IKEA case study

IKEA is the worlds largest furniture seller, specialising in selling stylish, inexpensive, self-importance assembly S locoweeddinavian design furniture, understructure accessories, kitchens and bathrooms in their retail stores around the world. Delivering good quality contemporary design furniture to the middle class consumer is not the only focus of the IKEA aggroup; it also sells a lifestyle that customers around the world admit and embrace. IKEA is a global company that has invested and is present in umpteen countries; it promotes its products and services using the same brand in totally markets coordinated from its one main corporate office in Sweden which is responsible for a global strategy that concentrates on approach management, efficiency and quality. Globalisation, political-economical and social-demographical (see Appendix 1) factors, like: economic growth, deregulation, more usable income, rising housing market led to the demand and hazard for growth, which IKEA exploited.

IKEA Position (Question 1)
The furniture retail industry is under a lot of competition and pricing pressure; as advantageously as ever development customer demand and growing environmental awareness.



Through the control of the main four elements that can generate profit: product, place, promotion and price; enabled IKEA to expand and uphold its positions through targeting a specific marker segment, product differentiation, ludicrous value-chain and cost leadership.
Deregulation of foreign coronation laws allowed IKEA to success safey see the global market, i.e. Opening-Up policy in China 1978 invited the foreign investment which led to economic upturn, more disposable income, rise in the housing market and subsequently demand for home furnishings.
The IKEA personal line of credit idea is to offer a wide range of home furnishings with good design
and function at prices so low that as many people as possible will be able to afford them.
And still have money left hand! (IKEA, 2003)

Competitors focus on delivering good...If you want to get a full essay, order it on our website: Ordercustompaper.com



If you want to get a full essay, wisit our page: write my paper