The Strategy of the Ikea group

Type :

Presentation

Pages :

16 pages

Format :

.doc

Published date :

01/20/2009

Category :

Business & market

Sub category :

Business strategy

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Summary :

History.
Organization of the company.
IKEA: An exemplary positioning in the furnishings market.
1. Market analysis.
2. Analysis of the competition according to Porter.
3. SWOT analysis.
4. Strategies of cost leadership and differentiation.
IKEA: A new concept in furnishings.
1. Financial analysis of IKEA France.
2. Human resources function.
3. Production and distribution function.
4. Marketing mix.
Assessment and recommendations.
Conclusion.
Appendices.
Bibliography.

Abstract

In 1943, Ingvar Kamprad, a young Swede, finished his studies. He soon created a small company which he called ikea. The acronym ikea (Ingvar Kamprad Elmtaryd Agunnaryd) is composed of the initials of his name, the name of his parent's farm and the name of his village. In the beginning, the founder only devoted himself to the sale of utility objects: pens, frames, tablecloths, jewelry, leather goods and nylon stockings. In 1947, furniture made its appearance in the ikea selection. And it was from 1951 that the ikea Company started selling only furniture. At the first permanent exhibition of furniture in 1953, customers, who could see and touch the furniture before placing an order, quickly realized that ikea offered functional, aesthetic and cheap furniture. ikea started manufacturing its own furniture in 1955. It was during this period that they invented the "flat package" in order to facilitate the customer's transport of goods from the store. In 1958, ikea inaugurated its first department store in Sweden at Ãlmhult, which was spread over 6700 square meters. Then in 1963 and 1965, ikea opened two other big stores in Norway and in Stockholm. The expansion of the brand was carried out at a frantic pace, since many stores were established in a short period of time, in a large number of countries.