An international marketing class presentation on strategy for IKEA within United States. (just a class exercise based on the team's research).

1. ANDREEA NAN
HIDETAKA OKAMURA
MICHELLE TAI
THE KEY TO
SUCCESS
IKEA | US MARKET
GROUP 2

2. A G E N D A
I N T R O D U C T I O N T O P R O B L E M S
S E C O N D A R Y R E S E A R C H
P R O B L E M S
&
R E C O M M E N D A T I O N S
I K E A : A B E T T E R W O R K P L A C E
P O T E N T I A L B I A S E S

3. SVE
1943
1985
PA

4. 9% Market Share
42 STORES IN
U.S.A

5. What are the
PROBLEMS?

6. 1.MINIMALITY OF SERVICES

7. The Divorce
Maker
Furniture is so difficult to
assemble alone,
it has bad reputation!
(Business Insider)
application
RECOMMENDATION
Video Tutorials
on their

8. 2. MATURING MARKET

9. IKEA Targets Young Adults
But...
These customers tend to have
the least disposable income,
and can spend the least
amount of money at furniture
stores.
The number of Americans aged
45­64 – who will reach 65 over
the next two decades –
increased by
20.7% between 2003 and 2013.
(IBIS World)

10. PRICE
QUALITY

11. RECOMMENDATION
The new young

12. In-person
or
virtual design consultant

13. Current Problems with Work Place

14. COMPANY
EMPLOYEES CUSTOMERFacing each other
External MarketingInternal Marketing

15. Location of workplace
requires own
transportation
Provide Shuttles

16. Benefits
Discounted
Furniture

17. No Payfor Relocation Payfor relocation

18. Potential Biases
1. Focused on secondary research based on US
and international markets
2.Potentially high costs

19. ANDREEA NAN
HIDETAKA OKAMURA
MICHELLE TAI
THE KEY TO
SUCCESS
IKEA | US MARKET
GROUP 2

20. http://www.businessinsider.com/what­ikea­furniture­says­about­
relationships­2015­4
http://www.innovativeretailtechnologies.com/doc/ikea­s­strategy­for­
growth­proves­effective­0001
http://clients1.ibisworld.com/reports/us/industry/default.aspx?
entid=1016
http://subscriber.hoovers.com/H/company360/overview.html?
companyId=42925000000000 http://www.businesstoday.in/lbs­
case­study/how­ikea­adapted­its­strategies­to­expand­in­
china/story/196322.html http://www.businessinsider.com/what­ikea­
furniture­says­about­relationships­2015­4
https://customer.io/blog/Ikea­effect­onboarding.html
Secondary Research