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Ikea

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ikea presentation
(From Ikea annual report)

Publié dans : Économie & finance
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Ikea

  1. 1. IKEA
  2. 2. Contents 0 1 INTRODUCTION 01. Basic Concept of Global Strategy 01. KEY 1 : CASH and CARRY 01. About Furniture Industry 02. OVERVIEW of IKEA group 0 2 Ikea’s General Stratey 02. Foreign Entrance Strategy 03. Global Organization Strategy 04. Global Production Strategy 05. Global Marketing Strategy 0 3 Ikea’s KEY Strategy 02. KEY 2 : Choice Architecture 03. KEY 3 : Changing-Room-Generation 0 4 View Point 01. About 한샘 02. Implication from IKEA 06. Global Human Resource Strategy
  3. 3. 01. About Furniture Industry 02. General OVERVIEW of IKEA group Introduction 0 1
  4. 4. 01. About Furniture Industry Introduction0 1
  5. 5. About Furniture Industry 0 1 INTRODUCTION FURNITURE INDUSTRY Understanding of Furniture Industry About Furniture Industry: Understanding l Current State (Global) l Current State (Local) 국내 가구 산업 전형적인 내수산업 → 한국인의 장인 정신과 손기술에 의한 발전 → 고용창출에 크게 기여 → 영세업체위주의 내수산업 중심 국내 가구 산업의 위기 1. 2004년 수입관세철폐 → 무차별한 중국, 동남아 저가 가구 수입 급증 2. 가구 원부자재에 관세가 붙는 역관세 구조 → 가격경쟁력에 어려움 3. 장기간의 주택건설 침체 → 국내제조기반의 와해 DOMESTIC FURNITURE INDUSTRY FURNITURE INDUSTRY CLASSIFICATION
  6. 6. About Furniture Industry 0 1 INTRODUCTION FURNITURE INDUSTRY Understanding of Furniture Industry 32 가구 제조업 47 소매업 / 46 도매업 320 가구 제조업 47 소매업, 자동차 제외 3201 침대 및 내장가구 제조업 475 기타가정용품 소매업 32011 운송장비용 의자 제조업 47520 가구 소매업 32012 매트리스 및 침대 제조업 32019 소파 및 기타 내장가구 제조업 4786 중고상품소매업 3202 목재가구 제조업 47861 중고가구소매업 32021 주방용 및 음식점용 목재가구 제조업 32022 나전칠기가구 제조업 46 도매 및 상품 중개업 32029 기타 목재자구 제조업 46431 가정용 가구 도매업 3209 기타 가구 제조업 465 기계장비 및 관련물품 도매업 32091 금속 가구 제조업 46591 사무용 가구 및 기기도매업 32099 그 외 기타가구 제조업 한국 표준 사업분류에 의한 가구산업분류 DOMESTIC FURNITURE INDUSTRY FURNITURE INDUSTRY CLASSIFICATION About Furniture Industry: Understanding l Current State (Global) l Current State (Local)
  7. 7. 0 1 INTRODUCTION FURNITURE INDUSTRY Current State of Furniture Industry WTO [International Trade Statistics(2013), 금액단위 : 백만불] 세계 주요국 가구산업 현황 세계 가구 시장 : 약 2,200억 달러(약 240조원)로 추산 세게 가구 교역 지속적 증가 : 약 2,105억 달러 → 중국의 가구수출의 비중 (23.4%) 국가 2008 2009 2010 2011 2012 중국 27,237 (15.3) 25,609 (17.5) 33,322 (19.9) 38,352 (20.1) 49,363 (23.4) 미국 6,489 (3.6) 4,981 (3.4) 6,081 (3,6) 6,643 (3.5) 7,432 (3.5) 이탈리아 13,791 (7.0) 10,264 (7.0) 10,363 (6.3) 11,297 (5.9) 10,562 (5.0) 독일 12,449 (1.4) 10,352 (7.1) 10,792 (6.4) 13,009 (6.8) 12,104 (5.7) 스웨덴 2,472 (1.4) 1,961 (1.3) 2,111 (1.3) 2,420 (1.3) 2,270 (1.1) 세게가구교역 (수출) 177,863 (100) 146,309 (100) 167,410 (100) 191,137 (100) 210,554 (100) 세계 주요국 가구수출 현황 About Furniture Industry: Understanding l Current State (Global) l Current State (Local) About Furniture Industry GLOBAL CURRENT STATE DOMESTIC CURRENT STATE
