IKEA Strategic Marketing Management Essay Sample

9 September 2017

In 1943. IKEA was founded by Ingvar Kamprad. It is a World’s prima place trappingss and largest furniture retail merchant based in Sweden. IKEA Numberss 1. 04. 000 employees in 267 shops in 45 states.

Ingvar Kamprad. believes that: “Most things still remain to be done. Time is your most of import plus. Divide your life into10-minute units and forfeit every bit few as possible to futurities” ( Mclvor. Laurance. 1994: 38 ) .

The corporate civilization of IKEA is built upon this doctrine all the manner from design squads to providers and to the client. A uninterrupted discord for betterment in all countries of the value concatenation is an effectual manner to determine the industry to better fit IKEA’s hereafter schemes. Due to the singularity of IKEA’s strategic placement. being the largest rival in its field. the house has the advantage of puting the stage of the industry.

Bureaucracy is fought at all degrees in the organisation. Kamprad believes that “simplicity and common sense should qualify planning and strategic direction” ( Bartlett et Al. 1993: 78 ) . In add-on. the civilization emphasizes efficiency and low cost which is non to be achieved on the disbursal of quality or service. Symbolic policies such as merely winging economic system category and remain at economical hotels. using immature executives and patronizing university plans have made cost portion of corporate civilization and has farther inspired the inflow of entrepreneurship into the organisation.

Where are they now?
Merchandise Line
* Kitchen ware
* Booming
* Living room
* Bedroom
* Hallway
* Bathroom & A ; Laundry
* Small storage
* Cooking

Market Image
Awards won by the company
* Leo Burnett Hong Kong win the Grand Kam Fan for IKEA at the Hong Kong 4As Awards * IKEA ( Campaign of the Year )
* IKEA ( Corporate Branding Campaign of the Year
* IKEA ( Best Use of Online Media )
* IKEA Honoured With Eurobest 2010 Advertiser Of The Year Award * Award by Queensland Government’s Environmental Protection Agency for IKEA’s Environmental enterprises ( 2007 ) * IKEA was named one of the 100 Best Companies for Working Mothers in 2004 and 2005 by Working Mothers magazine * ranked 96 in Fortune’s 100 Best Companies to Work For in 2006 and in October 2008 * IKEA Canada LP was named one of “Canada’s Top 100 Employers” by Mediacorp Canada Inc

* Diversity and creativeness
* Family like Quality
* Cost Conscious
* Openness
* Equality
* Competitiveness
* Eco Friendly
* Social Initiative ( chief spouses to IKEA Social Initiative are UNICEF and Save the Children )

Goals of the Company
* Implementing schemes in the organisation
* Customer transit and C footmark
* Working with providers on conformity
* Communicating sustainability achievements
* Integrating sustainability into nucleus concern
* Forestation and usage of wood


* They have 28 distribution centres in 16 states that supply to IKEA shops. * They have over 300000 distributers all around the universe

* They possess the bargaining power
* IKEA prefers securing their stuffs from low cost states like China to cut down their overall cost

The IKEA Group supports the Rainforest Alliance to advance Forest Stewardship Council ( FSC ) forest direction enfranchisement in China by educating Foresters and stakeholders on the rules of FSC enfranchisement. The undertaking provides cardinal experts with the preparation. tools and stuffs to carry on Rainforest Alliance workshops in order to increase the degree of sustainable forestry consciousness in China.


Market size
* First shops were opened in Norway and Denmark
* Germany – IKEA’s biggest market ( 45 shops )
* United States ( 37 shops )
* France ( 28 shops )
* Presently IKEA has 316 shops in 45 states

Top 5 gross revenues states
* Germany 19 %
* USA 11 %
* United Kingdom 11 %
* France 9 %
* Sweden 8 %

Benefits and Cost
* Addition from good quality at low cost
* Stylish and varied designs
* Friendly atmosphere
* One halt shopping

* All place solutions
* Kitchens. bathrooms. couch. chairs. beds and fabrics. carpets. floors. lamps. workss. and everything in between Displayed to demo design possibilities with IKEA merchandises * Assembled by the client

Intratype Competition
* Crate and Barrel
* Pier 1
* Pottery Barn
* Furniture retail merchants using similar shop layouts * M. Jacobs
* Ashley’s Home Furnishings
* Ethan Allen
Intertype Competition
* Home Improvement Stores
* Home Depot
* Jerry’s
* Department Store’s
* Meier & A ; Frank
* Macy’s
* Discount Retailers
* Wal-Mart
* Fred Meyers
Market portion

Despite the ambitious economic state of affairs in the universe. financial twelvemonth 2009 was a good twelvemonth for the IKEA Group. The Group opened 15 new IKEA shops and entered its twenty-fifth market. with the new IKEA shop in Dublin. Ireland. Gross saless increased to 21. 5 billion Euro. which is an addition of 1. 4 per cent compared to last twelvemonth.

