Patty Brantley

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Patty Brantley

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Patty Brantley Amanda Randall Hien Nguyen The IKEA Vision The IKEA vision is to create a better everyday life for the many people. We make this possible by ... – PowerPoint PPT presentation

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Title: Patty Brantley


1
  • Patty Brantley
  • Amanda Randall
  • Hien Nguyen

2
The IKEA Vision
  • The IKEA vision is to create a better everyday
    life for the many people. We make this possible
    by offering 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.

3
Location
  • Portland, OR
  • Near the Portland Airport
  • opening in Spring 2007!
  • Seattle, WA
  • 601 SW 41st St.
  • Renton, WA 98057
  • store hours
  • Mon-Fri 10am-10pm
  • Saturday 9am-10pm
  • Sunday 9am-9pm

-280,000 square-foot
-approximately 1,200 parking spaces
-feature four model homes
-50 room settings
-supervised childrens play area
-250-seat restaurant serving Swedish specialties
4
History
  • 1943 IKEA is founded by Ingvar Kamprad.
  • Swedish retailer
  • 1955 IKEA begins designing its own furniture.
  • 1985 The first IKEA store opens in the USA.
  • 1993 IKEA reaches 114 stores in 25 countries.

5
  • Company Motto
  • Affordable Solutions for Better Living
  • The IKEA group has 90,000 co-workers and
  • operates in 44 countries.
  • Worlds leading home
  • furnishings retailer
  • Low-cost home products
  • Assembled products by the
  • consumer

6
  • sales by region Asia Australia 3 North
    America 16 Europe 81
  • top 5 sales countries
  • Germany 19 USA 11 United Kingdom 11 France
    9 Sweden 8

Sales for the IKEA Group for the financial year
2004 (1 September 2004 - 31 August 2005
7
Ikea the Environment
  • Use of wood-recyclable, biodegradable and
    renewable material
  • Select wood that is from verified, well-managed
    forests that have been certified
  • Free disposal of light bulbs
  • Minimize costs by reducing wastes-saving raw
    material, energy and other resources
  • Selecting the right environmental friendly
    products
  • Use leftover material from one product to
    another
  • Employees are environmental co-ordinators
    working in different ways to increase
    environmental awareness

8
Outlook for 2007
  • The Ikea group plans to focus on the following
    issues for 2007
  • Reduced Prices
  • Continued Quality assurance at all levels
  • Expansion
  • Continued focus on environmental and social issues

9
Customer Service
  • Restaurant in store
  • IKEA exit bistro
  • Swede Shop
  • IKEA Restaurant
  • Child Care
  • Supervised Playroom
  • Baby Care Room
  • Food Warming Facilities
  • Childrens Meals
  • Design Advice
  • Office Planning
  • Kitchen Planning
  • Home Furnishing Advice
  • Store Atmosphere
  • Easily Located Products
  • Browse through showrooms and try out products
  • Delivery Services available or take home products
    immediately
  • Company Website
  • Ask Anna
  • Product Recall Information
  • IKEA Recycling Information
  • Online room planners
  • Store Locator

10
Marketing Mix
  • Product
  • Everything for the home
  • Kitchens, bathrooms, sofas, chairs, beds and
    textiles, rugs, floors, lamps, plants, and
    everything in between
  • Displayed to show design possibilities with IKEA
    products
  • Assembled by the customer
  • Place/Distribution
  • Merchandise sold in 254 Free Standing IKEA stores
    in over 44 countries as well as on the internet
  • Exclusive distribution plan

11
Marketing Mix
  • Promotion
  • THE IKEA CATALOGUE is the most important
    marketing channel. 2007s catalogue was printed
    in 175 million copies in 55 editions and 27
    languages.
  • Other promotions include their seasonal sales,
    internet deals and television advertisements
  • IKEA Credit Card
  • Price
  • Low to moderate pricing depending on item
  • Prices range from 9-19.99 for simple lamps to
    over 4,000 for complete rooms
  •  enlarge image

Leather Sofa 999.00
Swivel Chair 129.00
Chandelier 69.99
12
Target Market
  • Diverse group of men and women
  • Age 25-45
  • 35,000-65,000
  • Located in Major Cities in the US as well as
    Internationally
  • Creative Inspiration and DIY

13
Competition
  • Intertype Competition
  • Home Improvement Stores
  • Home Depot
  • Jerrys
  • Department Stores
  • Meier Frank
  • Macys
  • Discount Retailers
  • Wal-Mart
  • Fred Meyers
  • Intratype Competition
  • Crate and Barrel
  • Pier 1
  • Pottery Barn
  • Furniture retailers utilizing similar store
    layouts
  • M.Jacobs
  • Ashleys Home Furnishings
  • Ethan Allen

14
Store layout
  • Original design
  • warehouse on the lower levels
  • Showroom and marketplace upper levels
  • One way layout- leads customers along the long
    natural way
  • Loop layout
  • Sequence involves
  • Furniture Showrooms
  • Housewares (market-hall)
  • Warehouse (self serve)
  • Tour of IKEA
  • Which arrive at the cashiers station to make
    payment

15
Ikea Includes
  • Restaurants
  • Swedish food
  • Meatballs
  • Local cuisine
  • Interactive Website
  • Catalog
  • Normally at one place in the store where there
    are large windows.

16
Works Cited
  • Ikea. Com
  • http//en.wikipedia.org/wiki/IKEA
  • www.answers.com/topic/ikea
  • www.youtube.com/watch?vTDoWr9NdtOw
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