...Estudio Caso Ikea Antecedentes.- La historia de IKEA comienza en 1943 en el pequeño pueblo de Agunnaryd (Suecia), cuando su fundador, Ingvar Kamprad, tenía sólo 17 años. La siguiente historia cuenta cómo después de seis décadas IKEA pasó de los bosques del sur de Suecia a constituir una gran realidad comercial en 40 países/territorios del mundo. IKEA posee aproximadamente un 3.6% del mercado mundial de productos y decorados para el hogar, específicamente el mercado minorista. El grueso de las ventas de IKEA se originan en Europa (66%), seguido por Estados Unidos (16%), y luego por Asia (3%), con lo cual la oportunidad de ampliar su mercado en el área de mayor crecimiento mundial es atractiva y favorable. IKEA queriendo aprovechar la expansión de los mercados emergentes, en 1998 instala una tienda en China. A pesar del éxito de la cadena en otros países, en China no sucedió igual. Los ejecutivos de Ikea no se explican el pobre desempeño de la cadena en china. 1. Que aspectos fueron obviados por los ejecutivos de Ikea al momento de instalar la tienda en China?. * IKEA debió realizar un estudio de mercadeo, analizar la cultura, costumbres del país, para determinar si era factible incursionar en el mercado asiático. * IKEA estaba en una etapa de adaptación de sus operaciones en el mercado chino, por lo que debió conquistar el mercado. * En China el precio de sus productos era muy alto para ese mercado, para lo cual debieron pensar en los precios, ya que el chino...
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...ao seu produto ou serviço. Pontos fortes da IKEA incluem: • uma forte marca mundial atrai grupos de consumo essenciais. Promete a mesma qualidade e variedade em todo o mundo. • sua visão - 'para criar um melhor dia a dia para muitas pessoas'. • um conceito forte - baseada na oferta de uma vasta gama de bens desenhados, produtos funcionais a preços baixos . • um "projeto democrático" - alcançando um equilíbrio ideal entre funcionalidade, qualidade, design e preço. O Custo Consciência “significa que os preços baixos são levados em conta quando cada produto é projetado desde o início”. Estes pontos fortes contribuem para a IKEA ser capaz de atrair e reter seus clientes. Uma maneira da empresa medir seus pontos fortes é o uso de indicadores de desempenho (KPI). Os KPIs ajudam a IKEA na avaliação do progresso de suas metas de visão e de longo prazo, definindo metas e monitoramento caminhar para estes. IKEA tem pontos fortes direita através de seus processos de produção: • O aumento do uso de materiais renováveis – a empresa melhorou sua utilização global de 71% em 2007 para 75% em 2009. • uso "mais inteligente" de matérias-primas – a IKEA aumentou o uso de resíduos reciclados na produção de energia em todas as lojas de 84% em 2007 para 90% em 2009. FRAQUEZAS Fraquezas da IKEA podem incluir: • O tamanho e...
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...Estudio Caso Ikea Antecedentes.- La historia de IKEA comienza en 1943 en el pequeño pueblo de Agunnaryd (Suecia), cuando su fundador, Ingvar Kamprad, tenÃa sólo 17 años. La siguiente historia cuenta cómo después de seis décadas IKEA pasó de los bosques del sur de Suecia a constituir una gran realidad comercial en 40 paÃses/territorios del mundo. IKEA posee aproximadamente un 3.6% del mercado mundial de productos y decorados para el hogar, especÃficamente el mercado minorista. El grueso de las ventas de IKEA se originan en Europa (66%), seguido por Estados Unidos (16%), y luego por Asia (3%), con lo cual la oportunidad de ampliar su mercado en el área de mayor crecimiento mundial es atractiva y favorable. IKEA queriendo aprovechar la expansión de los mercados emergentes, en 1998 instala una tienda en China. A pesar del éxito de la cadena en otros paÃses, en China no sucedió igual. Los ejecutivos de Ikea no se explican el pobre desempeño de la cadena en china. 1. Que aspectos fueron obviados por los ejecutivos de Ikea al momento de instalar la tienda en China?. * IKEA debió realizar un estudio de mercadeo, analizar la cultura, costumbres del paÃs, para determinar si era factible incursionar en el mercado asiático. * IKEA estaba en una etapa de adaptación de sus operaciones en el mercado chino, por lo que debió conquistar el mercado. * En China el precio de sus productos era muy alto para ese mercado, para lo cual debieron pensar en los...
