1. It is imposable to think about future without present. The customer wants better service and goods to improve this daily standard of living. The Main important thing with the customer is he can’t decide what type of goods he wants and in what way he will be satisfies with the services. The product which has got long term duration to sustain in the market. In this modern world the company should thing about the customer want and their needs which should not affect the environment.
IKEA as a company which is responsible to sell all types of home furniture goods at low price in this world. This include living room furniture, bed room furniture, kitchen room furniture, etc. The IKEA started in year 1943 and started their first show room in the year 1958 in a small village called Almhult. And right now the IKEA is present in 36 countries with 285 stores as per 2008 and in additional 26 stores to be open in the year 2009. The IKEA is the largest furniture show room in this world. (www.ikeafans.com)
IKEA vision is to create a better every day life for many people
IKEA main vision is to manufacture all types of furniture used in house with a reasonable price. Were common men afford to buy the products. But the company is not will to sacrifice its principle by creating low prices. ‘Low price but not at any price’ what IKEA say’s. It means the business should not effect by any means. The company supply the quality goods and services which will not affect the customers and environment. The customers throughout the world respond positively and this effect the sales in the year 2006 were the company turnover reached up to 18 billion Euros. This is because of the quality and good services. (www.ikeafans.com)
2. The brand image of IKEA is the name. The middle class people buy the product to show their class in front of the society they live. The brand image is created by the people by the history of the company which is also called as word of mouth. The promoters are most important people to create the brand and release them in this world through Advertisements. They are many types like media, paper, sponsors, etc. With this the customer will know about the brand. The customer will know what is it and visit the show room where he find out the wide range of product placed in the show room. And in this manner the one customer spared the verbal way of promoting the product of the company. Were the company earns it brand in the eyes and mind s of the customers. And the company advertise the discount offer in the festival seasons were consumers get attracted to that and buy the goods.
IKEA is global brand and it has got presents in 36 countries with hundreds of stores in the world.
IKEA business idea is ‘
To offer a wide range of well designed , functional home furnished products at price so low that as many people as possible can affordthem’. (www.ikea.com)
IKEA market positional statement is ‘your partner is better living, we do our part and you do your, together we save money’ (www.ikea.com )
By this way the IKEA encourage the consumers to have a good time to experience the wide range of products to the consumers. The brand image of the company is the employees through their hard work they build and sustain their brand image since 50 years throughout the world. What IKEA do is what they say they implement in the interest of the customers. The product they make and they tag the price with a wide range of collection of home furniture and the information given to the consumers. Through different types of advertisement to develop and create the brand image of IKEA to encourage the consumers to visits there stores and improve the sales of the company
The main concept of IKEA is to full fill the customer’s wants and needs with wide range of products of home furniture for that the customer’s should not have any second thought to buy products from some other company.
IKEA buy the raw materials form 1300 supplies throughout the world. Were ever the IKEA is presents they have a contact of suppliers to make the furniture and supply to the stores without travelling cost across the globe. They discuss the price with the supplies and the quality of the raw materials of finished products. They also have a close look on the suppliers should not get any loss out of raw materials.
3. When consumer visit to any retail store. They look for a wide range of product and how the products are displayed in the store. They may also look good service and different goods. The customers will not no how the product come to them as a finish good. The first stage is raw materials and with all the processes in the final stage the come to customers as a finished good. And this processes starts form raw materials to finished good is called as value chain.
The value chain can be explained through a diagram.
- IKEA mainly aims at the raw materials which does not affect the environment.
- The product are manufacture in a proper way were customer should buy.
The primary sector:-
IKEA is a furniture base come company it will not have any primary material. But it should work with the primary sectors people to make the raw materials in to finished good. And it also takes care that the raw materials which they buy should not effect the environment. When the raw materials are prepare to make it finish good the IKEA will have a close look on the design of the product in the benefit of the customers. The main important thing with IKEA is they don’t waste the raw materials if so then they will use it in other product to make it finished goods
The secondary sector:-
IKEA never misuses the resources so that it makes benefit out of anything which involve in value chain processes.
The IKEA code of conduct the main thing in IKEA is they are strict to rules and regulations which they implement then in the company. They have a regular check with the suppliers and the employee’s and they file it. They prepare the product which or of low price but not at any price and they take it in consideration which is not effect to the environment.
The tertiary sector:-
IKEA is the largest furniture store in the world which as presents in 36 counties with 286 stores across the globe. The IKEA has got wide range of product were the customer can have his own choice to buy the product. In the store the design is made like that the furniture is fit in a specific room ex: dining table is set in the dining hall kitchen set in kitchen room and bed in the bed room and according to customer view and choice he can choose any product according to this house. The IKEA store is built in a manner that you do and i do were we can save money. It has got a unique service call door to door service. When customer buy the product the company will give service through transport and droop in the customer house which is also called home delivery. And one more unique thing about the IKEA stores is they have a restaurant which provides Swedish food and local food in the same store. And they have implement and removed the carrier bags in the benefit of impact on environment . (www.thetimes100.co.uk)
Conclusion:-
IKEA is furniture company present in the 36 countries with 286 stores. It should mainly concentrate on its external sources to avoid the weakness of the company. The concept of the company low price which attract the customers all time. It never get compromise with the design of the product. And it never gets compromises on the wastage. The packing system is eco friendly. They strictly follow the principles of the company. It is a world largest furniture retail company. It has got ability to retain the customers with wide range of product with low price. it has got the brand image to attract the new wide of customers. (www.thetimes100.co.uk)