IKEA Mini Case Study

1. CHANGE begins at home !

2. HISTORY Founded by
Ingvar Kamprad in 1943
I - Ingvar
K - Kamprad
E - Elmtaryd
A - Agunnaryd

3. • 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.

4. What are some of the things
IKEA is doing well to reach
consumers in different markets ?
What else could it be doing ?

5. Do It Yourself

6. Understanding consumers
in different geographic
locations

7. Affordable furniture

8. Relevant and Fashionable

9. Showroom experience

10. 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.

11. Successful Brand positioning

12. Unique customer engagement

13. Customized furniture

14. Competition from traditional
furniture

15. DIY Implementation
difficulty

16. Customization issues

17. Different consumer preferences

18. DISCLAIMER
Created by NIYOR SISODIA, VIT Vellore during a marketing
internship by Prof. Sameer Mathur