The Strategy of IKEA 宜家战略分析.ppt

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1、ThestrategyofIKEA●Productstrategy●Low-coststrategy●Intimatepolicy►ProductStrategyMarketpositioningUniquedesignAwiderangeBeautifulanddurableproductMarketpositioningInEurope:lowprices,attractive,durableInChina:white-collarworkerswhowanttobuyluxuries,butcannotaffordthehighprice

2、sThreepoints:1.IKEAmeetsthepsychologyofChinesewhite-collarcrowdasaglobalbrand.2.OneverycornerandphilosophyIKEAstoresarefullofdifferentcultures3.IKEKallowsthecustomerstoassembletheirownfurnitureandchoosetheproductforfree.Unique designsimplenaturaldurableBeautifulanddurableFou

3、rSeasonsquiltAwiderange1.Thereisawiderangeoffunctions.IKEAcanfindallpracticalhouseholditems,customersdonothavetorunbetweentherespectivehomeshop.2.Thewiderangeofthestyles.Differenttastesofpeopleherecanfindtheirownlove.►Low-costStrategy●managementidea●setthecostfirsrtandthende

4、sign●attachimportancetotheteamwork●takeallaspectintoaccount●usingnewtechnologyandmaterials●regardthecustomersasworkingpartners●shoppinglinehasbeenwelldesigned►IntimatePolicy●allowsconsumerstoexperienceaproduct●customerscanenjoythefunofassemblingthefurnitureontheirown●briefde

5、signsrepresentasimplelifestyle.●publishedmagazineswiththepicturesoftheitemsandsamplerooms●launchedaVRgamevideoTHANKYOUFORYOURLISTENING