[마케팅] 아이케아 IKEA 마케팅 전략(영문)

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레포트 > 경제경영계열
2010.11.24
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[마케팅] 아이케아 IKEA 마케팅 전략(영문)에 대한 자료입니다.

IKEA Summary
IKEA Company
IKEA Stores

IKEA Worldwide SWOT
Strength
Weakness
Opportunity
Threat
Problem
Recommendation

IKEA Strategic Analysis
Target Market Analysis
Competitors Analysis

Conclusion

Sources

본문내용

IKEA offers 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. To make good products at low prices, it needs to develop methods that are both cost-effective and innovative. IKEA becomes one of the first manufacturers to produce furniture with patterns produced directly on fiberboard and particleboard. IKEA starts to expand its focus to kitchen solutions with dining furnishings in 2005. In Asia, its first full-owned store opens in Tokyo, Japan in 2006.
Although IKEA household products and furniture are designed in Sweden, they are largely manufactured in developing countries to keep down costs. With suppliers in 50 countries, roughly 2/3 of purchasing is from Europe with about 1/3 from Asia. A small amount of products are produced in North America.

IKEA Worldwide SWOT: Strength

One of the main goals of IKEA is to make high quality products with low prices. The founder’s philosophy was to save and to make high quality products to satisfy consumers. Because of this, the quality test is very strict. Moreover, in the concept of price, it takes the low price position. Rather than selling expensive home furnishings that only a few can buy, the IKEA Concept makes it possible to serve the many by providing low-priced products that contribute to helping more people live a better life at home. The concept is that we don’t afraid of effort that we just remained the low cost. Since IKEA thinks having the certain price difference with other competing companies is necessary, it offers high functional and well-designed home furnishing products at much lower prices than competitors by using simple cost-cutting solutions that did not affect the quality of products.
IKEA has widely extensive product range. Fundamental activities such as eating, sleeping, storing items, socializing and so on create a demand for furniture and practical products in order to solve essential human needs. The IKEA satisfies these needs by offering a wide range of well-designed, functional home furnishing products at low prices that as many people as possible will be able to afford.

Chart 2 Turnover of All IKEA Stores(Sales Tax Excluded)

IKEA’s design is diverse and practical. People say that if it was not IKEA, then it was impossible to think about nice and latest designs with low prices. Some are very simple(the concept is “Simplicity is a virtue”) but others are as luxurious as to name after designers. This tells us that IKEA has used segmentation strategy to approach to various levels of customers.

Chart 3 The Number of Visits to All IKEA Stores Worldwide

Lifestyle service is another strength that IKEA has. Lifestyle service means that IKEA not only sells its DIY products but also sells its unique lifestyle. Once again, this means, anybody that

참고문헌

IKEA History
URL: http://www.ikea.com/ms/en_AU/about_ikea/the_ikea_way/history/index.html
Date: 2010/05/03

IKEA Sets its Sights on the Sun
URL: http://futurethinktank.com/2008/08/07/ikea-sets-its-sights-on-the-sun/
Date: 2010/05/03

Jonathan Cagan, {Creating Breakthrough Product}, Prentice-Hall, 2002
Date: 2010/05/03

Inter IKEA Systems B.V.
URL: http://franchisor.ikea.com/showContent.asp?swfId=facts1
Date: 2010/05/05

IKEA Catalog 2010
Date: 2010/05/05

Rudiger Jungbluth, {IKEA}, (Translated by BAE, Inseob), Miraebook, 2006
Date: 2010/05/05

Living Stingy: Should You Shop at IKEA?
URL: http://www.livingstingy.blogspot.com/2010/04/should-you-shop-at-ikea.html
Date: 2010/05/06

IKEA, Cleco Add Solar Panels
URL: http://www.environmentalleader.com/2010/04/23/ikea-cleco-add-solar-panels/
Date: 2010/05/06

IKEA Launches Mobile Phone Service
URL: http://techland.blogs.fortune.cnn.com/2008/08/04/ikea-launching-mobile-phone-service
Date: 2010/05/06

#IKEA #that

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