  8. 8. 0 1 INTRODUCTION 세계 주요국 가구산업 현황 세계 가구 시장 : 약 2,200억 달러(약 240조원)로 추산 세게 가구 교역 지속적 증가 : 약 2,105억 달러 → 중국의 가구수출의 비중 (23.4%) WTO [International Trade Statistics(2013), 금액단위 : 백만불] 세계 주요국 가구수출 현황 About Furniture Industry FURNITURE INDUSTRY Current State of Furniture Industry About Furniture Industry: Understanding l Current State (Global) l Current State (Local) GLOBAL CURRENT STATE DOMESTIC CURRENT STATE
  9. 9. 0 1 INTRODUCTION GLOBAL CURRENT STATE DOMESTIC CURRENT STATE About Furniture Industry FURNITURE INDUSTRY Current State of Furniture Industry 가구산업의 개요 생산업체 수 : 1만여 개 (10인 이상 1,289개) 종 업 원 수 : 6만여 명 (10인 이상 기업 35,214명) 판매업체 수 : 1만6천여 개 종 사 자 수 : 5만여 명 시 장 규 모 : 약 10조원 (2011년 기준, 순수 가구제조업 4조 9260억) About Furniture Industry: Understanding l Current State (Global) l Current State (Local) 2005 2006 2007 2008 2009 2010 2011 연평균 증가율 사업체수(개) 1,231 1,321 1,441 1,307 1,256 1,289 1,254 0.2% 종업원수(명) 32,425 34,848 35,878 34,782 33,274 35,214 34,683 0.7% 생산액(10억원) 6,398.2 7,347.8 7,900.2 8,003.9 8,718.4 9,378.9 10,333.7 6.2% 부가가치(10억원) 2,256.4 2,541.5 2,679.7 2,742.4 2,974.3 2,955.1 3,109.8 3.8% 수출액(백만 달러) 424.7 587.3 619.7 577.7 517.6 676.0 885.2 10.8% 광공업통계조사보고서(2012), KOTIS
  10. 10. 0 1 INTRODUCTION About Furniture Industry FURNITURE INDUSTRY Current State of Furniture Industry About Furniture Industry: Understanding l Current State (Global) l Current State (Local) 국내 가구 산업 전통적인 내수 중심의 노동집약적 산업 → 고용창출에 크게 기여 국내 가구시장의 규모는 증가, 기술경쟁력은 약화 → 중국, 베트남 등의 저가 품목 수입의존도 증가 → 이탈리아, 독일 등의 고가 품목 수입의존도 증가 GLOBAL CURRENT STATE DOMESTIC CURRENT STATE
  11. 11. 0 1 INTRODUCTION About Furniture Industry FURNITURE INDUSTRY Current State of Furniture Industry About Furniture Industry: Understanding l Current State (Global) l Current State (Local) 국내 가구 산업 전통적인 내수 중심의 노동집약적 산업 → 고용창출에 크게 기여 국내 가구시장의 규모는 증가, 기술경쟁력은 약화 → 중국, 베트남 등의 저가 품목 수입의존도 증가 → 이탈리아, 독일 등의 고가 품목 수입의존도 증가 가구제조업이 소규모 기업 형태로 구성 → 10인 미만 업체 비중 86.9% 마케팅, 제품 개발력에 있어서 중소기업의 경쟁력 약화 → 우리나라 가구산업, 한계산업으로 일컬어짐 구분 업체수 전체(a) 10인미만(b) 비율(b/a) 제조업 전체 전국 320,053 261,194 81.6% 가구 제조업 10,059 8,742 86.9% 광공업통계조사보고서(2012), KOTIS GLOBAL CURRENT STATE DOMESTIC CURRENT STATE
  12. 12. 02. General Overview of IKEA group Introduction0 1
  13. 13. 0 1 INTRODUCTION IKEA’s Vision idea “To create a better everyday life for the many people” IKEA’s Business idea “To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them” BUSINESS CONCEPT Vision and Business idea General OVERVIEW of IKEA : Business Concept l Sustainable Growth l Key Figure l Organization General OVERVIEW of IKEA group
  14. 14. 0 1 INTRODUCTION SUSTAINABLE GROWTH Investing for the FUTURE General OVERVIEW of IKEA group 3 GROWTH AREAS Quality products at low prices To reach many people, our products must be of good quality and affordable. We design with our customers’ needs in mind People & Planet Positive We are working towards having an overall positive impact on both people and the planet while we continue to grow. When people grow, IKEA grows too Our co-workers are essential for our continued growth. We see every person as a talent with the possibility to develop. We earn our money before we spend it. This makes it possible for us to make long-term investments for the future. General OVERVIEW of IKEA : Business Concept l Sustainable Growth l Key Figure l Organization
