Ikea Case Summary

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INTRODUCTION IKEA is an international company which designs house products and sells them in the form of ready to assemble furniture. It is one of the world’s largest furniture companies. It is founded by17 years old Ingvar Kamprad in Sweden in 1943. The most important fact about the company is the attention to control the cost of the products, which allows them to lower the prices. Even today they are continuing to expand in the world by looking forward to new product developments. In 2002, With sales approaching $12 billion, IKEA operated 154 stores in 22 countries. The number of stores of IKEA in the United States is 14 at the moment and they aim to have 50 stores by 2013. IKEA Brand: Product Strategy IKEA’s product strategy and product range is laid out in a manner that is easy-to-read and avoids any confusion. As simple as the matrix seems, it works. The matrix consisted of three basic price range and four basic styles. Within each price range the company would survey the competition to establish a benchmark and set its own price point lower than those of its rivals. Within the price ranges and styles, there are sure to be some discrepancies, but the matrix does a good job at pin pointing what is lacking as well as market opportunities . In addition to being used to set the retail prices , the matrix was also used to identify the gaps in the company’s product lineup. Since IKEA has established the benchmark price point of 30-50% lower than those of its competitors, the matrix can provide an uncomplicated yes or no to the product, manufacturer, or designer. IKEA has also developed the plan of using high-quality materials for visible surfaces and lower-quality materials for low-stress, less visible surfaces . This benefits IKEA in its attempt to cut costs for its consumers. IKEA’s product strategies are always undergoing constant redesigning in order to

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