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.

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• 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
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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

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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

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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
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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

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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

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Ikea Includes

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

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Works Cited

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