Analysis of Global Marketing Management Enterprise

IKEA Case

IKEA

D9128976D9128401

IKEA

1 ePaper(2005 )

Make Your Dream Come True

:

IKEA

IKEA

IKEA

2 ePaper(2005 )

IKEA

IKEA

IKEA

IKEA

Slogan Better Live

1. Find your style

2. Better sleep for everyone

IKEA

IKEA

3 ePaper(2005 )

Summary IKEA emphasizes its characteristic style when doing brand marketing. IKEA has a deep belief, which is in North Europe, IKEA must have classical IKEA style, besides North Europe, IKEA must have classical Sweden style. Because of its product strategy, such as low price, variety, creativity, and stylishness, IKEA always get ahead comparing to other furniture industry. Following are the points that we are going to discuss and explore in this paper, why IKEAs business is able to bloom overseas quickly, what it is comparative advantages in the market, how IKEAs products convey the belief and spirit of IKEA, and how customers recognize the value of IKEAs products, and why the products is attractive.

The meaning of Slogan Better Live

Combine advertisement and the

spirit of IKEA

Combine low price and stylish taste

Advertisements 1.Find your style

2.Better sleep for everyone

Competitors and comparative

advantages

Path of brands development and pictures of

comparative advantages

Suggestions for the future five

years

Channels, quality, brand exposure

Key Words IKEA; low price, furniture; DIY furniture; Sweden furniture;

IKEA

1 ePaper(2005 )

1. Slogan2

2. IKEA ....3

3. IKEA

2.1 ..8

2.2 12

2.3 14

2.4 IKEA 15

2.5 ABC ...15

2.6 20

4. .21

5. .22

6. .23

IKEA

2 ePaper(2005 )

Slogan

Live Better

:

1.

!

IKEA

IKEA

2.

IKEA IKEA

IKEA

IKEA IKEA

3. IKEA ?

IKEA

?

4. IKEA

IKEA

!

IKEA

3 ePaper(2005 )

A. IKEA

Aakera1991

1.

IKEA

IKEA

IKEA

IKEA

IKEA

4 ePaper(2005 )

IKEA

2.

IKEA

IKEA IKEA

IKEA

IKEA

-

IKEA ! () MTP () MOMENT

50 60

IKEA

5 ePaper(2005 )

1987

()SKOPA () KUBIST

IKEA

IKEA

()

IKEA IKEA

MTP IKEA IKEA

IKEA SKOPA

? ?

IKEA

IKEA

MOMENT

!

KUBIST

IKEA

6 ePaper(2005 )

IKEA

?IKEA

3.

1. :

IKEA

IKEA :

a. : IKEA

b. : IKEA

c. : IKEA

! IKEA

d. : ? IKEA

!

IKEA

IKEA

2. :

IKEA

7 ePaper(2005 )

IKEA

a. :

IKEA

b. : IKEA

!

c. : IKEA

3. :

a. : IKEA

b. : IKEA

live better!

IKEA

8 ePaper(2005 )

IKEA

B. IKEA

.

1.

IKEA Ingvar Kamprad IKEA

IKEA

1.

2.

IKEA

9 ePaper(2005 )

a.

IKEA

b.

OEM

4.

5. IKEA -

6.

7. (Flat Packing)

IKEA

DIY

IKEA

10 ePaper(2005 )

2..

IKEA IKEA

IKEA

IKEA

3.

19 Carl Karin Larsson

50

IKEA

IKEA

IKEA

11 ePaper(2005 )

4.

IKEA

1.

2.

3.

4.

5. copy

1.

IKEA

100

2.

IKEA

IKEA

-IKEA WAY!

IKEA

12 ePaper(2005 )

DelftIKEA

IKEA

Aaker1991

.

Frandice

IKEA

B&Q

HOLA Working house

1

:

: Frandice IKEA

HOLA

IKEA

13 ePaper(2005 )

IKEA

HOLA

IKEA a

: Frandice IKEA HOLA

IKEA

IKEA HOLA

IKEA

HOLA

Frandice

IKEA

HOLAB&Q

Working house

2

:

: B&Q

(

) DIY HOLA

()IKEA

(

IKEA

14 ePaper(2005 )

,,,,,)Working House

,B&Q HOLA

Working House IKEA

.

:

:

:

:

:1.

2.

&

:

DIY

(1.

2.3.

4.)

IKEA

:

LOGO

IKEA

15 ePaper(2005 )

.

. ABC

:

A. Attraction

1. -

IKEA

IKEA

DIY

B&Q

HOLA

Working House

IKEA

Frandice

HOLA-

IKEA

16 ePaper(2005 )

IKEA

2.

3. 36 IKEA

B. Broadcasting-

1. IKEA -Point of contact

1948

1952

IKEA-2006

IKEA

IKEA

IKEA

3

IKEA

IKEA

Ingvar Kamprad

IKEA

17 ePaper(2005 )

IKEA

2.

3.

1.

: Find your style!

:

1.

IKEA

IKEA

IKEA

IKEA

2.

IKEA

18 ePaper(2005 )

IKEA

IKEA

3.

IKEA

IKEA

Find your style

2.

http://www.epica-awards.org/assets/epica/2004/winners/film/flv/12040.htm

: Better sleep for everyone

:

IKEA

19 ePaper(2005 )

:

IKEA

IKEA ,

Live Better!

4.

C

1.

IKEA

IKEA

IKEA IKEA

RDexclusive

productIKEA

2.

IKEA

20 ePaper(2005 )

.

1. -

Ingvar Kampard

Kamprad

2.

IKEA

IKEA

3.

IKEA

21 ePaper(2005 )

.

1.

IKEA

IKEA

IKEA

IKEA

IKEA

IKEA

2.

IKEA

IKEA

22 ePaper(2005 )

IKEA

3.

IKEA

IKEA

IKEA

DIY

IKEA

C.

:

1. http://www.ikea.com IKEA

2. http://www.efirst.info/epaper/0016ikea.htm

3. http://marketing.chinatimes.com/ItemDetailPage/MainContent/05MediaContent.asp?MM

4.http://marketing.chinatimes.com/ItemDetailPage/MainContent/05MediaContent.asp?MM

MediaType=BusinessNext&MMContentNoID=14641

5. http://tw.knowledge.yahoo.com/question/?qid=1305090315489

IKEA

23 ePaper(2005 )

6. http://tw.knowledge.yahoo.com/question/?qid=1105051606455 B&Q

:

1.

2.

3.

4.

:

1. Design 25

2.

3.

:

1. -

2. David A. Aaker

.

1943 (Ingvar Kamprad)

(Ingvar Kamprad) 17

IKEA"I.K."(Elmtaryd)

"E" (Agunnaryd)"A"

(Ingvar)

1947

(Ingvar)

IKEA

24 ePaper(2005 )

1951

(Ingvar)

1953

(Almhult)

(Ingvar)

(Ingvar)

50

1956

1958 (Almhult)

(Almhult) 6700

100

1965

IKEA

25 ePaper(2005 )

1973

1980 KLIPPAN

KLIPPAN

1985

1997

1999 29 150 53,000