Presentation on ikea

IKEA INTERNATIONAL

SUBMITTED BYRACHIT GULATIMBA 1ST YRM100700043

IKEA is a private held international home product company.

Incorporated in 1943. Head office at ALMHULT,SMALAND,SWEDEN

INTRODUCTION

IKEA is an international home product company that designs and sells ready to assemble furniture apppliances and home accessories.

In what business we are in?

"To create a better everyday life for the many people.”

IKEA VISION

IKEA home accessories.

PRODUCT SELECTED FOR RESEARCH

Total revenue of ikea is 31 billion $ in 2009

With a market share of 6.1 % globally

Total revenue and Market share

1)NORTH AMERICASUSACanada2)EASTERN EUROPEBulgariaRussia3)WESTERN EUROPEGermanyNetherlands

IKEA GLOBAL OPERATIONS

4)OCEANIA Australia5)ASIA China Singapore Japan6)MIDDLE EAST Saudi Arabia

IKEA GLOBAL OPERATIONS

Kitchen accessories BookCase Ranges Boxes Picture and Frames Doors Book Shelves Wall Decoration things

PRODUCTS OF IKEA in HOME ACCESSORIES

IKEA GLOBAL OPERATIONS

IKEA currently operating in 37 countries and territories.

IKEA has 301 stores.

IKEA STORES WORLDWIDE

Sales

EUROPEASIA AND AUSTRALIANORTH AMERICASMIDDLE EAST

Sales of IKEA

COMPETITORS OF IKEA

Is an American co. Headquarters in New York,USA It is in Fortune 500 list.

PRODUCTS-Art and craftHome storage productsKitchen toolsKitchen AccessoriesCabinets

JARDEN

It is an American Brand founded in 1963 Home and Hardware is one of the division of

FORTUNE BRANDS. It’s in Fortune 500 Companies.

PRODUCTSOmega CabinetryKitchen accessoriesMaster LocksDoors

FORTUNE BRANDS (Home and Hardware)

MASCO Screw Product co. An American company Head office in Michigan USA

PRODUCTS Kitchen Accessories Cabinets Pictures and Frames

MASCO

An American manufacturers subsidiary of Newell Rubbermaid.

Head office in NorthCalifornia, USA. It is one of the fortune 500 companies.

PRODUCTSSheds,Step stoolsShelvingsKitchens AccessoriesPictures Frames

RUBBERMAID

It is leading UK based company. Incorporated in 1964 in London. Headquarters in london UK

Products Kitchen cabinets Doors Floorings

Galiform

IKEA vision "To create a better everyday life for the many people.”

IKEA aims to provide product also to those who can’t spend huge money.

Our market positioning statement is "Your partner in better living. We do our part, you do yours. Together we save money."

IKEA PRODUCT POSITIONING

By Developing stylish Retail Outlets in different areas

CO. spending huge amount on advertisment of their products.

IKEA PRODUCT POSITIONING

Wide range of products according to the need of consumers.

Products available for different sections of the society.

Products adaptation according to the need of different market.

Diversify product line and product depth.

PRODUCT STRATEGY

Low priced furniture store provides reassemble furniture and casual furniture.

Most of IKEA’s product are stylish that makes the company unique.

Concept of Flat packaging which makes it easier to consumers to transport the furniture.

PRODUCT STRATEGY

IKEA designs its own furniture.

IKEA offers a variety of style for interested consumers to choose from.

PRODUCT STRATEGY

High Profile advertisment campaigns. (spending 70% of annual marketing budget in

printing catalogs.)

Upon entry to IKEA store shoppers are guided properly.

Online shopping

IKEA providing home delivery serice to its customers.

PROMOTION STRATEGY

After sale service to the customers.

Online advertisments.

PROMOTION STRATEGY

IKEA’S low priced create appeal amongst its customers in touch.(Its vital to keep price as low as possible when retail sector is in depression)

IKEA pricing strategy targets consumers with limited financial resources

The co. must ensurethat it is always recognised as having the lowest prices on the market in the future.

PRICING STRATEGY

IN EUROPE IKEA is planning to open 10 new stores in

europe.

Russia is a potential market for IKEA because the economy of Russia is expanding.

Germany is a largest market of IKEA.

Future growth of IKEA in selected countries

IN NORTH AMERICASAmerica market can be tough for IKEA as

thereAre big competitors likeFORTUNEBRANDS,JARDEN,MASCO exists.

IKEA planning to open 5 new store in USA.

Future growth of IKEA in selected countries

IN ASIA Asia is a large potential market for IKEA IKEA is planning to enter in INDIA

In 2011 IKEA is going to open its store in MALAYSIA

CHINA,JAPAN and SINGAPORE is profitable market to expand.

Future growth of IKEA in selected countries

IN AUSTRALIA AUSTRALIA is a big market for IKEA.There is

always demand for ready to assemble furniture.

IKEA increasing employees in there stores IKEA is currently operating in all the states

of AUSTRALIA and planning to increase its stores.

Future growth of IKEA in selected countries

Currently IKEA is not operating in LATIN AMERICA.(MEXICO,BRAZIL,CHILE,ECUDOR)

AFRICA can be a profitable market for IKEA (SOUTH AFRICA)

In ASIA, INDIA is a big potential market. IKEA is planning to open new store is china.

POTENTIAL MARKET FOR IKEA

IKEA is a well know global brand with hundreds of stores across the world.

IKEA Passion combines designs,low prices economical use of resources & responsibilty for people.

IKEA is intent on becoming a leading

example in developing a sustainable business.

CONCLUSION