candy ikea f07
TRANSCRIPT
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IKEAPresented by:Danny Reyes, Feifei Zhong ,Candy Zhong, Michelle Chen.
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Overview Introduction History Current Situation SWOT Analysis Global Challenges Industry Analysis Competitors Recommendations
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Introduction
Founded:1943 in Älmhult, Småland, Sweden
Headquarters: Leiden, The Netherlands
Industry: Retail (Specialty) Products: self-assembly furniture Revenue: $28.6B USD (FY 2007) Employees: 104,000 (2006) Website: www.ikea.com
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Introduction
Acronym- I (Ingvar)-Founder’s first name
K (Kamprad)-Founder’s last name
E (Elmtaryd)-Farm where he grew up
A (Agunnaryd)-Home village Logo- Blue & Yellow; The colors of Swedish National
Flag.
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1943: founded in Sweden by Ingvar Kamprad; 1951: published the first IKEA furniture catalogue; 1955-1956: designed own furniture tested to use flat packages for shipping; 2001: established IKEA Rail
History
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History: first store around the world
1958: in Sweden 1963: in Norway 1969: in Denmark 1973: in Switzerland 1974: in Germany 1975: in Australia 1976: in Canada 1981: in France 1985: in USA 1987: in UK 1989: in Italy 1998: in China 2000: in Russia
265 shopping centers
36 countries
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History: important designs in the past
1963: Marian Grabinski designed MTP Bookcase.
1974: Olle Gjerloy Knudsen and Torben Lind designed SKOPA Chair.
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History: important designs in the past
1985: Niels Gammelgaard designed MOMENT Sofa.
1994: KUBIST Storage Units appeared.
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Current Profile
Focus on kitchen and bedroom
“Sleep Revolution”
High-quality, Lower-price products
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Internet business
Environmental protection
Future Profile
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Mission statement
“The IKEA vision globally is to create a better everyday life for the many.
At IKEA Tempe we are dedicated to giving to the local community will being regarded by out customers and co-workers as a social responsible company"
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International business
IKEA stores around the world:"United States, Denmark, Germany, Spain, Israel, Saudi Arabia,"
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Production
1)Long terms commitments with its suppliers
2)IKEA recycles its “five most waste materials”
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Marketing
“Your partner in better living. We do our part, you do yours. Together we save money”
1)internet, radio, T.V., newspapers, magazines
2)catalog is the main marketing instrument
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Marketing
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 %
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Labor
1)2006 IKEA had over 104,000 employees
2)many freedoms for its employees
3)two weeks of training
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SWOT Analysis
Strengths 1) Marketing strategy 2) Brand recognition 3) Financially 4) Low cost/ wide range of products
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SWOT Analysis
Weaknesses 1) No main competitors
Opportunities 1) Carpets
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SWOT Analysis
Threats 1) competitors 2) new fashions, fads, or cultures 3) recessions and declining
economies
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SWOT Analysis
Threats 1) competitors 2) new fashions, fads, or cultures 3) recessions and declining
economies
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Global Challenges
Other markets China:Price: low high
Service: DIY have bulk products delivered and installed
Design: fashion and short-term ; tend to be discarded
durable and practical
Transportation: congestion, chaos congestion, chaos
Language: product name: cause original meaning distortion even lawsuit
cause original meaning distortion even lawsuit
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Global Challenges
Europe United States
products: short-term commodities have a habit to attach to old stuff, not change frequently
Lifestyle: hang up (Italy) ;small dining table and sofa; subdued Scandinavian color (Sweden)
folded;big dining table and sofa; bold color (California’s Hispanics)
Transportation:
congestion, chaos congestion, chaos
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Industry Analysis Western furniture history The classical world---practicability & durability Ancient Greece, Roman,
Turkey, Egypt The dark ages--heavy, oak, ornamented with carved
design The Baroque and Rococo---the nineteenth century the transitional furniture Asian furniture history China----carved wood and bamboo, heavy lacquers Japan ----minimalist style, wood, high-quality
craftsmanship
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Industry Analysis Trends: Color--bright color Form --follow the nature Materials--textured surfaces and
transparent plastic RTA--ready-to-assemble furniture
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Industry Analysis
Global issues Global remaining forest IKEA’s environment responsibility “IKEA does not accept timber, veneer,
plywood or layer-glued wood from intact natural forests or from forests with a clearly defined high conservation value.”
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Original intact forest extent
Current forest cover
Remaining frontier forest
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Competitors
Euromarket Designs Inc. Galiform plc Wal-Mart Stores, Inc.
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Competitors (1)
Euromarket Designs Inc. ( Crate & Barrel ) Company type: Private Founded: 1962 Chicago, Illinois, USA Headquarters: Northbrook, Illinois, USA Industry: Retail Products: Housewares, Furniture Sales (mil.):$ 401.3 (2007) Employees: 6,000 (2007)
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Competitors (1)Compare to IKEA: by revenue and employee, far
behind; similar management style,
marketing strategy, stores, online sales, catalogCharacteristic: two sister stores: CB2 is for young
adults and the Land of Nod is for children.
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Competitors (2)Galiform plc Company type: Public Founded: 1964: MFI 2006: Galiform plc Headquarters: London Industry: Furniture Trade Products: Kitchens & Bedrooms; Doors &
Joinery 2006 Sales (bil.): $2.5 2006 Employees: 10,728
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Competitors (2)
Compare to IKEA: by revenue and employee, far behind;
better than Crate & Barrel focuses on kitchen and bedroom
products in the UK and France markets.Characteristic: Cuisine Stores
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Competitors (3)Wal-Mart Stores, Inc. Company Type: Discount department
store/Public Founded: 1962 Headquarters: Bentonville, Arkansas,
USA Products: Discount stores, hypermarkets Slogan: Save Money, Live Better. 2007 Sales (bil.): $348.6 2007 Employees (mil): 1.9
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Competitors (3)
Compare to IKEA: by revenue and employee number, Wal-
Mart, biggest public company; IKEA, private
extensive products, furniture is only a small portion
not a direct competitor
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Short-term Recommendations
(1)Classify product standards
(2)Carpets
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Long-term Recommendations
Design a furniture layout simulation in CD-ROM for each catalogue (need
technology) --three-dimensional(3D) --pre-design at home --save shopping time
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Home
-Is the most important
place in the world!
www.ikea.com
East, West, Home is the Best !
Danny Reyes Michelle Chen Candy Zhong Feifei Zhong
Thank you