The IKEA Group operates 267 IKEA shops in 25 states. In add-on there are 34 IKEA shops. that are owned and run by franchisees outside the IKEA Group. in 16 countries/territories

SWOT Analysis on IKEA Home Furnishings


Brand Image
* IKEA ranked 41st among the best planetary trade name around the universe in 2006 with a trade name value of $ 8. 763 * strong internationally known trade name pulling cardinal demographic client groups * strong trade names heighten client trueness and lead to reiterate purchases * Cost Efficient. Low monetary value. no via media in quality

Unique concern theoretical account
* they own industrial group. Swedwood. which produces wood-based furniture and wooden constituents * its operations cover every measure of production. from forestry. saw milling and board industry to furniture * efficient productions which enable it to maximise productiveness and minimise waste-generation * ain design group which can makes certain that their merchandises matches the tendency of the industry * Good relationship with providers

* Maintained long-run partnerships with its providers
* Ensures that the company has entree to high-quality stuffs at sensible monetary values

Selling expertness
* Market placement statement is “Your spouse in better life. We do our portion. you do yours. Together we save money. ” * Market on its strengths – based on offering a broad scope of good designed. functional merchandises at low monetary values * Catalogue- 175 million transcripts sold in 55 editions and 27 linguistic communications ( 2007 ) * Other publicities include their seasonal gross revenues. internet trades and telecasting advertizements * Flat packaging. which reduces transportation costs. minimise transport harm. additions store stock list capacity. and makes it easier for clients to take the furniture place themselves. instead than necessitating bringing. But the original ground for it was competitory force per unit area from IKEA’s rivals to their providers. who really boycotted IKEA. coercing IKEA to make it themselves. * Easy to piece

* One halt shopping
* Friendly atmosphere and hive away layout
* Customized Service
* Restaurant in shop
* IKEA issue bistro
* Swede Shop
* IKEA Restaurant

Child Care
* Supervised Rumpus room
* Baby Care Room
* Food Warming Facilities
* Children’s Meals

Design Advice
* Office Planning
* Kitchen Planning
* Home Furnishing Advice

Shop Atmosphere
* Easily Located Merchandises
* Browse through salesrooms and seek out merchandises
* Delivery Services available or take place merchandises instantly


* Not enough distribution channels. For eg: There are merely three retail stores in Hong Kong * Problem of merchandise callback due to faulty base. For eg: IKEA had recalled Parodi and Apelsin glass instances * IKEA is a planetary company. so merchandise criterions are hard to keep. Some states where IKEA merchandises are made do non implement the statute law to command working conditions * Swedish designs non appealing to American clients

* Limited Furniture Designs – IKEA had limited furniture designs which could evidently non provide to a broad scope of client demands and penchants

* IKEA are traveling from International to planetary position through the development of Asia and Eastern European theoretical accounts * Targets all degrees of the market. upper. center and lower categories * Sourcing from China is one chance. Sourcing from low cost states like China would cut down its costs and enable IKEA to concentrate on increasing its market portion * Bright chance of online gross revenues

* With economic concerns over lifting life costs and consuming disposable income there is an overall menace to the public presentation of the concern in UK and American markets specifically * The regulative environments across the Earth vary and can impact how IKEA does concern and its merchandise costs. particularly the usage of natural resources PORTER’s 5 FORCE ANALYSIS

Menace of Buyers turning dickering power

* There is a small power because of the bing low-price options * IKEA guarantee that their clients in all facets will be satisfied for quality service they provide * Focused their selling attack on demands and demands of the purchaser * IKEA uses their corporate duty as a good public image to their clients * IKEA Family -card as a rank

Menace of Suppliers turning bargaining power

* IKEA has its 1000s of providers that set criterions in presenting the stuffs. Because of the low-pricing. IKEA’s net income border besides affects the monetary values in natural stuffs than by monetary values in labour * IKEA has a broad web of 1300 providers. They carefully select the maker of its merchandises. The company has ain production mills and interior decorators which makes it less dependent on others * Dickering power of provider could be menace for the net income of the company

Menace of Substitute Merchandises

* There is no specific merchandise that can be a replacement for the furniture but IKEA at least. hold to maintain up with the latest tendencies. to avoid going out of manner * Problems faced due to distribution channels

