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 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.
Location
Seattle, WA
601 SW 41st St.
Renton, WA 98057

store hours
Mon-Fri 10am-10pm
Saturday 9am-10pm
Sunday 9am-9pm
Portland, OR
Near the Portland Airport

opening in Spring 2007!
-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
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.

*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

$$$
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
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
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
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

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
enlarge image




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
Swivel Chair
$129.00
Leather Sofa
$999.00
Chandelier $69.99
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

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

*Restaurants
Swedish food
Meatballs
Local cuisine

*Interactive Website

*Catalog


Normally at one place in the store where there are large
windows.

Works Cited
Ikea. Com
http://en.wikipedia.org/wiki/IKEA
www.answers.com/topic/ikea
www.youtube.com/watch?v=TDoWr9NdtO
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