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Strategy Analysis: Achieving Competitiveness through IKEA's Cost Leadership Approach

Explore IKEA's origin, Global Cost Leadership strategy, Swedwood factories, economic furniture design, logistics efficiency, and sales model. Learn why competitors struggle to imitate IKEA's low-cost success.

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Strategy Analysis: Achieving Competitiveness through IKEA's Cost Leadership Approach

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  1. Primena analize dve osnovne strategije ostvarenja konkurentnosti

  2. IKEA • poreklo - 1953.g.,osnivač Ingvar Kamprad • trgovina nameštajem na veliko, niski troškovi • Globalna strategija –vođstvo u troškovima (target – mladi bračni parovi, mladi ljudi koji su započeli samostalan život), nizak stepen prilagođavanja nacionalnim trendovima u zemljama, ista vrsta nameštaja • Fabrike- Swedwood, proizvodi samo 10% ukupne prodaje Ikee, ostatak je outsourcing – proizvodnje svuda po svetu od strane podproizvođača

  3. IKEA • Ekonomski dizajn- nameštaj jednostavnih formi (dizajn se kreira i do dve tri godine unapred) • Logistika –veliki magacini na jeftinim lokacijama, flat -pack format prodaje- ekonomija troškova skladištenja i transporta, • Prodaja – manji broj prodajnog osoblja, kupci ne zahtevaju dodatnu podršku (izaberi, pokupi sa police, plati i nosi), niski postprodajni troškovi • VOĐSTVO U TROŠKOVIMA- niski troškovi proizvodnje, jednostavan dizajn, niski troškovi distribucije i postprodajni troškovi • nema imitatora za ovu strategiju • vrednost brenda IKEE, je 7.8 mlrd eura • ova strategija ima i neke elemente diferencijacije (dizajn) • osnovni pokretač profita su ipak niski troškovi • Fly –francuski proizvođač nameštaja pokušao je da delimično napravi repliku IKEE , niko do danas nije uspeo u tome

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