Menace of Intense Segment Rivalry

* The IKEA’s furniture competitors’ offers different manners and functionality * Conrin targets a new low cost in footings of furniture line ; Crate & A ; Barrel offers a furniture in a box which is capable in higher monetary values * Ethan Allen aimed at a more upscale market

* Wal-Mart is equipped in a large box furniture that is categorized under the general shop must-have-items. but don’t have much of a manner * IKEA is the most successful in presenting the complete bundle for the clients that reflects on weak competitions * There will ever be replacements for furniture’s but IKEA competes with monetary value and there isn’t rivals in same monetary value scope

Menace of New Entrants

* IKEA shops do non make many little towns and this is an chance for the new rivals to travel into little and midsize metropoliss with smaller shops and less choice. But non easier in metropolis because new entrants have to set up a huge supply concatenation and make a alone trade name name * The furniture market is already extremely competitory – the hazard of new entrants is non highly high – immense capital needed to get down the concern

Where do they desire to be?
Their challenge and aim

“It has been a ambitious twelvemonth in which we have had to accommodate to alter market conditions. ” says Kerri Molinaro. President. IKEA Canada. “We know that many of our clients have less money to pass and our low monetary value construct is hence more relevant than of all time. Our clients have recognized that in tough times IKEA has the better place trappings offer. ”

IKEA want to increase the return on investing for its operations. which is a significant investing. and remain in front of the competition in footings of concern scheme. IKEA needs to guarantee that its concern is targeted to make people who are likely to be or go IKEA clients in footings of their demographic properties and their likeliness to go to the shop. IKEA
requires a solution to maximise their return on investing while spread outing their entreaty and keeping their dominant market place.

Specifically IKEA’s cardinal aims with regard to INDIA are to:

* Identify mark consumer types and geographic countries for distribution of catalogue * Identify types and countries with hapless gross revenues potency
* Increase gross revenues return on its operation’s outgo
* Develop concern scheme

How might they acquire at that place?

Joint Ventures
IKEA will necessitate to look at joint ventures and strategic confederations to go successful in the Indian market. Since the authorities requires that local concern operations require 51 % control by Indian subjects. IKEA’s first measure will be to happen franchise proprietors. These in bend will hold to organize confederation and joint ventures to raise adequate capital to develop the links necessary to organize a successful entity. In bad markets ( defined as those that are non similar to Norse markets ) IKEA’s local market scheme is to develop supplier links in the host state. This is meant to cut down the strategic hazard that may ensue from political. legal and fiscal issues. By developing a relationship with local providers. the providers can supply valuable input into the chances and menaces. Joint Ventures mean even more. They set up that the local owner/operators become an built-in portion of the stakeholder group.

Fiscal scheme

The cost of set uping a new shop ( about 22. 000 points ) is rather high when sing:
* Building acquisition. layout and design
* Sourcing franchise proprietors and human resources
* Establishing local provider links
* Advertising and publicity of the new location ( catalogues are expensive )
* Stocking the new shop

The advantage of borrowing money locally is that the cost of adoption will be protected from rising prices and exchange rate fluctuations. Investment money taken from militias of other operations may non transport any involvement cost and hence be a cheaper beginning of investing. In the instance of India. if IKEA decides to franchise its operations at that place. the job of financing the operation is taken attention of through franchising fees and royalties. Return of profit/royalties to IKEA of Sweden could be facilitated in the transportation of merchandise produced in India therefore increasing the fringy return from everyone involved.

Net incomes

Net incomes in India should be maintained at a similar degree to other states. Since the per capita income of Indian peoples is well lower than other markets. merchandise will hold to be modified to take down monetary value classs and volumes will hold to increase to countervail the difference. Except in the largest metropoliss. operation costs should be lower than Western Europe. Labor costs are well lower in India. but the IKEA shop construct requires small human resources. so cost decreases must trust on other overhead such as shop. warehousing. power. revenue enhancements and advertisement. Probably the most effectual method for cost decrease is to beginning a higher per centum of goods from India. Even Norse designs could be reproduced in India.

Selling Scheme

IKEA does non hold its ain fabrication installations. Alternatively. it is utilizing sub contracted makers all over the universe for supplies. All research and development activities are. nevertheless centralized in Sweden. In order to keep low cost. IKEA shoppers are Pro-sumers – half manufacturers. and half consumers. In other words. they have to piece the merchandises themselves. To ease shopping. IKEA provides catalogs. tape measures. shopping lists and pencils for composing notes and measurings. Car roof racks are available for purchase at cost and IKEA pick-up vans/mini trucks are available for rental.

