The key to success for IKEA

ANDRE E A NANH I D E T A KA OKAMURAM I CH E L L E T A I

THE KEY TOSUCCESSIKEA | US MARKET

GROUP 2

A G E N D AI N T R O D U C T I O N T O P R O B L E M S

S E C O N D A R Y R E S E A R C H

P R O B L E M S&

R E C O M M E N D A T I O N S

I K E A : A B E T T E R W O R K P L A C E

P O T E N T I A L B I A S E S

SVE1943

1985PA 

9% Market Share42 STORES IN

U.S.A

What are thePROBLEMS?

1.MINIMALITY OF SERVICES

The DivorceMaker

Furniture is so difficult to

assemble alone,

it has bad reputation!

(Business Insider)

application

RECOMMENDATIONVideo Tutorials

on their

2. MATURING MARKET

IKEA Targets Young Adults

But...

These customers tend to have

the least disposable income,

and can spend the least

amount of money at furniture

stores.

The number of Americans aged

45­64 – who will reach 65 over

the next two decades –

increased by

20.7% between 2003 and 2013.

(IBIS World)

PRICE

QUALITY

RECOMMENDATIONThe new young

In-personor

virtual design consultant

Current Problems with Work Place

COMPANY

EMPLOYEES CUSTOMERFacing each other

External MarketingInternal Marketing

Location of workplace

requires own

transportation

Provide Shuttles

BenefitsDiscounted

Furniture

No Pay for Relocation Pay for relocation

Potential Biases

1. Focused on secondary research based on USand international markets

2.Potentially high costs

ANDRE E A NANH I D E T A KA OKAMURAM I CH E L L E T A I

THE KEY TOSUCCESSIKEA | US MARKET

GROUP 2

http://www.businessinsider.com/what­ikea­furniture­says­about­

relationships­2015­4

http://www.innovativeretailtechnologies.com/doc/ikea­s­strategy­for­

growth­proves­effective­0001

http://clients1.ibisworld.com/reports/us/industry/default.aspx?

entid=1016

http://subscriber.hoovers.com/H/company360/overview.html?

companyId=42925000000000 http://www.businesstoday.in/lbs­

case­study/how­ikea­adapted­its­strategies­to­expand­in­

china/story/196322.html http://www.businessinsider.com/what­ikea­

furniture­says­about­relationships­2015­4

https://customer.io/blog/Ikea­effect­onboarding.html

Secondary Research