What IKEA has done right

Become a household name in several countries. We all know BILLY!

Innovated, re-engineered and used technology in production effectively

Adapted to local markets and changing trends

Strategic location of stores Consistently kept their costs low,

while maintaining good quality standards – their USP!

By the time you’ve read this, a BILLY bookcase will have been sold!

And HOW they’ve got it right...

IKEA targets every possible demographic – functional products with wide appeal key to this

Production is extensively automated – IKEA was featured on an episode of Nat Geo’s megafactories!

Modular solutions, online ordering, etc. Listened to customers - bigger furniture for the USA,

revamped market positioning in China, free* assembly in the UAE

Low advertising costs, extensive use of MDF in production of products, low overheads and FLATPACK!

The “små” things matter!

Advertising mainly done through the famous IKEA catalogue; TV and online advertisements used in some markets

Store layout: you have to walk through the ENTIRE store; “marketplace” doubles as a warehouse

Strongly Swedish and proud The restaurant Flatpack concept marketed as a

“challenge” PR initiatives and strong association

with green production IKEA pencils!