Ikea swot

Pages: 11 (2607 mots) Publié le: 21 mars 2011

Introduction :

Ikea furniture is a true success story. Ingvar Kamprad founded Ikea in 1943, an international home products retailer specializing in flat pack furniture.  Ikea is now the largest furniture manufacturer in the world. The word Ikea is just the acronym of Ingvar Kamprad, Elmtaryd represent the name of his parent’s farm and Agunnaryd is the name of his origin’svillage (“Ingvar Kamprad Elmtaryd Agunnaryd”). The first Ikea store was opened in Sweden in 1958. The first stores outside Sweden were opened in Norway in 1963 and in Denmark in 1969.

Newer, Ikea stores are usually very large blue buildings with few windows and yellow accents (the company's colors are also the national colors of Sweden). They are often designed around a "one-way" layout whichleads customers along "the long natural way". This layout is designed to encourage the customer to see the store in its entirety (as opposed to a traditional retail store) although there are often shortcuts to other parts of the showroom. The sequence first involves going through furniture showrooms making note of selected items. So, Ikea appears as the first furniture seller in the world.I. Presentation of the company:

a) History

The IKEA story begins in 1926 when founder Ingvar Kamprad is born in Småland in southern Sweden. He is raised on 'Elmtaryd', a farm near the small village of Agunnaryd. Even as a young boy Ingvar knows he wants to develop a business.


The roots of a furniture dealer. Ingvar Kamprad is entrepreneurial in developing IKEAinto a furniture retailer. This period sees the exploration of furniture design, self assembly, advertising, the use of a catalog and a showroom to reach the many people.


The IKEA concept starts to take shape. New IKEA stores open and hero products are developed such as POÄNG and BILLY bookcase. It is a time where concept takes shape and is documented in Ingvar Kamprad's TheTestament of a Furniture Dealer.


IKEA expands dramatically into new markets such as USA, Italy, France and the UK. More IKEA classics arrive such as KLIPPAN, LACK and MOMENT. IKEA begins to take the form of today's modern IKEA.


IKEA grows even more. Children's IKEA is introduced and the focus is on home furnishing solutions to meet the needs of families with children. The IKEAGroup is formed and responsibility for people and the environment is seen as a prerequisite for doing good business.


IKEA expands into even more markets such as Japan and Russia. Everything for the bedroom and kitchen is explored and presented in co-ordinated furnishing solutions. This period also sees the successes of several partnerships regarding social and environmental projects.b) Market of Ikea

1.In the world

Ikea is not quoted on the stock exchange and there are not stockholders . It is impossible to buy back Ikea . During 2007-2008, the international turnover reached 21.2 billion euros. In 2008, the company was set up in 44 countries and had 253 stores for 565 million visitors. Moreover, 127 800 collaborators divided in Europe, America and Asiain 2008.127 800 co-workers are in Europe, America and Asia. IKEA has 9500 product references.

IKEA has stores in Europe, North America, Asia and Middle East. IKEA set up in Netherlands since 1978 where it opens 12 stores. In Belgium, it opens 6 stores since 1984 and in Italia, it has 15 stores since 19889. In 2001, in Canada, IKEA had 5 stores. But IKEA had a such success that itdecided to open 7 stores so 12 stores in total.

   In Operation

The biggest Ikea in Erope is implanted in Matosinhos at the north of Porto in Portugal. It is present since 2008.


The turnover of Ikea represented for France is the same that United Kingdom: 9%. The USA has 17% of turnover as Germany, contrary to Asia which represents only 3% of Ikea’s turnover....
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