Table of Contents Page No.
Executive Summary 2痛风吃什么食物
Introduction and Summary 3
Ca Study Analysis
IKEA’s success with its standardized products 4
Adaptation strategy in Chine market 6
Young people of all ages 7
Target Market 7
Is IKEA destined to succeed in China 8读书的故事
How can IKEA adapt to local consumer behavior
In order to be successful in China 9
佛fu组词
Conclusion 9
Recommendation 10, 11
Reference 12感谢词语简短
Executive Summary
Background
IKEA, the world’s largest home furnishings retail chain, was founded in 1943 by a Swedish entrepreneur Ingvar Kamprad. IKEA offers standardized products worldwide that are Scandinavian in design worldwide. The unique idea of this famous brand is to offer the option of asmbling products to customers. The design of the furniture is very modern and light as it is made of particleboard. The products are of contemporary design and function with the concept that is bad on low price. High quality, convenience, affordability, consistency, functionality and good design are the esnce of this world clas
s home furnishing retailer.
Challenges
IKEA faced many challenges in terms of culture and business practices as well as socio-economic and political conditions in China. The biggest challenges were pricing, copycat producers and cheap labor cost for asmbled furniture.
Alternatives
To make the price more affordable for Chine consumers IKEA has developed manufacturing units in China and collects raw materials locally. Due to country specific environment IKEA cho franchising in China. Becau of cheap labor cost of Chine asmbled furniture IKEA offers reasonable fee-bad asmbling rvices. IKEA has built its stores near public transportation lines inside cities since only 20% of customers own cars in Shanghai.
Recommendations
崔可夫
IKEA needs to find more local suppliers to keep price lower. To understand local culture and purchasing habit, the company should carry out extensive market rearch. To attract more middleclass consumer huge adaptation is necessary. Extensive training for the employees and better supply chain management will solve customer rvice and out-of-stock problems for IKEA.
Introduction and summary of the ca study
IKEA is a famous Swedish furniture company that plays the best player in the home furnishing market. It entered the global market with an ethnocentric view of global marketing with their products.
The products of IKEA are standardized with an assortment that is universally accepted. The cost leadership strategy of IKEA is cured by contract manufacturers. The company takes tremendous care to match manufacturers with products. IKEA’s mission is to deliver home furnishings with good design and functions at very low price so that people from all walks of life can afford to buy them. Becau of long term contracts IKEA’s suppliers man
ufacture exclusively at low prices for IKEA where designers and suppliers work together to build savings-generating features into production.
Consumers’ relationship with IKEA is a designer to ur relationship where consumers become half producers and half consumers. Here customers are also suppliers of time, labor information, and transportation. Do-it-yourlf (DIY) concept is where consumers save most by asmbling the furniture themlves. Delivery rvices are provided by IKEA at an extra but reasonable cost. The large size of IKEA stores enables this company to include baby-sitting areas and cafeterias which in turn provides the value-eking, car-borne consumers with a complete shopping destination. By not lling through dealers, the company hears directly from its customers.
Chine consumers refrain from complaining becau of their cultural background and purchasing behavior. If they are not satisfied with any product they will stop buying the product or stop visiting the shop. IKEA’s idea to directly connect with customer is to get first-hand reaction of the customer about a product.茶文化ppt课件
In China, Hong Kong and the United Arab Emirates where market is relative small or where uncertainty may exist as to the respon to the IKEA concept, franchising has been ud by IKEA.
IKEA prices are at least 30 to 50 percent lower than fully asmbled competing products becau of large-quantity purchasing, low-cost logistics, store location, and the DIY approach marketing. The profit level has been maintained very successfully although the company has cut prices steadily.
IKEA promotes its product using catalog which is uniform except for minor regional differences. The company’s advertising goal is to generate word-of-mouth publicity through innovative approaches.
IKEA’s strategic positioning and value-added differentiation ts it apart from its competitions. Although IKEA offers limited customer assistance it creates opportunities for consumers to choo, transport, and asmble units of furniture that no other furniture company offers.
