A quick 3-slider on IKEA's successes

2. What IKEA has
done right
 Become a household name in
several countries. We all know
BILLY!
 Innovated, re-engineered and used
technology in production effectively
 Adapted to local markets and
changing trends
 Strategic location of stores
 Consistently kept their costs
low, while maintaining good quality
standards – their USP!
By the time
you’ve read
this, a BILLY
bookcase will
have been sold!

3. And HOW they’ve
got it right...
 IKEA targets every possible demographic – functional products
with wide appeal key to this
 Production is extensively automated – IKEA was featured on
an episode of Nat Geo’s megafactories!
 Modular solutions, online ordering, etc.
 Listened to customers - bigger furniture for the USA, revamped
market positioning in China, free* assembly in the UAE
 Low advertising costs, extensive use of MDF in production of
products, low overheads and FLATPACK!

4. The “små” things
matter!
 Advertising mainly done through the
famous IKEA catalogue; TV and online
advertisements used in some markets
 Store layout: you have to walk through
the ENTIRE store; “marketplace”
doubles as a warehouse
 Strongly Swedish and proud
 The restaurant
 Flatpack concept marketed as a
“challenge”
 PR initiatives and strong association
with green production
 IKEA pencils!