Effective selling through catalogues normally attracts the client at first. what keeps clients coming back is good service. IKEA believes that a strong in-stock placement which the most popular manner and design tendencies are right anticipated is important to maintain satisfied clients. For that. IKEA depends on leading-edge engineering. Harmonizing to IKEA’s logistics director. “there are a batch of Just-In-Time constructs built in to how we’re seeking to make business” ( Chandler. 1993: 12 ) . IKEA has developed its ain planetary distribution web. By using control points in the distribution rhythm. the house is able to see timely bringing of merchandises to retail shops all over the universe. Internationally. these shops range in size from 20. 000 to 30. 000 square pess in Hong Kong and in Singapore to 500. 000 square pess in Stockholm. Sweden. IKEA has over 1. 800 providers located in over 50 different states ( Retail Business. 1995: 78 ) . IKEA’s. selling director believes that Consumer gustatory sensations are unifying globally

In one illustration. IKEA. which has been importing the “streamlined and modern-day Norse style” to the United States since 1985. found at least one chance to export an American manner to Europe. as Europeans are picking up on some American trappings constructs. In order to react to this new demand. IKEA now market “American style” trappingss for the European market

Ad as being a manufacturer of low monetary value and high quality merchandise IKEA’s success is based on the comparatively simple thought of maintaining the cost between makers and clients down. Harmonizing to Ingvar Kamprad. the laminitis of IKEA ; “To design a desk which may be $ 1. 000 is easy for a furniture interior decorator. but to plan a functional and good desk which shall be $ 50 can merely be done by the really best. Expensive solutions to all sorts of jobs are frequently marks of averageness. ” ( Chandler. 1993: 12 ) Costss are kept under control get downing at the design degree of the value-added concatenation. IKEA besides keeps costs down by packing points compactly in level standardized embalages and stacking every bit much as possible to cut down storage infinite during and after distribution in the logistics procedure ( Economist. 1994: 101 ) .

IKEA direction scheme
IKEA is a really successful transnational corporation. which indicates that earlier discussed focussed generic. or long-run scheme of cost leading and merchandise distinction has served it good. IKEA approaches unknown. little. high hazards markets by franchising. So this company actively expands in this field every bit good. IKEA has a batch of subordinates in many states of the universe. Franchisee shaves to transport basic points. but have the freedom to plan the remainder of the merchandises.

Cultural scheme

Few states in the universe have such an antediluvian and diverse civilization as India. India’s civilization has been enriched by consecutive moving ridges of migration. which were absorbed into the Indian manner of life. The diverseness lays the continuity of Indian civilisation and societal construction from the really earliest times until the present twenty-four hours. Modern India presents a image of integrity in diverseness to which history provides no analogue. Furthermore. the Indian Council for Cultural Relations ( ICCR ) has been working to project Indian civilization abroad and to convey to India the rich manifestations of international civilization. It has therefore become a major vehicle of international cultural exchange.

IKEA can besides concentrate on the Indian’s procedure of development. which has been accompanied by important societal alterations and an increasing consciousness about issues. This period has besides seen the burgeoning of the voluntary motion in India. Today. the Government makes changeless efforts to advance values like democracy and independency and India is working to hold equal chances in all domains of life. We can non govern out the Indian Art. because it is besides an Art of societal. political and spiritual influences. It changed and evolved with the development of a civilisation. which is full of singular invention.

Finally. IKEA can do point on Indian faith because it is another manner of life and an full portion of Indian tradition. So in making concern with India. IKEA have to do attending with the civilization and the communicating ( verbal and non-verbal ) because the communicating can be interpreted in different significances and can arouse some errors. misinterpretation and besides some problems. So. the house has to be careful with the context where it decides to put up its concern

Which is the best Manner?
How can they guarantee reachings?
Together with advanced alterations in the value concatenation. where consumers become Pro-sumers and providers are turned into consumers. the construct of marketing high quality merchandises at low cost through a focussed generic scheme. intended for the globally emerging middle-class has served IKEA good. Centralized control and merchandise standardisation is two necessary constituents of the firm’s long-run scheme. In add-on. the company has facilitated its international enlargement through owned subordinates and franchises. Future localisation force per unit areas will coerce IKEA to alter its planetary scheme in order to go more sensitive to local demands. Greater accent on joint ventures and strategic confederations represent possible vehicles to farther construct on IKEA’s focal point scheme. A new multinational oriented organisational construction would farther supply the necessary substructure needed to back up such vehicles towards true internationalisation. This in bend would impact on the present homogeneous Norse civilization and present new values. thoughts and. possibly. broaden IKEA’s nucleus competences.

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