Ikea Selling Strategy
1. Executive Summary: 2.1. IKEA Objectives: * IKEA produces cheap and affordable products for the customers. * The company wants better life for those who cannot afford expensive products. * IKEA always helps to produce right product for the right consumer. * IKEA always tries to sell their products at low prices. * The company’s global developments and its continual commitment is to have a positive impact on people and the environment. 2.2. IKEA Vision:
The Vision is to create a better everyday life for the many people. They make this possible by offering a wide range of well-designed home furnishing products at prices so low that as many people as possible will be able to afford them. 2.3. IKEA Mission:
The mission is to offer a wide range of home furnishing items of good design and function, excellent quality and durability, at prices so low that the majority of people can afford to buy them
(IKEA 1994). The company targets the customer who is looking for value and is willing to do a little bit of work serving them-selves, transporting the items home and assembling the furniture for a better price. The typical Ikea customer is young low to middle income family. 2. Company Summary: 3.4. Company Background:
IKEA is a privately-held, international home products retailer that sells flat pack furniture, accessories, and bathroom and kitchen items in their retail stores around the world. The company, which pioneered flat-pack design furniture at affordable prices, is now the world 's largest furniture retailer.IKEA was founded in 1943 by 17-year-old Ingvar Kamprad in Sweden and it is owned by a Dutch registered foundation controlled by the Kamprad family. The company which was originated in Småland, Sweden, distributes its products through its retail outlets. As of August 2009, the chain has 301 stores in 37 countries, most of them in Europe, North America, Asia and Australia.
IKEA founder Ingvar Kamprad
The Vision is to create a better everyday life for the many people. They make this possible by offering a wide range of well-designed home furnishing products at prices so low that as many people as possible will be able to afford them. 2.3. IKEA Mission:
The mission is to offer a wide range of home furnishing items of good design and function, excellent quality and durability, at prices so low that the majority of people can afford to buy them
(IKEA 1994). The company targets the customer who is looking for value and is willing to do a little bit of work serving them-selves, transporting the items home and assembling the furniture for a better price. The typical Ikea customer is young low to middle income family. 2. Company Summary: 3.4. Company Background:
IKEA is a privately-held, international home products retailer that sells flat pack furniture, accessories, and bathroom and kitchen items in their retail stores around the world. The company, which pioneered flat-pack design furniture at affordable prices, is now the world 's largest furniture retailer.IKEA was founded in 1943 by 17-year-old Ingvar Kamprad in Sweden and it is owned by a Dutch registered foundation controlled by the Kamprad family. The company which was originated in Småland, Sweden, distributes its products through its retail outlets. As of August 2009, the chain has 301 stores in 37 countries, most of them in Europe, North America, Asia and Australia.
IKEA founder Ingvar Kamprad