Patty Brantley Amanda Randall Hien Nguyen. The IKEA Vision The IKEA vision is to create a better...
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Transcript of Patty Brantley Amanda Randall Hien Nguyen. The IKEA Vision The IKEA vision is to create a better...
![Page 1: Patty Brantley Amanda Randall Hien Nguyen. The IKEA Vision The IKEA vision is to create a better everyday life for the many people. We make this possible.](https://reader035.fdocuments.us/reader035/viewer/2022070306/551a051b55034619378b4a65/html5/thumbnails/1.jpg)
Patty Brantley
Amanda Randall
Hien Nguyen
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The IKEA Vision
• “The IKEA vision is to create a better everyday life for the many people. We make this possible by offering 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.”
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Location
Seattle, WA601 SW 41st St.
Renton, WA 98057
store hours
Mon-Fri 10am-10pm
Saturday 9am-10pm
Sunday 9am-9pm
Portland, ORNear the Portland Airport
opening in Spring 2007!
-280,000 square-foot
-approximately 1,200 parking spaces
-feature four model homes
-50 room settings
-supervised children’s play area
-250-seat restaurant serving Swedish specialties
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History
• 1943 IKEA is founded by Ingvar Kamprad.
• Swedish retailer • 1955 IKEA begins designing its own furniture. • 1985 The first IKEA store opens in the USA. • 1993 IKEA reaches 114 stores in 25 countries.
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*Company Motto:“Affordable Solutions for Better Living”
*The IKEA group has 90,000 co-workers and
operates in 44 countries.
*World’s leading home
furnishings retailer
*Low-cost home products
*Assembled products by the consumer
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$$$
• sales by region Asia + Australia 3 % North America 16 % Europe 81 %
• top 5 sales countries Germany 19 %USA 11 %United Kingdom 11 %France 9 %Sweden 8 %
Sales for the IKEA Group for the financial year 2004 (1 September 2004 - 31 August 2005
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Ikea & the Environment
• Use of wood-recyclable, biodegradable and renewable material
• Select wood that is from verified, well-managed forests that have been certified
• Free disposal of light bulbs• Minimize costs by reducing wastes-saving raw material,
energy and other resources• Selecting the right environmental friendly products• Use leftover material from one product to another• Employees are “environmental co-ordinators” working in
different ways to increase environmental awareness
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Outlook for 2007
• The Ikea group plans to focus on the following issues for 2007:– Reduced Prices
– Continued Quality assurance at all levels
– Expansion
– Continued focus on environmental and social issues
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Customer Service• Restaurant in store
– IKEA exit bistro– Swede Shop– IKEA Restaurant
• Child Care– Supervised Playroom– Baby Care Room– Food Warming Facilities– Children’s Meals
• Design Advice– Office Planning– Kitchen Planning– Home Furnishing Advice
• Store Atmosphere– Easily Located Products– Browse through showrooms and try out
products– Delivery Services available or take
home products immediately
• Company Website– Ask Anna– Product Recall Information– IKEA Recycling Information– Online room planners – Store Locator
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Marketing Mix
• Product– Everything for the home
– Kitchens, bathrooms, sofas, chairs, beds and textiles, rugs, floors, lamps, plants, and everything in between
– Displayed to show design possibilities with IKEA products
– Assembled by the customer
• Place/Distribution– Merchandise sold in 254 Free
Standing IKEA stores in over 44 countries as well as on the internet
– Exclusive distribution plan
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enlarge image
Marketing Mix• Promotion
– THE IKEA CATALOGUE is the most important marketing channel. 2007’s catalogue was printed in 175 million copies in 55 editions and 27 languages.
– Other promotions include their seasonal sales, internet deals and television advertisements
– IKEA Credit Card
• Price– Low to moderate pricing depending on item– Prices range from $9-$19.99 for simple lamps to over $4,000 for complete rooms
Swivel Chair $129.00
Leather Sofa $999.00
Chandelier $69.99
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Target Market
• Diverse group of men and women
• Age : 25-45• $35,000-$65,000• Located in Major
Cities in the US as well as Internationally
• Creative Inspiration and DIY
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Competition
• Intratype Competition– Crate and Barrel
– Pier 1
– Pottery Barn
– Furniture retailers utilizing similar store layouts
• M.Jacobs
• Ashley’s Home Furnishings
• Ethan Allen
• Intertype Competition– Home Improvement Stores
• Home Depot
• Jerry’s
– Department Store’s
• Meier & Frank
• Macy’s
– Discount Retailers
• Wal-Mart
• Fred Meyers
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Store layoutStore layout
• Original design – warehouse on the lower levels– Showroom and marketplace upper levels
• One way layout- leads customers along the long natural wayLoop layout
• Sequence involves:– Furniture Showrooms– Housewares (market-hall)– Warehouse (self serve)
Tour of IKEA
Which arrive at the cashier’s station to make payment
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Ikea Includes
*Restaurants – Swedish food
• Meatballs – Local cuisine
*Interactive Website
*Catalog
• Normally at one place in the store where there are large windows.
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Works Cited
• Ikea. Com
• http://en.wikipedia.org/wiki/IKEA
• www.answers.com/topic/ikea
• www.youtube.com/watch?v=TDoWr9NdtOw