Slayt 1

Damla KAAN

Job Idea I: Ingvar (name)

K: Kamprad (surname)

E: Elmtaryd (birth farm)

A: Almhut (town of birth)

We should offer 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. Ingvar KAMPRAD

VisionA better daily life.. Being in the side of the majority

Offering thousands of well-designed and functional furniture and home accessories at low prices that many people can buy

Retrenching in every field that comes to mind, except ideas!

Not receiving money on workings that customer can make

Retrenching together for a better daily lifeIKEA Concept Based on offering a wide range of well designed, functional home furnishing products atprices so low that many people 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.

Guides the way IKEA products are designed, manufactured, transported, sold and assembled. History

1926

Ingvar Kemorad was born.1943

He registered his firm in 28 July,IKEA.

1946

Wholeslale ballpoints pens. The very first IKEA ad. Written by the founder himself.1948

Stylish , modern furniture is introduced into The IKEA product range.

History

1951

The first IKEA catalogue was distributed.Then, as now, free of charge.1953

Albin Lagerblads furniture in Almhultwas bought and converted into the firstshow-room of IKEA.

1955

IKEA started to design its own furniture.

1955

Partnerships were up to 100.

6History

1958

The very first IKEA store opened in Almhult,Sweden.

1958

Designer Gillis Lundgren created TORE series. These products were considered forchildrens rooms.

1959

Disassembled furniture idea was created.Flat packages= Lower transportsCosts = Lower prices1961

Quality tests, which were accordance with Sweden Test Standarts , were started.

7History

1961

First agreement was signed with the none-Scandinavian partner(Poland). Their first delivery was 20.000 furnitures.

1963

First store outside of Sweden was opened inOslo- Norway.

1964

Cafe chair from bending beech tree wasre-designed for fitting to IKEA concept.

1964

Is expensive furniture better than cheap?was the headline in Swedens leading home furnishing magazine. The result was sensational.History1965

The first store in Stockholm was opened. At that time, it was the largest home furnishing store in Europe.1965

Kitchen part was opened in StockholmsStore.1973

The first store outside of Scandinavia wasopened. 1975

Plastic chair, called SKOPA, started to produced.

History1978

IKEAs shelves was moved to living roomsat first time. 1980

LACK came out. This stand was build from a sound and light material uses in room door building.1980

KLIPPAN Sofa with a replaceable and washable sheath came out.1982

PATRULL child security product serie, shows IKEA's commitment to safety, cameout.

History1984

A fabric, which produces supermarketCars, started to produce frame of MOMENT sofa. This design won an award.1985

STOCKHOLM series came out. This serie won a Sweden Perfect Design award. 1996

IKEA created a new designer which wasinspired by 18. century Scandinavianfurniture. 1997

The child serie came out.

History1995

www.ikea.com went into operation.1999

Ingvar Bengrad started a millenium award campain / Big Thank You Event for his employee.2002

A historical Sweden souvenir has turned toa stylish design.2003

Kamprad Building in the Sweden Hospitalhas been founded by IKEAs donation. This building has a cancer research fixture and a Radio-physic fixture.

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History

2004

First IKEA store in Portugal has opened.2005

First IKEA store in Turkey/Umraniye has opened. 2006

First IKEA store in Japan has opened. On that year employee of IKEA group is over 100.000 people.

2007

IKEA has opened the most international store in Haparanda. Because this store is on the borderland of Sweden and Finland. This area is on the reservoir area of Russia and Norway.

Store StyliesIkea stores are generally like blue boxes which have lots of windows. On that stores a natural long-way has designed for the customers. Purpose of this way is encourging customer to see every part of store. Besides this way there were short cuts for the special part that customers want to see especially. Inner store designs are generally like this; furniture section, kitchen section and on the last part buying section and cash desk section. In spite of the original designs shopping part is on the lower floor and exhibiting part is on the higher floor, in the most of Canada, Spain,American stores and all of German stores exhibiting part is on the lower floor. And some of stores have one floor and build like a bugalow. In the most of IKEA stores sell generally Swedish foods and next of these there are some restaurants which sell local foods. These restaurants are mostly on the parts have big windows. Except Sweden some of these restaurants sell Sweden food products.