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...Término de contrato de trabajo Sepa cuáles son las condiciones y procedimientos para poner fin a un contrato de trabajo. Las cosas han estado mal en la fábrica de Don Fernando. Las bajas ventas están causando grandes números rojos, y para salir a flote va a tener que reducir, es decir, despedir personal. Pero, ¿cómo hacerlo? ¿Qué causas legales puede invocar para eso, y qué documentos debe gestionar? ¿Y corresponde pagar indemnización a los trabajadores que despedirá? ¿Cuáles son las causales legales para poner término a un contrato de trabajo? Muerte del trabajador. Mutuo acuerdo entre las partes. Renuncia voluntaria. Vencimiento del plazo convenido en el contrato. Fin del trabajo o servicio que originó el contrato. Caso fortuito o fuerza mayor. Conducta indebida de carácter grave, que debe ser comprobada. Por ejemplo, falta de probidad del trabajador, acoso sexual o conducta inmoral. Negociaciones que ejecute el trabajador dentro del negocio y que aparecen como prohibidas en el contrato. Que el trabajador no acuda a sus labores sin causa justificada durante dos días seguidos, o dos lunes en el mes, o un total de tres días en el mes. Abandono del trabajo por parte del trabajador. Actos, omisiones o imprudencias que afecten el funcionamiento del establecimiento, la seguridad o la actividad de los trabajadores. Daño material causado intencionalmente en las instalaciones, maquinarias, herramientas, útiles de trabajo, productos o mercaderías. Incumplimiento grave de las obligaciones...
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...que una mala fe por parte del actor quien en pleno conocimiento de que se le pagaron cada uno de los haberes reclamados, vuelve a requerir su pago y además en la misma confesión judicial reconoce que la empresa nunca falto al pago de haberes, siendo así vendrá a su conocimiento que todas las pretensiones no pueden tener asidero. De la contestación a la demanda y Audiencia Preliminar En la contestación a la demanda se establece claramente que la terminación de las relaciones laborales fue ante la autoridad competente Inspector de Trabajo con la comparecencia de las partes mediante Acta de Finiquito haciendo constar todos los rubros pormenorizados a que tenía derecho acogiéndonos al Art. 169 numeral 6 del Código de Trabajo que determina el caso fortuito o fuerza mayor (plagas de campo) por parte de AGROCALIDAD,...
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...Stirling FK9 4LA, Scotland, UK Department of Business Administration, Lund University, P.O. Box 7080, SE-220 07 Lund, Sweden c Department of Communication Studies, Lund University, Campus Helsingborg, PO Box 882, SE-251 08 Helsingborg, Sweden b a r t i c l e in fo Available online 29 September 2010 Keywords: IKEA Retail internationalisation Retail marketing mix Standardisation Sweden the UK China abstract IKEA is often cited as an example of a ‘global’ retailer which pursues a similar ‘standardized’ approach in every market. This paper systematically assesses the degree of standardisation (and adaptation) of four commonly identified retail marketing mix activities – merchandise, location and store format, the selling and service environment, and market communication – within three countries. These countries – Sweden, the UK and China – represent different cultural settings and are markets in which IKEA has been operating for different lengths of time. The data upon which the comparison is based was generated from personal interviews, in-country consumer research, company documentation and third party commentaries. The conclusions drawn suggest that whilst IKEA operates a standardized concept, degrees of adaptation can be observed in customer facing elements, and in the supporting ‘back office’ processes which support these elements. These adaptations arise from differences in consumer cultures and the length of...
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...Case Report Marketing Case 8: IKEA’s Global Strategy: Furnishing the World I.Situation Analysis IKEA is a privately-owned international furniture manufacturer known for its low prices and unique style. The company’s vision is to create a better everyday life for its customers by offering a great selection of well-designed, practical home furnishings. Since IKEA has chosen this sort of affordable and distinctive marketing strategy, the company has been very successful in its expansion throughout the world. IKEA has been successful with a relatively standardized product and product line in a business with strong cultural influence. This is because: The founder formulated IKEA’s mission which states that IKEA offers wide variety of home furnishings of good design and function at prices so low that the majority of people can afford them. Such wide variety could fit a wide variety of cultures and tastes. The case studies also states that the assortment of goods are universally accepted. The principal target market of IKEA is similar across all countries and regions and is composed of people who are young, highly educated, liberal in their cultural values,white collar workers, and not especially concerned with status symbols.Most people in the IKEA target market are liberal in their tastes,preferences and cultural norms hence making them easy to accept and appreciate IKEA’s standardized products. II.Problems Found in Situation Analysis ...