  15. 15. General OVERVIEW of IKEA group 0 1 INTRODUCTION General OVERVIEW of IKEA : Business Concept l Sustainable Growth l Key Figure l Organization KEY FIGURE IKEA group at a glance Total sales EUR 28.7 billion Stores 315 in 27 countries Products About 9,500 in the range Co-workers 135,000* Suppliers 1,046 home furnishing suppliers in 52 countries* Store visits 716 million Web visits more than 1.5 billion Catalogues 212 million printed in 29 languages* IKEA Food EUR 1.4 billion yearly turnover* Production Approximately 60% of our production is in Europe North America 51 stores Europe 222 stores Russia 14 stores Asia 23 stores Australia 5 stores
  16. 16. General OVERVIEW of IKEA group 0 1 INTRODUCTION General OVERVIEW of IKEA : Business Concept l Sustainable Growth l Key Figure l Organization GERMANY USA FRANCE RUSSIA SWEDEN CHINA POLAND ITALY SWEDEN LITHUANIA EUROPE NORTH AMERICA ASIA and AUSTRAILIA RUSSIA EUROPE ASIA and AUSTRAILIA NORTH AMERICA RUSSIA SOUTH AMERICA 14% 12% 9% 7% 5% 23% 18% 8% 6% 4% 69% 16% 8% 7% 60% 33% 3% 3% 1% TOP 5 SELLING COUNTRIES TOP 5 PURCHASING COUNTRIES SALES PER REGION PURCHASING PER REGION
  17. 17. General OVERVIEW of IKEA group 0 1 INTRODUCTION General OVERVIEW of IKEA : Business Concept l Sustainable Growth l Key Figure l Organization KEY FIGURE IKEA group at a glance (In millions of Euros) 2013 2012 Revenue 28,506 27,628 Cost of sales 15,786 15,723 Gross profit 12,720 11,905 Operating Cost 8,709 8,423 Operating Income 4,011 3,482 Total financial income and expense 81 427 Income before minority interests and taxes 4,092 3,909 Tax 775 695 Income before minority interests 3,317 3,214 Minority interests -15 -12 Net income 3,302 3,202 11.4 12.9 15 17.5 20 21.5 21.8 23.5 25.2 27.6 28.5 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 TOTAL REVENUE IN BILLIONS OF EUROS 2003-2013 CONSOLIDATED INCOME STATEMENT SEP 1, 2012 – AUG 31, 2013
  18. 18. General OVERVIEW of IKEA group 0 1 INTRODUCTION General OVERVIEW of IKEA : Business Concept l Sustainable Growth l Key Figure l Organization KEY FIGURE IKEA group at a glance (In millions of Euros) 2013 2012 Property, plant and equipment 17,036 17,264 Other fixed assets 2,493 2,672 Total fixed assets 19.529 19,936 Inventory 4,257 4,664 Receivables 2,193 2,270 Cash and securities 16,000 17,878 Totlal current assets 22,450 24,812 Total assets 41,979 44,748 CONSOLIDATED BALANCE SHEET EQUITY AND LIABILITIES CONSOLIDATED BALANCE SHEET ASSETS (In millions of Euros) 2013 2012 Group Equity 29,202 29,072 Long-term liabilities 1,898 2,523 Other non- current liabilities 1,567 1,625 Total non-current liabilities 3,465 4,418 Short-term liabilities 4,763 6,814 Other payables 4,549 4,714 Totlal current liabilities 9,312 11,528 Total eqiuity and liabilities 41,979 44,748 41% 38% 10% 6% 5% 2013 - TOTAL ASSETS €41,979 million Property, plant and equipment Cash and Securities Inventory Other fixed assets Receivables 70% 11% 11% 4%4% 2013 - TOTAL EQUITY AND LIABILITIES €41,979 million Group equity Short-term liablities Other payables Long-term liabilities Other non-current liabilities