In the most of Ikea stores there are a discount section before before cah desk part. There are products have little/high damages on the discount part. But you cant return these products. On America and Australian these parts launch as a market place.Despite in Hong Kong IKEA store products prices are high and products scales is so limited, they opened 3 OUTLET stores. These stores are too small but they have one way road as well.But Telford store doesnt have this template. There are 3 floor s which are independent from each other.

PRODUCTSTV UnitesSofas and Armchairsgfhf

Bookshelves Beds Wardrobes Baths and Buffets and Mattress

Kitchens

Tables and Chairs

Offices

Parquets

Lightenings

Textile and Carpets

Food Accessories

Home Organizations

IKEA KID

Home Decorations

BoKlokPrefabric Home*** IKEAs social commitment policy effect company especially in designs.Koltuklar

IKEA SERVICES Transport Service

Montage Service

Kitchen Planning

Children Services

Kitchen Montage

Free Park Space

Gift Vouchers

DESIGNERS

1)Wiebke Braasch 19)Annie Hulden2)Monika Mulder 20)Saana Dahlman3)Mia Gammelgard 21)Carina Bengs4)Noboru Nakamura 22)Eva Lilja Lwenhielm5)Ehln Johansson 23)Nicholas Cortolezzis6)Tord Bjrklund 24)Jon Karlson 7)Niels Gammelgaard 25)Gillis Lungreen8)Kazuyo Nomura 26)Hakan Olsson9)Linda Svennson 27)Morten Kjelstrup10)Anna Efverlund 28)Sigga Heimis11)Knut - Marianne Hagberg 29)Mikael Warnhammar12)Maria Vinka 30)Nicholai Wiig Hansen13)Magnus Eleback 31)Richard Clack14)Asa Grey 32)Allan stgaard15)Thomas Sandell 33)Karl MALMVALL16)Chris Martin 34)Anne Nilsson17)Henrik Preutz 35)Tomas Jelinek18)Annika Grottell 36)Nike Kassrolf.

*** And they are working with lots of designers.

*** IKEA always want its own designers to be infront of peopless eyes(Designers pictures in stores). Thanks to this situation IKEA can show to other people its designers are so important to them.CATALOGUE Ikeas most powerful part is its catalogs. On that catalogs you can find IKEAs philosophy with funny, clever, inspirational words and you can find informations about how to make a kitchen, how to design an office, products visuals with full accesories, kids products with lovely children, designers with their products , remember us how much trendy IKEA is, besides this these you can also find intercommunication info , details about social commitments of and answer of why IKEA.

IKEA ORGANIZATIONIKEA Group Management Board:Anders Dahlvig (CEO), Hans Gydell (CFO), JosephineRydberg- Dumont, Mikael Ohlsson, Thomas Blomquist, Pernille Spiers- Lopez and Lars Gejrot.

INTERNATIONAL ENLARGEMENT STRATEGIESFranchesing:

In the world Inter Ikea System s,which has IKEAs intellectual property and has authorization to give frachesing, target is redoubling IKEAs attainablity with IKEAs stores that has IKEA style. Inter IKEA Systems B.V. is constantly evaluating new countries and following a long-term strategic expansion plan, which sets our priorities of future growth navigates where to put focus and when.Decision to enter a new country is made after a thorough market study and a franchisee will be carefully evaluated and approved. When selecting franchisees, Inter IKEA Systems B.V., among other things, evaluates the following: thorough retail experienceextensive local market knowledge and presence corporate culture and values financial strength and ability to carry through the investment penetrating acountry in full and in a large-scale retail environment format

20ENLARGEMENT More than 320 stores in more than 38 countries

21ENLARGEMENTFirst stores in countries.

