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Pereya (Pear) Suviwattanachai 931 549 969 Nalinrach (Pook) Suksathaporn 931 549 945 Sithiphon (New) Suwanboriban 931 410 416. Background. IKEA –> IK = I ngvar K amprad (founder’s name) E = E lmtaryd (farm) A = A gunnaryd (home country) Founded in 1943

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  1. Pereya (Pear) Suviwattanachai 931 549 969Nalinrach (Pook) Suksathaporn 931 549 945Sithiphon (New) Suwanboriban931 410 416

  2. Background • IKEA –> IK = Ingvar Kamprad (founder’s name) E = Elmtaryd (farm) A = Agunnaryd (home country) • Founded in 1943 • Beginning: offered pens, wallets, and clocks. • Today : • IKEA Furniture (self-assembly furniture) • 278 stores in 36 countries • 522 million visitors • $28.6 billion USD (Revenue)

  3. Organization • Motto “to create a better everyday life for the many people” • Product range focuses on good design and function at a low price • Goal to reach as many people as possible • Advertisement - catalog - online - TV ads YouTube - IKEA Nanny Banned Commercial

  4. Store Format • Large blue buildings • Few windows • One-way layout The long natural way • Furniture showrooms House wares Cashier’s station Warehouse

  5. Strengths • Unique Resources • Value • Rareness • Inimitability • Organization • Cost-Effective • Low-price • Big volume

  6. Strengths • Strategic Positioning • “Self-service model” • Customers willing to trade (off service for price) • Design by themselves • Valuable advertising sources • IKEA catalogue • 191 million copies 56 editions 27 languages

  7. Strengths • InternationalBrand Recognition • Unique philosophy & low price • Distribution Channels around the world • Europe, U.S., Asia, Latin America • Immense experience in designing and manufacturing • Cooperating with skilled producers

  8. Weaknesses • Rely heavily on Europe Market - 81% of the IKEA department stores are located in Europe • Availability - Most stores are located outside of city centre - Have to drive a long way to come to the IKEA

  9. Weaknesses • Several complaints on TV ads - many of them were banned YouTube - Ikea Commercial :: Tidy Up

  10. Opportunities • Opportunity to grow in many more locations • Seek out smaller markets before entering more metropolitan locations • Plus financial strength • Find less expensive real estate in the suburbs than in urban locales

  11. Threats • Competition - Wal-Mart and Galiform • Cultural Threats - Especially in Asia market (TV Ads) http://www.youtube.com/watch?v=3TO90OV1IME&feature=related • An increase in shipping & material costs • Crime - Shoplifting, breaking in

  12. Thank you for your attention

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