CHANGE begins at home !

HISTORY Founded by Ingvar Kamprad in 1943

I - IngvarK - KampradE - Elmtaryd A - Agunnaryd

• IKEA owns and operates 392 stores in 48 countries. • The IKEA website contains about 12,000 products and is

the closest representation of the entire IKEA range. • There were over 2.1 billion visitors to IKEA's websites in

the year from September 2015 to August 2016.• The company is responsible for approximately 1% of

world commercial-product wood consumption, making it one of the largest users of wood in the retail sector.

What are some of the things IKEA is doing well to reach

consumers in different markets ? What else could it be doing ?

Do It Yourself

Understanding consumers in different geographic locations

Affordable furniture

Relevant and Fashionable

Showroom experience

IKEA has essentially changed the way people shop for furniture.

Discuss the pros and cons of this strategy, especially as the

company plans to expand in places like Asia and India.

Successful Brand positioning

Unique customer engagement

Customized furniture

Competition from traditional furniture

DIY Implementation difficulty

Customization issues

Different consumer preferences

DISCLAIMERCreated by NIYOR SISODIA, VIT Vellore during a marketing internship by Prof. Sameer Mathur