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...Strategies Three value strategies have been emphasized by IKEA which includes best product, best price and best service. Ikea customers do more than purchase Ikea products, they identify with the culture and authenticity which Ikea has attached to its products to attract more customers. The Management of IKEA said, “It’s not what you say about your Ikea furnishings that matters, it's what the Ikea furnishings say about you”. (Kerin, Hartley & Rudelius, 2010). 4.1 Best Product Value Strategies IKEA have become popular over the years as cited by Michmann and Mazze (2001) due to their product’s value, in terms of quality, style, affordability, functionality and durability,. Their products are well designed, modern, functional, and durable, of high quality, competitive prices and IKEA have a wide range of products and styles. Ikea is well known for bringing low-cost products to consumers, its mission statement focuses on improving customers' lives by bringing them good quality at good value. IKEA’s mission statement is expressed in the very structure of the store which pairs its warehouse with its sales floors. The products are displayed in a Spartan, albeit attractive, manner, and a sense of economy permeates the store. The products themselves are streamlined, uncomplicated and tailored so that the strong point is function over fashion, giving consumers a more fresh idea of acquiring which ever they need. IKEA ensures quality, style and functionality by having their own...
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...IKEA Analysis Report Your Name Argosy University IKEA’s Marketing IKEA has a unique perspective with the approach they use in marketing. The starting point begins with customers’ needs (IKEA, 2013). The focus is on local marketing versus mass marketing and competitors. This differentiates IKEA from other home good suppliers by anticipating what consumers are seeking and many times providing exactly they desire before they realize they need it. The marketing task is simple, “To build the IKEA brand and inspire people to come to the stores” (IKEA, 2013). The marketing mix is a combination of items that work together; it is often referred to as the four p’s in marketing. Price, Promotion, People, and Process are the four p’s that IKEA has embraced. Price is within their controls, they offer quality home goods at low affordable costs. They are able to keep costs low with designing from within, sourcing raw materials for production, and selling in their own stores. Promotion is achieved with iconic bold blue and yellow colors signifying a brand with value. IKEA uses many forms of media in their promotional marketing strategy; the annual catalogue is the most popular. The catalogue highlights many new home goods and accessories with interior suggestions that are attention grabbing and captivating. The catalogue has become a staple of what is new and trending in the homes of many customers. IKEA’s website is another interactive way it reaches a distinct local market, along...
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...click on the "print" button in your browser to print this page. The IKEA Concept The IKEA Concept is founded on a low-price offer in home furnishings. 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. The IKEA Concept guides the way IKEA products are designed, manufactured, transported, sold and assembled. All of these factors contribute to transforming the IKEA Concept into a reality. How the IKEA Concept Began The IKEA Concept began when Ingvar Kamprad, an entrepreneur from the Småland province in southern Sweden, had an innovative idea. In Småland, although the soil is thin and poor, the people have a reputation for working hard, living frugally and making the most out of limited resources. So when Ingvar started his furniture business in the late 1940s, he applied the lessons he learned in Småland to the home furnishings market. Ingvar's innovative idea was to offer home furnishing products of good function and design at prices much lower than competitors by using simple cost-cutting solutions that did not affect the quality of products. Ingvar used every opportunity to reduce costs, and he scraped...
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...The reason behind choosing the IKEA is because IKEA is one of the world’s most successful retailers. IKEA is a global furniture brand inspired by the egalitarian society of its Swedish heritage and appears to the public to be forever Swedish. It expands its retail stores all over the world including North American, European Middle East and Asian countries but also spreads a kind of its own a highly strong business culture and values with a strong Swedish image to other countries through the establishment of business there. History: IKEA was founded in 1943 in Sweden by Ingvar Kamprad. Kamprad was born in 1926 as the son of a farmer in Småland, a region in southern Sweden. At the age of five Ingvar Kamprad starts selling matches to his nearby neighbors and by the time he is seven, he expands to selling flower seeds, greeting cards, Christmas tree decorations, pencils and ball-point pens. In 1943, at the age of 17, Kamprad became an entrepreneur and created a commercial company called "IKEA." The word IKEA was an acronym of his name and “Ingvar Kamprad” and the address, the name of his farm and village: “Elmtaryd, Agunnaryd”. Company initially sold fish, vegetable seeds, and magazines to customers in his region. Then in 1950 IKEA added furniture and home furnishings to the product line. IKEA entered new markets around the globe in the 1980s. IKEA expands dramatically into new markets such as USA, Italy, France and the UK. Operating Environment: Ikea is the world's largest furniture...
