宜家IKEA-SWOT-ANALYSIS英文版

IKEACaseStudy12/31/2009GAPR09RM085RiddhimaChopraIKEACaseStudyDecember31,20092TableofContentsAbout.......................................................................................................................................................3History.....................................................................................................................................................3CorporateStructure................................................................................................................................4VisionandMission..................................................................................................................................4TheIKEAConcept....................................................................................................................................5IKEARange..............................................................................................................................................5IKEAStore................................................................................................................................................6Design..................................................................................................................................................6Location...............................................................................................................................................7Features..............................................................................................................................................7Products..............................................................................................................................................8Productnames....................................................................................................................................8Catalogue............................................................................................................................................9LoyaltyProgramme.............................................................................................................................9Marketing..............................................................................................................................................10BrandManagement..........................................................................................................................10TheIKEAmarketingmix....................................................................................................................11Manufacturing......................................................................................................................................11Distribution...........................................................................................................................................11SocialandEnvironmentalInitiatives.....................................................................................................13CharitableGiving...............................................................................................................................13SocialInitiatives................................................................................................................................13EnvironmentalImpact.......................................................................................................................14FactsandFigures...................................................................................................................................15IKEACaseStudyDecember31,20093AboutIKEAisaprivately-held,internationalhomeproductsretailerthatsellsflatpackfurniture,accessories,andbathroomandkitchenitemsintheirretailstoresaroundtheworld.Thecompany,whichpioneeredflat-packdesignfurnitureataffordableprices,isnowtheworld'slargestfurnitureretailer.IKEAwasfoundedin1943by17-year-oldIngvarKampradinSwedenanditisownedbyaDutch-registeredfoundationcontrolledbytheKampradfamily.ThecompanywhichwasoriginatedinSmåland,Sweden,distributesitsproductsthroughitsretailoutlets.AsofAugust2009,thechainhas301storesin37countries,mostoftheminEurope,NorthAmerica,AsiaandAustralia.HistoryTheIKEAConceptbeganwhenIngvarKamprad,anentrepreneurfromtheSmålandprovinceinsouthernSweden,hadaninnovativeidea.InSmåland,althoughthesoilisthinandpoor,thepeoplehaveareputationforworkinghard,livingfrugallyandmakingthemostoutoflimitedresources.SowhenIngvarstartedhisfurniturebusinessinthelate1940s,heappliedthelessonshelearnedinSmålandtothehomefurnishingsmarket.Ingvar'sinnovativeideawastoofferhomefurnishingproductsofgoodfunctionanddesignatpricesmuchlowerthancompetitorsbyusingsimplecost-cuttingsolutionsthatdidnotaffectthequalityofproducts.Ingvarusedeveryopportunitytoreducecosts,andhescrapedandsavedineverywaypossible-exceptonideasandquality.ThenameIKEAcomesfromtheinitialsofIngvarKamprad,IandK,plusthefirstlettersofElmtarydandAgunnaryd,whic