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HISTORY OF IKEA

HISTORY OF IKEA. Founded by Ingvar Komprad when he was 17 , in 1943 in sweden . The brand name IKEA is comprised of the first letters of his name ( Ingvar ), surname ( Komprad ) , village he was born ( Elmtaryd ) and the farm he lived in ( Agunnaryd )

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HISTORY OF IKEA

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  1. HISTORY OF IKEA • FoundedbyIngvarKompradwhen he was 17 , in 1943 in sweden. • Thebrand name IKEA is comprised of thefirstletters of his name (Ingvar), surname (Komprad) , village he wasborn (Elmtaryd) andthefarm he lived in (Agunnaryd) • At firstthefirmwassellingcheappencils, nylonstockings , clocksetc…

  2. HISTORY OF IKEA cont’ • In 1948 furniturestookplace in IKEA store. • In 1951 first IKEA cataloguewasprinted. • Thefirst IKEA store in Turkeywasopened in Umraniye/Istanbul in 2005. • IKEA is now aninternationalhome products company that designs and sells ready-toassemblefurniture, appliances and home accessories. The company is now the world's largest furniture retailer.

  3. General Information • Total storenumber is 306 in 41 countries • Over 600 millions of visitors in 2010. • InTurkey 11 millionvisitors. • 198 millioncatalogues is printed in 2010 (morethanbible). • InTurkey 4 millioncatalogues. • 23 billioneuro total revenue.(2009)(450 million in Turkey. • 2.5 billioneuroprofit.(2009)

  4. General Informationcont’ • 127.000 employeesworldwide. • InTurkey 1600 employeesover 100.000 squaremeterstorearea. • Thomas Bergström( Chairmanand CEO) • MikaelBartroff (General Director in Turkey)

  5. IKEA in Turkey • IKEA usesfranchisingsystemthroughtheworld. InTurkeyfranchisee is Maya Holding Inc. Co. • InTurkeytherearefour IKEA stores. Theyare in Umraniye(Istanbul) , Bayrampasa(Istanbul) , Bornova (Izmir) and Osmangazi (Bursa). • Nextstorewill be opened in Ankara thisyear.

  6. The IKEA Concept The IKEA Concept is based on 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. Rather than selling expensive home furnishings that only a few can buy, the IKEA Concept makes it possible to serve the many by providing low-priced products that contribute to helping more people live a better life at home.

  7. STRATEGIES • Lowpricesbyexcludingthecosts of transportationandassembling. • Althoughthepricesare not sohigh, quality is good. • 6500 differentproductsandabout 50 samplelivingspace in a store. • Generally, storesare not in thedowntown.

  8. STRATEGIES cont’ • IKEA heavilyusescatalogues. Theyuse internet,tv,newspapers,magazinesetc.. • Parkingspaceavailable is generallysufficient. • Familycard is provided. It has adventagessuch as; discounts , longerpaymentperiods , youget 1 percent of yourpayment as a bonusandyou can spend it laterandalso , ifyouspendmorethan 150 tlyouearnoneportion of swedishmeatball.

  9. Comparison • Total size of thefurnitureretailingsector in Turkey is about 7.5 billiondollars. • Rivals in the market areKoctas , Bauhaus , Maskoandlocalproducers. • Koctas has a market share of 45percent. • Ikea is relativelynew in the market. It’sshare is about 15 percent. • Ikeawantstodoubleıt’sstore size andemployeenumber in thenextfiveyears.

  10. StoreAtmospherics • Layout: Mouse trap • Size: Wide • Lighting: Bright • Density: Generallycrowded • Shelving: Tidy

  11. StoreAtmospherics

  12. IKEA Store Plan • IKEA stores are known for their “one-way” layout, which forces shoppers to tour the store from start to finish, with only one primary path

  13. IKEA Store Plan

  14. Restaurant • IKEA is also well known for theirfoodstation, with the most popular item being Swedish meatballs. The food station often opens daily before the rest of the store and serves an affordable breakfast. 6-10 percent of the total revenuescomesfromthisrestaurants.

  15. Restaurant

  16. SocialResponsibility • After the Pakistan earthquake of 2006, IKEA gave 500,000 blankets to the relief effort in the region. • IKEA has provided furniture for over 100 "bridge schools" inLiberia. • In the 2008 SichuanEarthquake in China, IKEA Beijing sold an alligator toy for 40yuan (US$5.83, €3.70) with all income going to the children in the earthquake struck area

  17. EnvironmentalResponsibility • IKEA also supportsAmericanForrest to restore forests and reduce pollution. • Producinga model of chair (OGLA) made from 100% post-consumer plastic waste. • Reducing the use of chromium for metal surface treatment. • Using wood from responsibly-managed forests that replant and maintain biologicaldiversty.

  18. ThanksforListening

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