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Patty Brantley Amanda Randall Hien Nguyen. The IKEA Vision.

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patty brantley amanda randall hien nguyen
Patty Brantley

Amanda Randall

Hien Nguyen

the ikea vision
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.”
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 children’s play area

-250-seat restaurant serving Swedish specialties

  • 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.

*World’s leading home

furnishings retailer

*Low-cost home products

*Assembled products by the


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
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


Continued focus on environmental and social issues

Outlook for 2007
customer service
Customer Service
  • Restaurant in store
    • IKEA exit bistro
    • Swede Shop
    • IKEA Restaurant
  • Child Care
    • Supervised Playroom
    • Baby Care Room
    • Food Warming Facilities
    • Children’s 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
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
marketing mix11
Marketing Mix

 enlarge image

  • Promotion
    • THE IKEA CATALOGUEis the most important marketing channel. 2007’s 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

Leather Sofa $999.00

Swivel Chair $129.00

Chandelier $69.99

target market
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
Intratype Competition

Crate and Barrel

Pier 1

Pottery Barn

Furniture retailers utilizing similar store layouts


Ashley’s Home Furnishings

Ethan Allen

Intertype Competition

Home Improvement Stores

Home Depot


Department Store’s

Meier & Frank


Discount Retailers


Fred Meyers

store layout
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 cashier’s station to make payment

ikea includes
Ikea Includes


  • Swedish food
    • Meatballs
  • Local cuisine

*Interactive Website


    • Normally at one place in the store where there are large windows.
works cited
Works Cited
  • Ikea. Com