Case Summary IKEA is a multinational organization that designs and sells ready-to-assemble furniture, appliances, and home accessories. Founded in Sweden during the early 1940s by Ingvar Kamprad under the Stitching INGKA Foundation, IKEA ranks #45 on Forbes 2015 list of the world’s most valuable brands and ranked 269th as America’s Best Employers. It pioneered the flat pack design furniture at reasonable prices and had fast become one of the world’s largest furniture retailer. As of May 2015, Forbes listed IKEA’s estimated brand value at 11.8 billon. Quite an accomplishment for a 17 year old founder whose entrepreneurial career began as an odds and ends salesman (Bartlet & Nanda, 1996, p. 1). From its inception of what is often referred …show more content…
He is its patriarch. Kamprad’s imprint is visible on virtually every aspect of IKEA’s organizational culture. “He focuses on the human aspect. What motivates Ingvar is not profit alone but improving the quality of life of the people” (Bartlett & Nanda, 1996. p.3). From the store design to materials to long-term relationships with suppliers, Kamprad actively participated in its execution. Kamprad learned how to turn challenges into opportunities and as such benefitted in incredible revenue growth and globalization. IKEA’s culture, strategy and organization illustrates Kamprad’s vision and dedication to frugality. From requiring executives to work showroom floors to travel constraints to expansion into countries like the US as well as changes in leadership, IKEA has managed to not only survive but thrive (Bartlett & Nanda, 1996). Growing from a handful of stores to over 300 stores in 47 countries, critics wonder if IKEA can maintain its competitive strategy of target costing as well as its Scandanavian organizational culture without Kamprad at the helm? Moreover, should IKEA want to??? Case Study Analysis IKEA Success According to Michael Porter, “competitive strategy is about being different. It means deliberately choosing a different set of activities to deliver a unique mix of value” (1996, p.4). IKEA’s strategy was the epitome of different. Moreover, it’s initial advertising and marketing promoted its image as “those impossible Swedes with strange ideas”
1)Given the SWOT analysis presented in the case, what are IKEA’s key competitive advantages? What strategic focus should the company take as it looks to further expand into the U.S. market?
1. Given the SWOT analysis presented in the case, what are IKEA’s key competitive advantages? What strategic focus should the company take as it looks to further expand into the U.S. market?
In 1951, to reduce product returns, he opened a display store in nearby Älmhult village to allow customers to inspect products before buying. It was an immediate success, with customers traveling seven hours from the capital Stockholm by train to visit. Based on the store’s success, IKEA stopped accepting mail orders. Later Kamprad reflected, “The basis of the modern IKEA concept was created [at this time] and in principle it still applies. First and foremost, we use a catalog to tempt people to visit an exhibition, which today is our store. . . . Then, catalog in hand, customers can see simple interiors for themselves, touch the furniture they want to buy and then write out an order.”2 As Kamprad developed and refined his furniture retailing business model he became increasingly frustrated with the way a tightly knit cartel of furniture manufacturers controlled the Swedish industry to keep prices high. He began to view the situation not just as a business opportunity but also as an unacceptable social problem that he wanted to correct. Foreshadowing a vision for IKEA that would later be articulated as “creating a better life for the many people,” he wrote: “A disproportionately large part of all resources is used to satisfy a small part of the population. . . . IKEA’s aim is to change this situation. We shall offer a wide range of home furnishing items of good design and function at prices so low that the majority of
IKEA Company was founded in 1943 by Ingvar Kamprad. The name of IKEA is originally formed from the first letter of the founder’s name and the names of the property and the village where he grew up. At the beginning, IKEA produced and sold simple things (such as pens, wallets, table, pictures frame, watches and jewellery) in the base of low price. The production of furniture in IKEA began during 1947 and in 1955 IKEA Company started to design its own furniture. Based on the company’s motto “Well designed and affordable quality furniture for everybody,” IKEA has been able to grow into fame company
Ikea was founded in 1943 when Ingvar Kamprad was given the Ikea name by his father. Ikea stands for; Ingvar Kamprad elmtaryd Agunnaryd, the son 's first and last name and the farm and village where he grew up. The first Ikea sold small items such as pencils, table runners and nylon stockings, all for exceptionally affordable prices. Ingvar knew he had found a system that worked, by 1945 he had expanded. Ingvar started advertising in local newspapers and began a do-it-yourself mail order service, where goods were transported by the local milk van to the train stations. In the early 1950 's Ikea published a magazine discovering that customers wanted more, forcing Ikea to innovate. In 1953, the first "hands on" Ikea
IKEA is using a different operation strategy from their competitors. The operation of IKEA has to cope with large volume because their products are highly repeatability and specialised. The variety of products the operation needs to create is low to medium as they offer
IKEA is a privately held, international home products company that designs and sells ready to assemble furniture such as beds and desks, appliances and home accessories. The company is the world's largest furniture retailer. Founded in 1943 by 17 year old Ingvar Kamprad in Sweden, the company is named as an acronym comprising the initials of the founder's name (Ingvar Kamprad), the farm where he grew up (Elmtaryd), and his home parish. IKEA has 300 home furnishing superstores in 35 Countries and was visited by some 583 million shoppers. IKEA’s low priced elegantly designed merchandise displayed in large warehouse stores, generated sales of $21.2 billion in 2008, up from 4.4 billion in 1994. The fledgling company sold fish,
Ikea, originating from Sweden was started out by Ingvar Kamprad by first selling daily used items and home accessories in the 1940s, over the years it has now evolved to being an established home furnishing company that “designs and retails its own ready-to-assemble furniture, appliances and home accessories”.
