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1、IKEACaseStudy12/31/2009GAPR09RM085RiddhimaChopraIKEACaseStudyDecember31,20092TableofContentsAbout.......................................................................................................................................................3History.....................................................................................................................................................3CorporateStructure...........................................................................。
2、.....................................................4VisionandMission..................................................................................................................................4TheIKEAConcept....................................................................................................................................5IKEARange..............................................................................................................................................5。
3、IKEAStore................................................................................................................................................6Design..................................................................................................................................................6Location...............................................................................................................................................7Features.................................。
4、.............................................................................................................7Products..............................................................................................................................................8Productnames....................................................................................................................................8Catalogue.....................................................................................。
5、.......................................................9LoyaltyProgramme.............................................................................................................................9Marketing..............................................................................................................................................10BrandManagement..........................................................................................................................10TheIKEAmar。
6、ketingmix....................................................................................................................11Manufacturing......................................................................................................................................11Distribution...........................................................................................................................................11SocialandEnvironmentalInitiatives......................................。
7、...............................................................13CharitableGiving...............................................................................................................................13SocialInitiatives................................................................................................................................13EnvironmentalImpact.......................................................................................................................14Fac。
8、tsandFigures...................................................................................................................................15IKEACaseStudyDecember31,20093AboutIKEAisaprivately-held,internationalhomeproductsretailerthatsellsflatpackfurniture,accessories,andbathroomandkitchenitemsintheirretailstoresaroundtheworld.Thecompany,whichpioneeredflat-packdesignfurnitureataffordableprices,isnowtheworld'slargestfurnitureretailer.IKEAwasfoundedin1943by17-year-oldIngvarKampradinSwedenandit。
9、isownedbyaDutch-registeredfoundationcontrolledbytheKampradfamily.ThecompanywhichwasoriginatedinSmåland,Sweden,distributesitsproductsthroughitsretailoutlets.AsofAugust2009,thechainhas301storesin37countries,mostoftheminEurope,NorthAmerica,AsiaandAustralia.HistoryTheIKEAConceptbeganwhenIngvarKamprad,anentrepreneurfromtheSmålandprovinceinsouthernSweden,hadaninnovativeidea.InSmåland,althoughthesoilisthinandpoor,thepeoplehaveareputationforworkinghard,livingfrugallyandmakingthemostoutoflimitedresources。
10、.SowhenIngvarstartedhisfurniturebusinessinthelate1940s,heappliedthelessonshelearnedinSmålandtothehomefurnishingsmarket.Ingvar'sinnovativeideawastoofferhomefurnishingproductsofgoodfunctionanddesignatpricesmuchlowerthancompetitorsbyusingsimplecost-cuttingsolutionsthatdidnotaffectthequalityofproducts.Ingvarusedeveryopportunitytoreducecosts,andhescrapedandsavedineverywaypossible-exceptonideasandquality.ThenameIKEAcomesfromtheinitialsofIngvarKamprad,IandK,plusthefirstlettersofElmtarydandAgunnaryd,whic。
本文标题:宜家IKEA-SWOT-ANALYSIS英文版
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