Ikea International Business Case

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IKEA 1. What are the core competencies and end products of IKEA? How are they linked with each other? IKEA’s core competencies include: - Flat packaging and the “assemble-it-yourself” furniture. These allow IKEA to reduce space requirements in logistic operations such as trucks and warehouses and they also lowered costs, creating a core competency for IKEA. - Furniture showroom/open warehouse. This unique store concept allows customers to come see the IKEA products so they can see for themselves the quality of the products before they decide to buy them. IKEA’s end products are low-priced and high-quality furniture and in-house products. These products have low prices as a result of IKEA’s core competencies. The assemble-it-yourself furniture concept made it possible for IKEA to reduce cost, as it does not have to take extra time and money to assemble the products. The assembly process is left for the customers to do at home. This minimizes the cost of labor and operation costs, making it possible for IKEA to sell these products at a low price. The furniture showroom/open warehouse is a unique store concept that people find an interesting and effective way of shopping for furniture and in-house products. This concept has succeeded in attracting more customers. 2. How did IKEA diversify? IKEA has been diversifying for a long time in terms of both product variety and geographical expansion. During IKEA’s early years in 1995, the company decided to start designing its own furniture due to competitors in Sweden. Because of this condition, IKEA turned to Polish manufacturers and they were able to deliver the same quality of product with smaller price. In 1997, IKEA embarked on a brand new concept which is bringing the design to children. To create a family experience for customers, IKEA consulted with a child psychologist in order

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