ikea marketing analysis

I K E A A C O M P R E H E N S I V E M A R K E T I N G A N A LY S I S

CONTENT

E X E C U T I V E S UMM A RY

M A R K E T S UMM A RY

S W O T A N A LY S I S

M A R K E T S E G M E N TAT I O N & P O S I T I O N I N G

M A R K E T M I X

G L O B A L M A R K E T I N G

EXECUT IVE SUMMARY

M ISS ION & V I S ION E X E C U T I V E S UMM A R Y

GROWTH AREAS E X E C U T I V E S UMM A R Y

Q U A L I T Y P R O D U C T S A T L O W P R I C E S

0 1

P E O P L E & P L A N E T P O S I T I V E

0 2

W H E N P E O P L E G R O W, I K E A G R O W S TOO

03

CORPORATE S TRUCTURE E X E C U T I V E S UMM A R Y

INDUSTRY SWEDWOOD GROUP

INGKA HOLDING

B.V.

STICHTING INGKA

FOUNDATION

PURCHASING

DISTRIBUTION &

WHOLESALE

RANGE IKEA OF SWEDEN

SALES

INTER IKEA SYSTEMS B.V.

IKEA SERVICES B.V.

IKEA GROUP

FOUNDATION

PARENT COMPANY

T IMEL INE

E X E C U T I V E S UMM A R Y

1943

IKEA FOUNDED BY KAMPRAD

1947

FURNITURE INTRODUCED IN IKEA RANGE

1951

FIRST IKEA CATALOGUE IS PUBLISHED

1953

FURNITURE SHOWROOM OPENED IN ALMHULT

1955

IKEA BEGINS DESIGNING FURNITURE

1956

IKEA BEGINS TESTING FLAT PACKAGES

1958

FIRST IKEA STORE IS INAGURATED

1965

IKEA FLAGSHIP STORE OPENED IN STOCKHOLM

0

5

10

15

20

25

30

35

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

PERFORMANCE E X E C U T I V E S UMM A R Y

T O TA L R E V E N U E I N E U R O S

MARKET SUMMARY

RETA I L , D I S TR I BUT ION & PRODUCT ION E X E C U T I V E S UMM A R Y

NORTH AMERICA 51 Stores

3% Purchasing value

7 Distribution centers

1 IKEA Industry production unit

SOUTH AMERICA

1% Purchasing

value

EUROPE 222 Stores

59% Purchasing value

20 Distribution centers

36 IKEA Industry production unit

RUSSIA 14 Stores

3% Purchasing value

1 Distribution centers

5 IKEA Industry production unit

ASIA 23 Stores

35% Purchasing value

5 Distribution centers

2 IKEA Industry production unit

AUSTRALIA 5 Stores

1 Distribution Center

SWOT ANALYS IS

S W

O T

SWOT ANALYS I S E X E C U T I V E S UMM A R Y