宜家(英文版介绍)(课堂PPT)

1RayWong2Outline•History•FourPsProductPricePlacePromotion3History1943Sweden17-yearoldIngvarKampradfounder'sname(IngvarKamprad)thefarmwherehegrewup(Elmtaryd)hishomeparish(Agunnaryd)4History•Pencils,wallets,photoframes,watches……（inexpensive，withmarketdemands）•In1947,thefirstpieceoffurniturewassoldinIKEA.•In1955,IKEAdesigneditsfirstpieceoffurniture.•In1963,IKEAopeneditsfirstretailstore5FourPsProductPricePlacePromotion6Product•Threeseries:Office,family,children’sIKEA•Varieties:desks,tables,chairs,sofas,TVsolutions,storage,lightings,decoration,bedsandmattresses……10,000articles7Product•Styles:simple,natural,fashion,good-quality•Customers:themassesindevelopedcountriesthewhite-collarindevelopingcountries8Product•theflat-packdistributionmethodsassembledbytheconsumer→reducecostsanduseofpackaging→apracticalpoint9Price•Lowpricepolicy•anattractivefeatureofIKEA•lowpricepolicyisusedthroughtheprocessesofdesigning,manufacturing,sellings,andadministration10Howmuch?￥15.9￥9.911Price￥2.912•Figureoutthepricebeforedesigning•Usenewmaterials,newtechnique•Theflat-packdistributionmethodsPrice13Place•IKEAstoresindifferentcountries.•sellsitsproductstocustomersdirectly.•asymboloflifestyle.dopurchasingenjoyadifferentkindoflifestylehere.14Promotion•Freecataloguesforcustomers•Exhibitionunitsinthestores•Advertisement15Freecatalogues16Freecatalogues17Exhibitionunits18Advertisement19BigSale202122Thankyou！