IKEA's strategy is derived from environmental conditions; the Swedish company's understanding before customers want functional furniture, the attractive and modern design, and affordable, with immediate availability. The furniture has lost its status as a heritage object, to become a universal object of consumption.
Ikea was successful in entering the furniture retail market in Sweden because it capitalized on good timing and original ideas. At the time of Ikeas initial phases, furniture prices in Sweden rose 41% faster than other household goods between 1935 and 1946. Ingvar Kamprad, the founder of Ikea Saw this as a great opportunity to offer quality furniture at a much lower price than other retailers, that the majority of people can actually afford. Ikea was also able to overcome adversity through creativity in business processes. When initially traditional retailers fought against Ikea’s ideas and banned them from selling at the Stockholm Trade Fair, the took orders or got names of customers in order to sell to them after the event. On another occasion, they overcame trouble with the retail cartel by establishing manufacturing sources in Poland instead of Sweden. This actually resulted in lower costs for Ikea and therefore allowed them to sell products at even lower prices than before. They also differentiated themselves from other companies not only through price but also through store design and location. Instead of locating in downtown hubs, Ikea set up its stores in areas with a lot of land to provide ample parking space which went hand in hand with their concept of cash-and-carry retailing. Furthermore, within the stores established many basic practices, such as wide
Ikea, the world’s largest home furniture retailing company, was founded by Ingvar Kamprad. He built his business empire through developing a distinct corporate culture. The Ikean
IKEA is recognized as one of the reputed brands of Sweden, operating in the segment of ready-to-assembled furniture’s, fittings, appliances, and many others designed accessories and equipments. Although it entered in this segment in the year 1943 in Sweden but very quickly it expanded its operations in the markets of China as well. It is mainly due to its modern architectural stylish designs and eco-friendly nature. This helped Ikea to improve its brand image and profitability by almost 50 percent as compared to previous years. This proved extremely effective for Ikea to enhance its customer bases and reliability in the market among many other rival players (Inter IKEA
Ikea’s approach to ‘DIY’ has been a massive success and they’ve built a strong based on this unique experience, and best of all, its affordable! Due to their approach to business Ikea is “The world 's largest furniture retailer by sales” (Mollnos). Ikea’s furniture allows room for creativity within the space being designed. Their affordable prices are ideal for the average consumer. Ikea has a fruitful way to bring in a younger crowd based on the success of their Instagram account. The account shows rooms transformed from dull and cluttered to organized and inviting. Being able to view real average people who have transformed their homes with affordable, modern furniture is an excellent move for Ikea. When shopping at an Ikea store, the products displays are meaningful and products that coordinate are placed together. This proves to be successful when additional furniture is purchased.
“Trends come and go, but combining a low price with good design and function never goes out of style” – This quotation tells us a lot about IKEA, a world-wide leading Home Furnishings brand, which was originated in Smaland, Sweden in 1943. Since then, IKEA has officially opened its stores in more than 30 countries, including Singapore.
IKEA’s strategy before the mishaps in America could be characterized as going against the norm charting their own path to success using low priced manufactures to secure lower selling prices aimed to target those who were of older age and of middle class standing. Their new strategy was to target those of a younger demographic, young married couples, college students, and 20-30 something singles. By reemphasizing design, promoting through hip quirky advertisements, and encouraging consumers to do away with their old furniture, IKEA revenues doubled in a four-year period. IKEA today has adapted somewhat of a local customization strategy where their store layouts will resemble that of many local household layouts as proven by their success in China where they failed to expand beforehand. They also keep their prices extremely low in some areas as China by sourcing a large percentage of products in the area of operation.