pereya (pear) suviwattanachai 931 549 969 nalinrach (pook) suksathaporn 931 549 945 sithiphon (new)...
Post on 19-Dec-2015
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Pereya (Pear) Suviwattanachai 931 549 969Nalinrach (Pook) Suksathaporn 931 549 945Sithiphon (New) Suwanboriban 931 410 416
Background• IKEA –> IK = Ingvar Kamprad (founder’s name)
E = Elmtaryd (farm) A = Agunnaryd (home country)
• Founded in 1943 • Beginning: offered pens, wallets, and clocks. • Today :– IKEA Furniture (self-assembly furniture)– 278 stores in 36 countries– 522 million visitors – $28.6 billion USD (Revenue)
Organization• Motto
“to create a better everyday life for the many people” • Product range
focuses on good design and function at a low price• Goal
to reach as many people as possible• Advertisement
- catalog- online- TV ads YouTube - IKEA Nanny Banned Commercial
Store Format
• Large blue buildings• Few windows• One-way layout The long natural way • Furniture showrooms House wares
Cashier’s station Warehouse
Strengths
• Unique Resources– Value– Rareness– Inimitability– Organization
• Cost-Effective– Low-price– Big volume
Strengths
• Strategic Positioning – “Self-service model”– Customers willing to trade (off service for price)– Design by themselves
• Valuable advertising sources• IKEA catalogue– 191 million copies 56 editions 27 languages
Strengths
• InternationalBrand Recognition– Unique philosophy & low price
• Distribution Channels around the world– Europe, U.S., Asia, Latin America
• Immense experience in designing and manufacturing – Cooperating with skilled producers
Weaknesses
• Rely heavily on Europe Market- 81% of the IKEA department stores are located in Europe
• Availability- Most stores are located outside of city centre- Have to drive a long way to come to the IKEA
Weaknesses
• Several complaints on TV ads- many of them were banned
YouTube - Ikea Commercial :: Tidy Up
Opportunities
• Opportunity to grow in many more locations• Seek out smaller markets before entering more
metropolitan locations– Plus financial strength
• Find less expensive real estate in the suburbs than in urban locales
Threats
• Competition- Wal-Mart and Galiform
• Cultural Threats - Especially in Asia market (TV Ads)
http://www.youtube.com/watch?v=3TO90OV1IME&feature=related
• An increase in shipping & material costs• Crime - Shoplifting, breaking in