  19. 19. 0 1 INTRODUCTION General OVERVIEW of IKEA : Business Concept l Sustainable Growth l Key Figure l Organization General OVERVIEW of IKEA group ORGANIZATION The IKEA group of companies T H h a I o t d S T B c G B J L t S T C m T w p a m c i o T s N o I
  20. 20. 0 1 INTRODUCTION General OVERVIEW of IKEA : Business Concept l Sustainable Growth l Key Figure l Organization General OVERVIEW of IKEA group ORGANIZATION The IKEA group of companies T H h a T B c G B J L t S T C m T w p a m c i o T s N o I Stichting INGKA Foundation, in the Netherlands, is our owner, its funds can only be used in two ways: (1)reinvested in the IKEA Group or (2)donated for charitable purposes through the Stichting IKEA Foundation.
  21. 21. 0 1 INTRODUCTION General OVERVIEW of IKEA : Business Concept l Sustainable Growth l Key Figure l Organization General OVERVIEW of IKEA group ORGANIZATION The IKEA group of companies The IKEA Group of companies (INGKA Holding B.V. and its controlled entities) has an ownership structure that ensures independence and a long-term approach
  22. 22. 01. Basic Concept of Global Strategy 02. Foreign Entrance Strategy 03. Global Organization Strategy 04. Global Production Strategy 05. Global Marketing Strategy 06. Global Human Resource Strategy IKEA’s General Strategy 0 2
  23. 23. 01. Basic Concept of Global Strategy IKEA’s General Strategy0 2
  24. 24. 0 2 IKEA’s General strategy BASIC CONCEPT Glocal Strategy IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource BASIC CONCEPT LOCALIZATION STRATEGY GLOBAL STRATEGY Basic Concept of Global Strategy 1. 유럽 : 동일시장 분류 2. 북미, 아시아 : 기본제품 + 지역적수요 수용
  25. 25. 0 2 IKEA’s General strategy BASIC CONCEPT LOCALIZATION STRATEGY 기본적으로 글로벌 전략 추구 공통된 요구 과장없이 단순하고 실용적이며 저렴하고 질좋은 가구 규모의 경제, 제품의 질 향상, 글로벌 제품으로서 소비자 선호도 GLOBAL STRATEGY Basic Concept of Global Strategy IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource BASIC CONCEPT Glocal Strategy
  26. 26. 0 2 IKEA’s General strategy BASIC CONCEPT LOCALIZATION STRATEGY GLOBAL STRATEGY Basic Concept of Global Strategy IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource 적은 범위 내에서 현지화 추구 원가를 훼손하지 않는 범위내 신체조건, 가구에 대한 인식 차이 등 국가별로 차별화된 요구에 대응 북미 - 큰 사이즈의 제품 중국 - 중산층 겨냥 일본 - 배달과 조립서비스 BASIC CONCEPT Glocal Strategy
  27. 27. 02. Foreign Entrance Strategy IKEA’s General Strategy0 2
  28. 28. 0 2 IKEA’s General strategy ENTRANCE STRATEGY Franchising, Subcontracting Foreign Entrance Strategy BASIC CONCEPT 국제계약생산 STRATEGY 프랜차이즈와 국제 계약 생산을 활용한 계약을 통한 해외 진입FRANCISE STRATEGY IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource
  29. 29. 0 2 IKEA’s General strategy BASIC CONCEPT 국제계약생산 STRATEGY FRANCISE STRATEGY Foreign Entrance Strategy IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource 프랜차이즈 초기 단독투자/신규설립 83년 이후 프랜차이즈로 전환 Inter IKEA systems IKEA 프렌차이즈와 트레이드마크 관리 직접 프랜차이즈 - 317개 프랜차이지 간접 프랜차이즈 - 46개 프랜차이지 ENTRANCE STRATEGY Franchising, Subcontracting
