19. Market positioning statement is “Your partner in better living. We do our part, you do yours. Together we save money.”
20. Market on its strengths – based on offering a wide range of well designed, functional products at low prices
21. Catalogue- 175 million copies sold in 55 editions and 27 languages (2007)
22.
23. Flat packaging, which reduces shipping costs, minimizes transport damage, increases store inventory capacity, and makes it easier for customers to take the furniture home themselves, rather than needing delivery.
24. But the original reason for it was competitive pressure from IKEA's competitors to their suppliers, who actually boycotted IKEA, forcing IKEA to do it themselves.
31. Problem of product recall due to faulty base. For eg: IKEA had recalled Parodi and Apelsin glass cases
32. IKEA is a global company, so product standards are difficult to maintain.Some countries where IKEA products are made do not implement the legislation to control working conditions
36. Sourcing from China is one opportunity. Sourcing from low cost countries like China would reduce its costs and enable IKEA to concentrate on increasing its market share