITURE, ACCESSORIES, BATHROOM AND KITCHEN ITEMS IN THEIR RETAIL STORES AROUND THE WORLD. THE COMPANY WHICH WAS THE FIRST TO HAVE FLAT-PACK DESIGN FURNITURE AT REASONABLE PRICES, IS NOW THE WORLDS BIGGEST FURNITURE RETAILER.
3. 3. IKEA WAS ESTABLISHED IN 1943 BY INGVAR KAMPRAD IN SWEDEN,SURPRISINGLY HE WAS ONLY 17 YEARS OLD, AND IT IS OWNED BY A DUTCH REGISTERED FOUNDATION CONTROLLED BY THE KAMPRAD FAMILY. THE COMPANY THAT WAS ORIGINATED IN SMALAND, SWEDEN, DISTRIBUTES ITS PRODUCTS THROUGH ITS RETAIL OUTLETS. AS OF DECEMBER 2014, IKEA OWNS AND OPERATES 351 STORES IN 46 COUNTRIES, MOST OF THEM IN EUROPE, NORTH AMERICA, ASIA AND AUSTRALIA. ABOUT IKEA
4. 4. HISTORY INGVAR KAMPRAD FOUNDED IKEA IN 1943 AS A MOSTLY MAIL-ORDER SALES BUSINESS. IT BEGAN TO SELL FURNITURE FIVE YEARS LATER. THE IKEA CONCEPT BEGAN WHEN INGVAR KAMPRAD, AN ENTREPRENEUR FROM THE SMLAND PROVINCE IN SOUTHERN SWEDEN, HAD AN INNOVATIVE IDEA
5. 5. HISTORY IN SMLAND, ALTHOUGH THE SOIL IS THIN AND POOR, THE PEOPLE HAVE A REPUTATION FOR WORKING HARD, LIVING BARELY AND TRYING TO MAKE THE MOST OUT OF LIMITED RESOURCES. SO WHEN INGVAR STARTED HIS FURNITURE BUSINESS IN THE LATE 1940S, HE APPLIED THE LESSONS HE LEARNED IN SMLAND TO THE HOME FURNISHINGS MARKET. INGVAR'S INNOVATIVE IDEA WAS TO OFFER HOME FURNISHING PRODUCTS OF GOOD FUNCTION AND DESIGN AT PRICES MUCH LOWER THAN COMPETITORS BY USING SIMPLE COST-CUTTING SOLUTIONS THAT DID NOT AFFECT THE QUALITY OF PRODUCTS. INGVAR USED EVERY OPPORTUNITY TO REDUCE COSTS, AND HE SCRAPED AND SAVED IN EVERY WAY POSSIBLE - EXCEPT ON IDEAS AND QUALITY.
6. 6. HISTORY THE NAME IKEA COMES FROM THE INITIALS OF INGVAR KAMPRAD, I AND K, PLUS THE FIRST LETTERS OF ELMTARYD AND AGUNNARYD, WHICH ARE THE NAMES OF THE FARM AND VILLAGE WHERE HE GREW UP.
7. 7. MASTER SLIDE IKEA
8. 8. Birth of Flat-Pack Idea IN 1956 AN EMPLOYEE HAD TROUBLE LOADING A TABLE INTO A CAR FOR DELIVERY. THE SOLUTION WAS TO TAKE OFF THE LEGS AND MAKE THE PARTS PACK-FLAT
9. 9. VISION AND MISSON
10. 10. BRAND ELEMENTS SIMPLE AND BOLD TEXT SHAPE LOGO COLORS ARE THE SAME YELLOW AND BLUE NATIONAL COLORS OF SWEDEN FLAG, THE BIRTHPLACE OF THE ITS FOUNDER SIMPLICITY IS REFLECTED IN THE PRODUCTS SOLD AT IKEA - SIMPLE IN DESIGN BUT ATTRACTIVE IN VISUAL
11. 11. ATTRIBUTES AFFORDABLE DO-IT-YOURSELF WELL-DESIGNED, FUNCTIONAL PRODUCTS INNOVATIVE ENTIRE FAMILY-FRIENDLY
12. 12. OBJECTIVES TO PRODUCE CHEAP AND AFFORDABLE PRODUCT FOR THE PUBLIC/CUSTOMERS BETTER LIFE FOR THOSE WHO CANT AFFORD EXPENSIVE PRODUCTS. ENSURE THE CUSTOMER FINDS WHAT THEY ARE LLOKING FOR IN STORE.
13. 13. IKEA CONCEPT LOW PRICE FUNCTION DESIGN
14. 14. HOW WE WORK
15. 15. IKEA STORE LOCATION DESIGN PRODUCTS PURCHASE FLOW
16. 16. LOCATION THE VAST MAJORITY OF IKEA STORES ARE LOCATED OUTSIDE OF CITY CENTRES, PRIMARILY BECAUSE OF LAND COST AND TRAFFIC ACCESS. SEVERAL SMALLER STORE FORMATS HAVE BEEN UNSUCCESSFULLY TESTED IN THE PAST
17. 17. DESIGN
18. 18. DESIGN
19. 19. PRODUCTS MUCH OF IKEA'S FURNITURE IS DESIGNED TO BE ASSEMBLED BY THE CONSUMER RATHER THAN BEING SOLD PRE-ASSEMBLED.
20. 20. PRODUCT NAMES ALL IKEA PRODUCTS SOLD AT THE IKEA STORE AND ONLINE ARE NAMED WITH A SINGLE WORD TO MAKE THE NAMES EASIER TO REMEMBER. FOR EXAMPLE; DUKTIG (MEANING: GOOD, WELL-BEHAVED) IS A LINE OF CHILDREN'S TOYS, OSLO IS A NAME OF A BED, BILLY (A SWEDISH MASCULINE NAME) IS A POPULAR SHELF
21. 21. PURCHASE FLOW
22. 22. BOOKBOOK
23. 23. CATALOGUE
24. 24. FOOD&FURNITURE? 150 MILLION MEATBALLS IN A YEAR $2 BILLION REVENUE
25. 25. IKEA FAMILY LIFETIME MEMBERSHIP $AVE WITH MEMBER PRICES ON SELECTED PRODUCTS EARN BONUS POINTS FOR STORE VOUCHERS
26. 26. IKEA FAMILY GET 3X BONUS POINTS ON YOUR BIRTHDAY MONTH ENJOY 2 FREE COFFEE/TEA WITH EACH VISIT $AVE UP TO 30% ON FAMILY MEALS & EVENTS AT THE RESTAURANT BE INVITED TO MEMBER-ONLY EVENTS GET INSPIRED AND FIRST-HAND INFORMATION WITH 3 NEWSLETTERS PER YEAR
27. 27. IKEA IN NUMBERS
28. 28. IKEA IN NUMBERS
29. 29. SWOT ANALYSIS
30. 30. CONCLUSION
31. 31. THANKS FOR WATCHING