IKEA를 찾은 고객들에게 좀 더 쇼핑하는 즐거움을 주고 있다.
2. What do you think ofthe company’s product strategy and product range? Do you agree with the matrix approach described in Figure B ofthe case?
- IKEA의 신제품개발과정은 제품구성에 우선순위를 정하는 제품전략위원회에 의해 조사된다. 우선순위는 소비자 동향에 기
_Hard to satisfy local responsibility demands
_Highly dependent on suppliers
“Where would IKEA have been today,
if it was not for the problems
faced with Swedish suppliers
inthe early 1960s?”
_Sofa weren’t big enough
_Drawers were not deep enough
_Glasses were two small
_Curtains too short
_Kitchen didn’t fit U.S size appliances
of real differentiation. It is deviation brand that present an entirely new category, hostile brand that targeting consumers showing cynical manner and reverse positioning brand determinated forward other way which is not expected to customer through the unique idea. Among the three ways, we expected what is reverse positioning brand, how to be used in which forms inthe markets and how to be dev
inthe World, Brand Value : 6.5 billion Euro (2008) and 410 million people purchase inIKEA
Scm inikea.
First of all, IKEA’s supply chain objective is finding cheaper labors and materials. As the result, ikea has been increasing the amount of purchasing from developing countries. For 10 years, it increased 16% and it was useful to decrease production cost.
2. Characteristic
3. As detail,
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 ofthe 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 inTokyo, Japan