ikea mini case study
TRANSCRIPT
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CHANGE begins at home !
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HISTORY Founded by Ingvar Kamprad in 1943
I - IngvarK - KampradE - Elmtaryd A - Agunnaryd
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• IKEA owns and operates 392 stores in 48 countries. • The IKEA website contains about 12,000 products and is
the closest representation of the entire IKEA range. • There were over 2.1 billion visitors to IKEA's websites in
the year from September 2015 to August 2016.• The company is responsible for approximately 1% of
world commercial-product wood consumption, making it one of the largest users of wood in the retail sector.
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What are some of the things IKEA is doing well to reach
consumers in different markets ? What else could it be doing ?
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Do It Yourself
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Understanding consumers in different geographic locations
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Affordable furniture
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Relevant and Fashionable
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Showroom experience
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IKEA has essentially changed the way people shop for furniture.
Discuss the pros and cons of this strategy, especially as the
company plans to expand in places like Asia and India.
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Successful Brand positioning
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Unique customer engagement
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Customized furniture
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Competition from traditional furniture
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DIY Implementation difficulty
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Customization issues
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Different consumer preferences
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DISCLAIMERCreated by NIYOR SISODIA, VIT Vellore during a marketing internship by Prof. Sameer Mathur