AWARDSFORTUNE's Top 100 companies To Work For 2005-2006-2007

Training Magazine Top 100 Company- Human Capital Development 2006

100 Best Companies for Working Mothers 2003-2005-2006

CLIO Awards Advertiser of the Year-2004

Working Mothers Magazine Family Champion Award-2003

Elle Decoration International Design Award / IKEA Kitchen-2003

American Envoirement Org. Evergreen Award For Pollution Prevention- 1998

Sweden Perfect Design Award/ STOCKHOLM series- 1985

Design Award/ Moment Sofa-1984

Bunlarn yenisi var m die bak 23ADVERTISMENTEvinizin her eyi for Turkey*** IKEA uses especially aggressive and lurid components in their advertisment for trying to betray own brand.***Most of advertisement in Turkey are preparing by TBWA.

SOCIAL COMMITMENT

They feature to envoirment and work on a serie with product made from recycled, non-used material.

There is a campaign Plant a Tree. Clean the Air. Cool the Globe. with the coopartion of IKEA and American Forests . Ikea plant 100.000 trees on thebeginning of the campaign.

They support WWFs campaign Forests For Life.

Also there are lots of forest of IKEA and there is a department for these forests in their constution.

Ikea Group has a foundation called Stichting INGKA in Holland. Even if the owner of this foundation looks like INGKA Holding B.V., the real owner is IKEA group.

IKEA design objects with recycled materials.

IKEA products must be manufactured under acceptable working conditions by suppliers who take responsibility for the environment.

All IKEA products for all markets globally shall comply with the chemical restrictions in the EU REACH regulation.IKEA continually works with chemicals and tries to phase-out the use of questionable substances. Some examples; IKEA has set an early voluntary ban on PVC (decided 1991) except in cables, an early ban of all organic brominates flame retardants in furniture (effective from 2000) and a ban on formaldehyde emitting paints and lacquers on all products (effective from 1993).

IKEA is well aware of the new information duty regarding levels over 0,1% of SVHC (Substances of Very High Concern) in any product. If such products are identified, IKEA will not only state the name of the chemical as required by the legislation, but also explain the reason for why this substance is present in the product. We will also explain any possible implication for the user.

Child labor does exist in countries where IKEA products are manufactured, but IKEA does not accept child labor at its suppliers or their sub-contractors. IKEA works actively to prevent child labor.

IKEA has a special code of conduct called The IKEA Way on Preventing Child Labor, which is part of The IKEA Way on Purchasing Home Furnishing Products. Monitoring of compliance with The IKEA Way on Preventing Child Labor is done by IKEA trading service offices and with unannounced visits by KPMG to suppliers and sub-contractors in South Asia.

And also they work with UNICEF and WWF for promoting humans life in 3. world country.Burda kaldm 25COMPETITORS IN WORLD/ TURKEYWALLMART

EURO MARKET DESIGN

STANLEY FURNITURE

HOME DEPOT

GALFORM

SEARS

HABTAT

MODOKO

KOTA

TEPE HOME

STKBAL MOBLYA

BAUHAUS

SWOT ANALYSISStrengths: Lower prices Advertisment (web site,catalogue,mouth to mouth adv.) Large product network and sytlies- flat packaging Opportunity to see model room One-stop shop IKEA restaurant, parking area for children and baby care rooms for mothersSelf-service shopping Chance to return products in maximum 1 monthMost of products have 10 year guarantee

Weakness: Customers must mount products Less locationsInventory problem

Opportunities: Ennobling numbers of stores Some of the furnitures can sell by retailers Selling products which are already mounted

Threads: There is no areas for chaffering with competitors directly.

FURNITURE SECTOR IN TURKEY

Furniture sector has $ 6 billion size in total. Spread over four corners of Turkey are approximately 60,000 manufacturing and selling point. The distribution of these points according to the provinces as follows: Istanbul, 6458, 5361, Ankara, Izmir 2379, 2130 Bursa, Kayseri 740, other provinces, 12,278, retail 32,382 and 61,728 firms in total. The number of employees are officially around 258,213 in companies.