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...MGNT 3650 June 12, 2011 Chapter 1 Closing Case-IKEA How has the globalization of markets benefited IKEA? Globalization of markets has benefited IKEA by making it easy to expand into different countries. Now that the whole world has excess to the internet, everyone is basically wearing and listening to the same things. This is very beneficial to IKEA because there isn’t a lot the company has to do with the style they originally started in Sweden. With the globalization of markets it makes it easier for customers to buy products from IKEA online or at the warehouse with their country “social” demographics and culture in mind. “The worldwide success of a growing list of products that have become household names is evidence that consumers the worlds over, despite deep-rooted cultural differences, are becoming more and more alike - or, as the author puts it, "homogenized." In consequence, he contends, the traditional MNC's strategy of tailoring its products to the needs of multiple markets may put it at a severe disadvantage vis-a-vis competitors who apply marketing imagination to the task of developing advanced, functional, reliable standardized products, at the right price, on a global scale.” How has the globalization of production benefited IKEA? This has saved IKEA time and money. IKEA has producers to supply each of its big markets; it helps by knowing the styles of each market. For example the producer for...
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...Executive Summary Background IKEA, the world’s largest home furnishings retail chain, was founded in 1943 by a Swedish entrepreneur Ingvar Kamprad. IKEA offers standardized products worldwide that are Scandinavian in design worldwide. The unique idea of this famous brand is to offer the option of assembling products to customers. The design of the furniture is very modern and light as it is made of particleboard. The products are of contemporary design and function with the concept that is based on low price. High quality, convenience, affordability, consistency, functionality and good design are the essence of this world class home furnishing retailer. Challenges IKEA faced many challenges in terms of culture and business practices as well as socio-economic and political conditions in China. The biggest challenges were pricing, copycat producers and cheap labor cost for assembled furniture. Alternatives To make the price more affordable for Chinese consumers IKEA has developed manufacturing units in China and collects raw materials locally. Due to country specific environment IKEA chose franchising in China. Because of cheap labor cost of Chinese assembled furniture IKEA offers reasonable fee-based assembling services. IKEA has built its stores near public transportation lines inside cities since only 20% of customers own cars in Shanghai. Recommendations IKEA needs to find more local suppliers to keep price lower. To understand local culture and purchasing habit,...
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...10 Keys to IKEA's Low Prices Just how does IKEA manage to offer such consistently low prices? Many people think that it's because the furniture is made cheaply, which isn't exactly true. Read on to find out about some of IKEA's less obvious cost-saving strategies. 1 Recycling The Recovery Department (of which, the AS-IS room is part) is responsible for sorting and recycling all recyclable materials, including packaging broken down in-store as well as materials collected from customers at recycling donation bins where available. 2 AS-IS Products not suitable for sale at the full retail price (floor samples, returns, items damaged in shipment, etc.) are placed for sale in AS-IS, generating revenues that might otherwise be lost to waste. The Recovery department also recoups parts from damaged items, making spares available to customers who need them. 3 Waste Reduction IKEA's designers and engineers strive to reduce the amount of material used and wasted in production. Additionally, many waste products are then used to make new products, further reducing overall costs both to the pocketbook as well as to the environment. 4 Automatic selling Despite the showrooms showcasing IKEA furniture in real living arrangements (typically located upstairs), IKEA is a warehouse store designed to maximize customer self-sufficiency with minimal reliance on staff assistance. Cost savings stem from reduced wages, training costs and lower design, maintenance and outfitting...
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...International Marketing Review Emerald Article: Strategic consequences of retail acquisition: IKEA and Habitat Gary Warnaby Article information: To cite this document: Gary Warnaby, (1999),"Strategic consequences of retail acquisition: IKEA and Habitat", International Marketing Review, Vol. 16 Iss: 4 pp. 406 - 417 Permanent link to this document: http://dx.doi.org/10.1108/02651339910282027 Downloaded on: 25-01-2013 References: This document contains references to 17 other documents Citations: This document has been cited by 3 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 5839 times since 2005. * Users who downloaded this Article also downloaded: * Gary Warnaby, (1999),"Strategic consequences of retail acquisition: IKEA and Habitat", International Marketing Review, Vol. 16 Iss: 4 pp. 406 - 417 http://dx.doi.org/10.1108/02651339910282027 Gary Warnaby, (1999),"Strategic consequences of retail acquisition: IKEA and Habitat", International Marketing Review, Vol. 16 Iss: 4 pp. 406 - 417 http://dx.doi.org/10.1108/02651339910282027 Gary Warnaby, (1999),"Strategic consequences of retail acquisition: IKEA and Habitat", International Marketing Review, Vol. 16 Iss: 4 pp. 406 - 417 http://dx.doi.org/10.1108/02651339910282027 Access to this document was granted through an Emerald subscription provided by LIMKOKWING UNIVERSITY OF CREATIVE TECHNOL For Authors: If you would like to write for this, or any other Emerald publication...
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