Presentation - Ikea free essay sample

Katarzyna Gawor Sofia Hal ¤sov ¤ Friedemann Polzin International Business Strategy: IKEA IKEA Overwiev Global business strategy Generic Strategy Organizational structure Operational strategy CSR Regional Strategy in CEE Swedwood New markets sourcing and customers Local strategy in Slovakia 04/12/08 2 IKEA historic background IKEA Svenska AB (1943) †+ Ingvar Kamprad Entering the Scandinavian market (1963) Expansion into Europe and first steps overseas 0 Switzerland and Germany in the 1970s Fall of the Iron Curtain* full entry into CEE †+ Swedwood Entry to the British market †+ aquisition of Habitat Further expansion †+ China and Russia 04/12/08 International Business Strategy: IKEA 3 Facts Figures The IKEA Group: 253 stores in 24 countries 41 trading service offices in 30 countries 27 distribution centres and 11 customer distribution centres in 16 countries 183 stores in Europe (the largest market) 46 in North America 11 in Russia 10 in China and Japan 3 in Australia 04/12/08 International Business Strategy: IKEA 4 Products: wide range of products including approx. 9500 standarized models of flat pack furniture avialable in IKEA stores all over the world Houses flats BoKlok in Scandinavia in the UK (since 1996) Family Mobile in the I-JK (since 2008) Product names 0 special naming system developed by IKEA 04/12/08 International Business Strategy: IKEA 5 Employees: Coworkers by region Asia and Australia: 7. We will write a custom essay sample on Presentation Ikea or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page 650 North America:16. 800 Europe:103. 350 Coworkers by function Purchasing, distribution, wholesale:14. 500 Swedwood Group 17. 100 Retail 96. 200 04/12/08 International Business Strategy: IKEA 6 Facts figures Sales 7 Sales: 8 Purchasing: 9 Corporate structure Stichting INGKA Foundation INGKA Holding B. V. The IKEA Group: Services B. V. IKEA Services AB Inter IKEA Holding S. A. Inter IKEA Systems B. V. IKEA stores 04/12/08 International Business Strategy: IKEA 10 Business strategy Mission Ã'›to create a better everyday life for the many people Target group young low to middleincome family Organisational structure from international suppliers 04/12/08 International Business Strategy: IKEA 11 Operating strategy IKEAs success †+ based on the idea of keeping cost between manufacturers and customers down Innovative cost saving in both upstream and downstream RD centralized in Sweden 12 Global strategy Generic strategies: costseeking diversification focus strategy Modified value chain: cut costs in both upstream and downstream twoway value system between customers, suppliers, and IKEAs headquarters forward integration 0 Swedwood 04/12/08 International Business Strategy: IKEA 13 Marketing Communication How does IKEA achieve it? Standarized products selfassembly flat pack furniture Catalogue a loyalty program Good service: restaurants food mini stores markets children play areas Corporate culture 04/12/08 International Business Strategy: IKEA 14 IKEAs internationalization