Ikea history and business strategy
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Martina Rucco PittaccioCS110Professor ScaramastraFinal project
IKEA HISTORY AND BUSINESS STRATEGY
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INDEX Introduction & History
IKEA’s LayoutCompany Analysis - S.W.O.TIndustry Analysis
IKEA’S Competitors1. USA2. CHINA3. FRANCE
Environmental Awareness
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HISTORY OF IKEA
1943 IKEA was founded by Ingvar Kamprad
1951 The first catalog was published
1958 The first IKEA store opens in Sweden
1963 IKEA arrived in Europe
1985 IKEA arrived in USA
1990 The first environmental policy
1997 IKEA website & Children’s IKEA
1998 IKEA arrived in China
2001 IKEA rail
2002/2006IKEA increased 50% of sales
2007/2009 IKEA riched1000000 custumers
2010/2014 IKEA hired 20.000 people
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INTRODUCTION AND CURIOSITIESAcronym- I (Ingvar)-Founder’s first name K (Kamprad)-Founder’s last name E (Elmtaryd)-Farm where he grew up A (Agunnaryd)-Home villageLogo- Blue & Yellow; The colors of Swedish National Flag.
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COMPANY ANALYSIS- S.W.O.T.StrengthsStrong brand recognition Various operationsEstablishedVertical integrationProduct differentiation
Weaknesses
Dependency on Europe (Number of shops in Europe)
Recalls on IKEA products
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S.W.O.T.Opportunities
1. Online retail shopping2. Expansion3. Electrical market
Threats
1. Competition
2. Increases in steel prices4. Swedish food market
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INDUSTRY ANALYSIS Balance sheet of 2013/4 – approximately increase of 13%Future trends:
- Internet vs. Stores- TV monitor
Global issues: - Furniture Stores take too much space- Products’ Names
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IKEA’S COMPETITORSo U.S. Competitor: Euromarket Design, Crate and Barrel
o France Competitor: Conforama
o China Competitor: Qingdao BOFA Furniture Company Limited
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IKEA IN UNITED STATES1. 34 current IKEA locations
2. Adding additional 3 locations soon
3. Original IKEA in Philadelphia in 1985
4. On Fortune 100 Best Companies to Work For
IKEA SHOPS IN USA
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IKEA in China•4 stores
Consumers•Price•Services•Materials
Competitors
•B&Q
•HomeDepot
•Illinois
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IKEA IN FRANCE
I. IKEA: a fashion brandII. A unique experienceIII. Convenient services
For more info click hereBegin With IKEA Commercial
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ENVIRONMENTAL AWARENESS
LED Lighting
Energy-saving appliances
Water-saving Taps
IKEA and WWF
IKEA Soft Toy Campaign Charging for plastic bags