IKEA key Selling Point

•Low cost•Ludicrous commercials•Social and ethical responsibility•Unique brand identity (blue-and-yellow buildings)•Fair quality•Voucher promotions•Large inventory & parking space•Impulsive shopping experience•Family experience

IKEA Strategy

•Self assembly feature cuts operational & transportation cost•Concentrate on individual marketing rather than mass marketing•Limited warranty and service model after that.•Opening small retail store and segmented marketing•Diversity in business•Country specific management style•Standardized retailer selection

IKEA Product positioning

•Concentrate people with blue collar jobs•Cultural strategy (use of Swedish flag & style)