Case Study Ikea

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Case study: IKEA ID: 25414380 Name: Ni Yan 1. How does Ikea generate customer loyalty? First of all, Ikea is customer-oriented strategy. Ikea obtains customer loyalty by maximizing customer value with greater customer benefits and less customer costs. It achieved this level of success by offering a unique value proposition to consumers: leading-edge Scandinavian design at extremely low prices. The company’s fashionable bargains of products with unusual Swedish name make it easier to remember. The items come boxed and require customer to completely assemble them at home, which results in cheaper and easier transportation. On the other hand, Ikea also provides customized experience to customers and maximizes the customer satisfaction. Ikea’s vision is “to create a better everyday life for the many people”. Secondly, Ikea has strong brand. It remains one of the oldest companies in the industry. Ikea promotes its brand image by differentiating from other competitors which gives customers the image benefit. Ikea use Swedish national colors to paint its stores and boxes which is simple but easily memorable brand image. Besides, they save energy with low-wattage lightbulbs, which also add to the good image and benefits customers who buy products from Ikea. Thirdly, it has evolved into the largest furniture retailer in the world with approximately 300 stores in 38 countries in 2009. Many Ikea products are sold uniformly throughout the world, but the company also caters to local tastes. Ikea does a lot of research to understand their customer in different countries. For example, Ikea managers visited European and U.S. consumers in their homes to gain information about their preferences. 2. How does a company evaluate the influences on customer behavior? Consumer behavior involves the psychological processes that consumers go through in recognizing needs,

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