ikea marketing analysis
DESCRIPTION
Descriptive marketing analysis of IKEA, including SWOT analysis, strategies, market analysis and executive summary of the companyTRANSCRIPT
I K E A A C O M P R E H E N S I V E M A R K E T I N G A N A LY S I S
CONTENT
E X E C U T I V E S UMM A RY
M A R K E T S UMM A RY
S W O T A N A LY S I S
M A R K E T S E G M E N TAT I O N & P O S I T I O N I N G
M A R K E T M I X
G L O B A L M A R K E T I N G
EXECUT IVE SUMMARY
M ISS ION & V I S ION E X E C U T I V E S UMM A R Y
GROWTH AREAS E X E C U T I V E S UMM A R Y
Q U A L I T Y P R O D U C T S A T L O W P R I C E S
0 1
P E O P L E & P L A N E T P O S I T I V E
0 2
W H E N P E O P L E G R O W, I K E A G R O W S TOO
03
CORPORATE S TRUCTURE E X E C U T I V E S UMM A R Y
INDUSTRY SWEDWOOD GROUP
INGKA HOLDING
B.V.
STICHTING INGKA
FOUNDATION
PURCHASING
DISTRIBUTION &
WHOLESALE
RANGE IKEA OF SWEDEN
SALES
INTER IKEA SYSTEMS B.V.
IKEA SERVICES B.V.
IKEA GROUP
FOUNDATION
PARENT COMPANY
T IMEL INE
E X E C U T I V E S UMM A R Y
1943
IKEA FOUNDED BY KAMPRAD
1947
FURNITURE INTRODUCED IN IKEA RANGE
1951
FIRST IKEA CATALOGUE IS PUBLISHED
1953
FURNITURE SHOWROOM OPENED IN ALMHULT
1955
IKEA BEGINS DESIGNING FURNITURE
1956
IKEA BEGINS TESTING FLAT PACKAGES
1958
FIRST IKEA STORE IS INAGURATED
1965
IKEA FLAGSHIP STORE OPENED IN STOCKHOLM
0
5
10
15
20
25
30
35
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
PERFORMANCE E X E C U T I V E S UMM A R Y
T O TA L R E V E N U E I N E U R O S
MARKET SUMMARY
RETA I L , D I S TR I BUT ION & PRODUCT ION E X E C U T I V E S UMM A R Y
NORTH AMERICA 51 Stores
3% Purchasing value
7 Distribution centers
1 IKEA Industry production unit
SOUTH AMERICA
1% Purchasing
value
EUROPE 222 Stores
59% Purchasing value
20 Distribution centers
36 IKEA Industry production unit
RUSSIA 14 Stores
3% Purchasing value
1 Distribution centers
5 IKEA Industry production unit
ASIA 23 Stores
35% Purchasing value
5 Distribution centers
2 IKEA Industry production unit
AUSTRALIA 5 Stores
1 Distribution Center
SWOT ANALYS IS
S W
O T
SWOT ANALYS I S E X E C U T I V E S UMM A R Y