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I K E A

I K E A. Marketing Research. IKEA – The Basics. Founded - 1943 in Smaland, Sweden By Ingrav Kamprad Stores Located Outside Cities In Europe, Asia, US, and Canada Sells Furniture, Kitchen Needs, Decorations, etc. IKEA In The U.S. . IKEA – Management Decision.

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I K E A

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  1. I K E A Marketing Research

  2. IKEA – The Basics • Founded - 1943 in Smaland, Sweden By Ingrav Kamprad • Stores Located Outside Cities In Europe, Asia, US, and Canada • Sells Furniture, Kitchen Needs, Decorations, etc.

  3. IKEA In The U.S.

  4. IKEA –Management Decision • Should IKEA Open Smaller Satellite Location In The Christiana Mall?

  5. Processed Research Design • Survey • Focus Group

  6. Shopped at an IKEA

  7. Age Of Participants

  8. Distance Traveled

  9. Last Time Shopped There

  10. Distance Discourage Visit?

  11. Visits To The Mall

  12. Focus Group • 3 Focus Groups: • University of Delaware Students - Dorms • University of Delaware Students - Off Campus • Homeowners in the Newark Area • Wanted Overall View Of: • How These Groups Made Use Of Current IKEA • Would Consider Using Smaller Branch Of IKEA Stores

  13. Focus Group • Topics of Discussion • Frequency Of Visits • Intentions Prior To Entering Store • Experience Received At IKEA • Factor Of Time • Feelings Of A Closer IKEA • Feelings Of A More Accessible, Scaled Down IKEA

  14. Focus Group - Results • Group 1 – UD Students – Dorms • Seldom Visited • Went For Smaller Items (Lamps, Chairs, etc.) • Time Was Factor • Liked Idea Of Closer Store • Caught In Middle With Proposed Idea

  15. Focus Group - Results • Group 2 – UD Students – Off Campus • Frequently Visited • Went For Larger Items (Beds, Tables, Desks, etc.) • Time Was Factor • Few Showed Extreme Interest • Hesitant To Proposed Idea

  16. Focus Group - Results • Group 3 – Newark Homeowners • Frequently Visited • Went For Larger Items (Bedroom Sets, Kitchen Sets, etc.) • Time Not Much Of A Factor • Might Take Advantage Of Closer Store • Extremely Hesitant Of Proposed Idea

  17. IKEA Decision Tree • Two Initial Decisions • More Research • Estimated Cost: $50,000 • No Research • Zero Short Term Cost • Increased Risk With Decision

  18. IKEA Decision Tree • With No Research • Open • Open Single Pilot Store • Open Multiple Stores (4) • Don’t Open

  19. 82.5 M/Yr/Full IKEA • 1/3 For Micro = 27.5 M • 27.5 M – 15 M Start-up Cost • = 12.5 M/Yr Micro IKEA w/ No Market Research

  20. IKEA Decision Tree • With Research • Receive Positive or Negative Feedback • Open • Open Single Pilot Store • Open Multiple Stores (4) • Don’t Open

  21. IKEA Decision Tree • Conclusion • Agrees With Group Research Decision • Negative Research Says Don’t Open Store • Research Is Worth Investment

  22. IKEA Lessons Learned • Larger IKEA Preferred • Focus Groups Elaborated On Survey Findings • Time Is Important Factor In Data Collection • Research Worth the Investment • Must Be On Look-Out For Overlooked Variables

  23. THANKS!

  24. Bibliography • “Furnishing the world” • The Economist • November 19, 1994; Richard Stevenson. • IKEA Invades America • Harvard Business School • September 14, 2004 • www.IKEA.com

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