  30. 30. 0 2 IKEA’s General strategy BASIC CONCEPT 국제계약생산 STRATEGY FRANCISE STRATEGY Foreign Entrance Strategy IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource ENTRANCE STRATEGY Franchising, Subcontracting
  31. 31. 0 2 IKEA’s General strategy BASIC CONCEPT 국제계약생산 STRATEGY FRANCISE STRATEGY Foreign Entrance Strategy IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource 국제 계약생산 원가절감과 유연성 증가를 위한 국제 계약생산 방식 2013년 기준 52개국 1,046개 공급업자 ENTRANCE STRATEGY Franchising, Subcontracting
  32. 32. 03. Global Organization Strategy IKEA’s General Strategy0 2
  33. 33. 0 2 IKEA’s General strategy ORGANIZATION STRATEGY 국제 기능별 조직 Global Organization Strategy BASIC CONCEPT IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource 일반적인 글로벌 조직구조를 적용하기 곤란 프랜차이즈를 통한 해외 진출 다양한 이유(절세, 지속성 문제 등) 기능별로 약 180여개의 자회사들을 설립
  34. 34. 04. Global Production Strategy IKEA’s General Strategy0 2
  35. 35. 0 2 IKEA’s General strategy PRODUCTION STRATEGY Subcontract, Internalization Global Production Strategy BASIC CONCEPT INTERNAL SUPPLIER EXTERNAL SUPPLIER IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource 주로 계약 생산방식을 통해 외부에서 가구를 공급받고 있으나, 유연성 제고를 위해 Swedwood를 인수하여 일정부분 내부화
  36. 36. 0 2 IKEA’s General strategy BASIC CONCEPT INTERNAL SUPPLIER EXTERNAL SUPPLIER Global Production Strategy IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource External supplier 가장 저렴한 외부 공급업체 선정 52개국 1046개 공급업체 가구를 한번도 생산해 보지 못한 기업이더라도 장기 계약 공급의 안정성 공급업체와 신뢰 구축 사회주의 붕괴로 인한 비용 증가분의 40%부담 PRODUCTION STRATEGY Subcontract, Internalization
  37. 37. 0 2 IKEA’s General strategy BASIC CONCEPT INTERNAL SUPPLIER EXTERNAL SUPPLIER Global Production Strategy IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource PRODUCTION STRATEGY Subcontract, Internalization Internal supplier Swedwood 91년 스웨덴 목재 가공 기업 Swedwood를 인수 석유파동, 사회주의 체제의 붕괴 제품 공급의 유연성 증가를 위해 가구공급의 내부화 필요성 JIT시스템 도입, 갑작스런 수요 변화에 대응
  38. 38. 05. Global Marketing Strategy IKEA’s General Strategy0 2
  39. 39. 0 2 IKEA’s General strategy MARKETING STRATEGY Global Marketing Global Marketing Strategy PRODUCT BRAND IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource 부분적 현지 적응 전략 대체로 표준화된 제품 적은 범위 내에서 국가별 선호 특성을 고려 (ex – 큰 침대, 푹신한 소파, 젓가락,웍 등)
  40. 40. 0 2 IKEA’s General strategy PRODUCT BRAND Global Marketing Strategy IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource 글로벌 통합 브랜드 전략 저원가 스웨덴의 국가 이미지 스칸디나비안 디자인 다만, 중국의 경우 중국어로 표시된 브랜드를 선호하여 이지아로 진출 MARKETING STRATEGY Global Marketing
  41. 41. 0 2 IKEA’s General strategy PROMOTION 전반적으로 카탈로그를 활용한 글로벌 표준화된 광고 진출 초창기에는 인식을 바꾸기 위한 현지 적응 광고GLOBAL LOCAL Global Marketing Strategy IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource MARKETING STRATEGY Global Marketing
  42. 42. 0 2 IKEA’s General strategy PROMOTION GLOBAL LOCAL Global Marketing Strategy IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource 카탈로그 활용 가장 중요한 마케팅 수단 성경 다음으로 많이 읽히는 이케아 카탈로그 (2013년 기준 2억 2천만부 이상) MARKETING STRATEGY Global Marketing “비는 당신이 포근하고 뽀송뽀송한 곳에 있다면 아 주 아름다울 수 있습니다.” “삶은 행복한 집 안에 있을 때 아름답습니다.”
