PRESENTED BY :LILY TAOAPRIL11, 2012

BACKGROUND

325 stores globally in 40 countries worldwide

9500 products

Privately owned

Not present in stock market

VISION

The IKEA vision is "To create a better everyday life for the many people."

business idea is "To offer a wide range of well designed, functional home furnishing products

at prices so low that as many people as possible will be able to afford them."

The YOUTUBE VIDEO : IKEA Small Spaces - Small ideas

http://www.youtube.com/watch?v=BQjBrt9LriY

IKEA Canada Stores

1. IKEA Winnipeg (32,516 m²)

2. IKEA Vaughan (31,375 m²)

3. IKEA Vancouver (31,000 m²)

4. IKEA Etobicoke (29,594 m²)

5. IKEA Calgary (29,052 m²)

6. IKEA Boucherville (29,000 m²)

7. IKEA Edmonton (28,700 m²)

8. IKEA North York (24,550 m²)

9. IKEA Ville St. Laurent (24,245 m²)

10. IKEA Burlington (19,385 m²)

11. IKEA Richmond (18,600 m²)

12. IKEA Ottawa (10,948 m²)

IKEA WINNIPEG

IKEA to Winnipeg's MarketFirst ever IKEA storeThe IKEA Winnipeg groundbreaking will be sometime in the summer of this year, 2011 with an anticipated opening in 2012.

Situation Analysis

Ikea’s huge opportunity in select Winnipeg which is in the middle of Canada.

IKEA's business model includes social responsibility, Allen wrench

IKEA offers eco-friendly products seeing as being environmentally friendly and reducing carbon footprints is a current cultural trend in Canada.

SWOT

Strengths- Flat packaging reduces costs and makes it easier for people to transport

- The company culture matches its external image – pragmatic, cost-saving sensibilities

- Product design – sleek, minimalist design is popular in Europe and North America

- Strong in-store experience – unique, experiential, “modern theme parks”

- Brand reputation – in America, people lined to get into newly opened stores

- Environmental friendly company

- Charitable company

SWOT

Weakness

- New to Winnipeg market

- Imported goods

- Niche market – the minimalist design doesn’t appeal to everyone

- Too strong of an emphasis on cost-saving could lead to cutting corners and negatively affecting safety

SWOT

Opportunities

- IKEA Winnipeg will be the first store in the Canadian province of Manitoba and will be the largest Canadian

-The budget shopper market is growing, especially among college students and in metropolitan areas

- Demand for greener products

Threats

Comparably new in Winnipeg Market

Many local competitors, The furniture retail segment is highly fragmented and IKEA is flanked by competitors in high-end specialty retailers and low-end discount retailers.

Traffic transportation

Reluctance to part with old furniture

TARGET AUDIENCE

Description

Educated Single Young Family Mature Family Business Customers

Early to Mid 20s, well educated and has just started working. Most of them living inapartments or rented property.

Late 20s to early 35s of age, they own their homes, have 0 to 2young children.Practicality and style is important forcustomers in thissegment.

Middle aged adultsand 2 or more teenage children, usually live with extendedfamilies .

Using furniture for working offices.

Other characteristics

May look for stylerather than functionand have limitedexpense allocation for household goods.

Balance between style and value is important,may expect assemblyservice.

Looking for functionalfurniture is theirpriority. Also, theadults in this family are in the peak of their income.

Expect services suchas assembly and aftersales service. Needpersonal contact.

OBJECTIVES

Raise awareness to Manitoba market

Establish the brand to Manitoba market

Boost sale,store visits,product trial,website visits

Win the market share

Preheat publicity

Currently IKEA aims to penetrate the Manitoba market.

STRATEGY Concentrate on urban areas, where apartments are smaller and the population more transient

Concentrate on university areas with the budget-focused students 、 first time homeowners and new immigrants . low cost products of a wide variety, that meet the needs of their modern lifestyle

Better to use a younger target market strategy to build customer loyalty to the brand, they are fun to be with ,they like DIY and they have an active lifestyle.

Internet ads, since that is likely the main communication vehicle for the target demographic in Winnipeg.

Continue clever advertising to create demand. We are going to choose a strong media mix including television, outdoor and online websites specific to our target market.

TACTICS

1.Free playing area for kids at our store2.GRAND OPENING

IKEA FoundationBook Fund

TACTICS

We are promoting go green campaign at our stores and helping the nature and our surrounding.

We are using wooden products and recycled plastic materials products at our stores.

We are in the making of largest recycling plant with the help of provincial government of Manitoba.

We are offering installments plans for purchase of more than $500. We will not charge additional fees for the same purchase for an year.

We are offering discounts for community events and for university students.

We are offering plan for the house buyers/builders where they can get every item customised for their new house at very affordable price.

GRAND OPENING

Time Schedule

10:00 The registration opens

11:00 The MC & CEO

11:45 Officially opens the IKEA STORE

14:00 IKEA BOOK FUN

16:00 Lucky draw

18:00 Lucky draw

20:00 Grand prize announcement

21:00 Door closed

MEDIA

We are using Television News channels, Radio, University radio, News Channels, Newspapers,

University magazines & newspapers, Social media (Facebook, Twitter, LinkedIn, Blogs, emails),

Coupons, discount offers, membership cards, Press release for my PR campaign.

Social Media: We have created Facebook and Twitter pages and updating the launch of our store. We are also using

Blogs to post the schedule of our launch. We are posting our virtual videos and the customised

technology for every customer.

MEDIA

Website:We will ask our customers to visit our virtual designed

bedrooms, living rooms, kitchen design. The customer can customize the look including colour and size of their apartment. We are treating each

customer as special one.The same will be promoted through videos, animated

artificial intelligence where customer can feel it.

Print and video News:IKEA is a well-established global brand, we will hammer the worldwide success stories through

print, video news two week before the grant launch.

MEASUREMENT

Distribute survey asking audiences at the grand opening asking them how do they know IKEA and how well do they know the company

Send emails to registered members asking for their feeling s toward IKEA after the grand opening