Turkey's largest furniture brands are abundant in Kayseri. Istikbal, Bellona, Yatas, Kilim and Ipek productions are also in Kayseri. In other provinces, which produces the following brands: Tepe ve Seray (Ankara), Dogtas (Canakkale), Kelebek (Duzce), Alfemo ve Konfor (Izmir), Idas (Istanbul), Cilek (Bursa), Koleksiyon (Tekirdag). Other brands produce in Ankara furniture sites. Bursa Inegol also is home to many companies in terms of production. FURNITURE SECTOR IN TURKEYOur furniture sector is influenced by Italian furniture sector. As an influence of Italian sector design stands out. "Italian Style" so-called value, in almost all sectors, primarily related to design. In Turkish furniture sector, the impact of this interest is obvious. For consumers, the most important value that satisfy the aesthetic sense of them is to these furnitures, and no matter what is the price and quality levels.

Cause of the largest increase in expectations for aesthetic reasons are "style" of the concept put forward by perceptual changes. Consumers no longer want to have a home that reflects their own style. The main element of having these kind of house is furnitures. Person's aesthetic expectation with the application of the person's style on furniture are naturally satisfied and these the cause-effect relationship, is the focal point of competition.

The expected benefits, ergonomic furniture is becoming one of the main element. Because the number of items in houses decreases and the houses are getting smaller. Moreover, young people, instead of goods stacked on top as before, are choosing simple decor. This decrease makes capacity to use objects decrease. Because of that custom designs come out in personal prefences.

ENTRANCE OF IKEA IN TURKEYIKEA brought furniture supermarket to furniture sector as an innovation. On these supermarket flat packages make products more ergonomical. Actually the target has been reached: You do your part.We do our part. Together we save the money. IKEA made change in competition area. On past companies such as quality or price competitiveness with companies like itselfs lost the advantage of price competitive advantage. Also this brings searching new advantages. Warranty is still standing in the middle as a not to be given value. But now montage can stand as a submission value and customer can except that.

After IKEA lots of brand changed brand competition. These changings werent radical but they became true. Little firms had to search new competition advantages.

IKEAs first lesson for Turkish customer is montage. Turkish customers generally complains about montage and stock problem.IKEA IN TURKEYIKEA has been acquiring from one point in Turkey since 1998.

IKEA works with 40 factories in Turkey.

After going into Turkey IKEA has been still working with same factories in Turkey.

In Turkey Maya Group/Mapa Furniture has the rights of franchase of IKEA in Turkey.

IKEA has 5 stores ( Umraniye, Bayrampasa, Izmr, Bursa and Ankara) in Turkey.

IKEAs store in Umraniye is in the largest 30 IKEA store in the world.

IKEA in Turkey has the same properties like the other IKEA stores in world. But also some adaptations exist for Turkey .

In stores there are 6500 types of products in over 20 categories.

IKEA had over 10 million visitors since today .

After being in Turkey number of producers increased.

IKEA is exporting Sweden meatball over Turkey.

IKEA is looking for 3. store in Istanbul because of exceeding the estimated yield.

IKEA has also started to sell from www.ikea.com.tr for the cities that havent IKEA store in their structure.MAYA GROUP/MAPA FURNITUREBasis of MAYA Group of Companies in early 1940s , plunged in imports and trade in synthetic yarn and textile industry.

After more Maya Group had a participation with Dinarsu Carpet.

One of the first synthetic yarn factory Istanbul Nylon Industry has been builded with Industry Inan Textile and with other partners in Avcilar Istanbul.

In 1970s group decided to become stronger in real state.

In 1987 group was entered to soap and cosmetic area.

Company has been still in real estate business area.

Meeting of Ikea and Maya Group is; in crysis time group decided to enter in different fields and they wanted to work in retail business area for 5-10 years plan . The results of these decisions company bought IKEAs frachise rights using knowing Turkey market advantages.

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