All started there is nearly 60 years in a small village of the South of Sweden. It is the history of the small company, specialist in the furnishing of the fine bottom of the forest smålandaise which launches out to the conquest of the world.
Its creator is Ingvar Kamprad. This starts thanks to a small amount of money which his father offers to him, he uses this money to create its own company in 1943 that it baptizes IKEA. This is the acronym of Ingvar Kamprad Elmtaryd and Agunnaryd of the name of its founder, of his town of birth and the farm where it grows.
At the beginning IKEA sells pens, small leather working, executives, tablecloths, jewels and nylon stockings. Utility objects for which Ingvar could obtain a reduced price.
Then in 1945, appear the first publicities in the local press. Ingvar understands quickly that carries it to door is not a method of sale adapted to its ambitions. This is why it starts to make advertisement in the local press and to work with a catalogue of mail order trading. It benefits then from the round of the slag to make deliver its
products to the railway station nearest.
Then little by little, they develop and makes manufacture pieces of furniture by local craftsmen and the reception is very positive near the population.
In 1951, it is the beginning of the rise. The first catalogue IKEA is published, with this means Ingvar Kamprad then foresees the possibility of distributing pieces of furniture to broader scale. This is why it removes the other products of its set to concentrate on the pieces of furniture at low prices.
[...] That will enable him to follow the precept: "think global, act local". In what ways? Many mediums are common. The main medium for IKEA is the catalogue. It is adapted according to specificities of local markets. (For example: the average size of flats, purchasing power, design and style preference ) So even if many pages of catalogues are common to the entire world, a few are made specifically for a better proximity within some markets. What is it saying? Ikea strategy is changing in France. [...]
[...] - To be established via acquisitions, installation of joint-ventures or franknesses. Once established in a country, strategy then consisted in observing the practices and requirements of consumers concerning furnishing as well as potential competitors for then adapting to environment of purchase of country. One passed from a strategy of total standardization to offer a strategy of essential adaptation to the development of sign. The line of strategy followed by Ikea initially is the total standardization of its offer. Selected Ikea to design and reproduce products and stores with identical what enables him to force its style in order to accustom the customers to Scandinavian style in furnishing and strong concept of furniture in kit at low prices. [...]
[...] Translating a life style and making it possible to personalize the interiors, the piece of furniture remains an important purchase for the households. In this context, IKEA has important levers to start again consumption. The signs by their proximity with the consumers have to play a part determining to modify the behaviour of the consumers. The consumption of pieces of furniture falls under a logic of equipment and is largely related to the evolution of the economic situation today not very dynamic. All the difficulty consists in transforming the interest which furnishing in act of purchase causes. [...]
[...] IKEA entirely has the leadership in its sector in spite of a tough competition. We are today in front of a market of renewal which was a market of equipment before. The sector of furniture thus passed from a marketing of the request to a marketing of the offer able to start purchases of impulse. There is thus a real effort on behalf of the signs of innovation and renovation. III. Competition identification The global market of furniture Who these most important actors of the market? [...]
[...] The company also sells through catalogues and its Web site and owns home and office furniture maker The Michaels Furniture Company, which now gets almost all of its sales through Restoration Hardware stores. MFI Furniture Group PLC: At MFI Furniture Group, some assembly is required. The company makes and sells ready-to-assemble furniture for bedrooms, kitchens, and home offices under the Hygena and Schreiber brands, and it also sells Silentnight, Slumberest, and Rest Assured bedding. MFI runs more than 300 MFI Homeworks and Hygena Cuisine stores in the UK and France. [...]
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