IKEA知识PPT.ppt

IKEA,1943-Kamprad established IKEA in 1943 at the age of seventeen.,Historical development,1951-Kamprad decided to discontinue all other products and concentrate solely on selling furniture that was classy and low priced at the same time.The first IKEA furniture catalogue was issued.,1945-Kamprad started promoting business through mail order catalogues.,1947-Furniture was introduced in IKEAs product portfolio.,1958-The first IKEA stores was opened at Almhult.,1956-IKEA launched its most successful product-Flat pack furniture.,These historical brought IKEA two distinct advantages:easy to carry(for both the buyer and the company),classy and low priced,Advantages,why IKEA recognized these are their biggest treasure?,Kamprads humble beginnings(he was the son of a farmer)respect for money and an innovative mindset ensure minimal wastage and cost cutting at every level,Competition,invaluable source of productnearest IKEA store and opening hours.,The IKEA Catalogue,The IKEA catalogue serves as a permanent invitation to the IKEA store.,The IKEA catalogue is mass distributed to a substantial nuber of households in the IKEA stores Primary Market Area,year after year,door-to-door,free of charge.,The IKEA Catalogue,Marketing Mix,Product Standardized Products Do it Yourself Scandinavian Design Flat packaging,Price Low Prices Price-Material-Design-make,Promotion Lifestyle Products Love your Home Lounge and See Large price tags,Place Large stores-out of city Middle class Students Local International,According to IKEA,the companys target market was the global middle class which shared buying habits.,Localization in Global Markets,Localization in Global Markets,“white collar who want tobuy high-grade goods,but can not afford the high price.,Law income familys,Promotional Strategies,IKEAs advertising campaigns were based on unique marketing conditions and cultural sensibilities of each country,which varied significantly across marketshttp:/,IKEA stores were usually located outside urban areas,isolated from other shops.Each store is large and stock enough IKEA made shopping easy for customers.,Complete Shopping Experience,children,Garden,IKEA is the dream of most people to create a better life,IKEA is an important strategy is to sell dreams instead of the product.In order to do this,IKEA,not only provides beautifully designed,a wide range of practical,low-priced products,but also are keen on doing socially useful activity.About 12 years ago,IKEA group have begun to participate in environmental matters,and encourage people to low carbon life.relating to the aspects include:materials and products,forest,suppliers,transport,shopping environment.,Long term assistance to India and Pakistan region,Businessphilosophy,IKEA ideal is to create a better everyday life.The business philosophy is to provide a wide range of beautiful and practical,and household items at an affordable price.Sustainable development Use safety,health products and materials Have a wide variety of styles,home furnishing supplies,can find the layout of your home all the needed To create a more low price product,let more people enjoy the beautiful life,THANK YOU,