  43. 43. 0 2 IKEA’s General strategy PROMOTION GLOBAL LOCAL Global Marketing Strategy IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource 현지화된 광고 새로운 라이프 스타일 가구를 소비재로 거부감을 느끼는 나라의 경우 현지 적응 광고 MARKETING STRATEGY Global Marketing
  44. 44. 0 2 IKEA’s General strategy PRICE Global Marketing Strategy IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource 현지 적응 전략 가구 시장의 경쟁 상태에 따른 ex - 미국 : 월마트, 홈디포 낮은 가격 스웨덴의 경제학자 가브리엘 툴린 : 나라별 가구 시장의 경쟁 정도를 알아내는 지표로 활용 MARKETING STRATEGY Global Marketing
  45. 45. 0 2 IKEA’s General strategy PRICE Global Marketing Strategy IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource MARKETING STRATEGY Global Marketing 가격 차별 논란
  46. 46. 0 2 IKEA’s General strategy PRICE Global Marketing Strategy IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource Marketing Strategy Global Marketing 가격 차별 논란 이케아 전체 시장 중 가장 비싼 가격이 책정된 호주와 비교 AUD $1 ≒ KRW 950
  47. 47. 0 2 IKEA’s General strategy PRICE Global Marketing Strategy IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource MARKETING STRATEGY Global Marketing 가격 차별 논란 2,600원 하락 기존의 수입업체들을 기준으로 가격 선정 예상
  48. 48. 0 2 IKEA’s General strategy PLACE Global Marketing Strategy IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource 글로벌 표준화된 유통 전략 Cash and Carry system 도시 외곽에 창고형 수퍼 스토어 실제 주거 공간 같은 공간 구성 일본 : 배달과 조립 서비스 MARKETING STRATEGY Global Marketing
  49. 49. 06. Global Human Resource Strategy IKEA’s General Strategy0 2
  50. 50. 0 2 IKEA’s General strategy HUMAN RESOURCE STRATEGY 글로벌 중심적 인사전략 Global Human Resource Strategy BASIC CONCEPT IKEA’s General strategy : Basic concept l Foreign Entrance l Organization l Production l Marketing l Human Resource 수십년간 자국중심적 2000년 들어 글로벌 중심적 전략으로 전환 미국 : 예란 카르스테트(스웨덴) 유럽 이케아 부회장 : 베르너 베버(독일) 독일 : 뤽 로워스(벨기에)
  51. 51. 01. KEY 1 : CASH and CARRY 02. KEY 2 : Choice Architecture 03. KEY 3 : Changing Room Generation 0 3 IKEA’s KEY Strategy
  52. 52. 01. CASH and CARRY strategy IKEA’s KEY Strategy0 3
  53. 53. 0 3 IKEA’s KEY strategy CONCEPT of CASH and CARRY Give Cash, andTake Product KEY 1 : CASH and CARRY 상품 구입시 고객이 현금으로 대금을 지급하고 자신이 직접 구입상품을 가지고 가는 것 IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation BASIC CONCEPT PROCESS ADVANTAGE
  54. 54. 0 3 IKEA’s KEY strategy KEY 1 : CASH and CARRY 1 You choose 2 You write down your choice 3 You pick things up yourself 4 You take your products home youreself 5 You assemble IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation BASIC CONCEPT PROCESS ADVANTAGE CONCEPT of CASH and CARRY Give Cash, andTake Product
  55. 55. 0 3 IKEA’s KEY strategy KEY 1 : CASH and CARRY 0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000 IKEA 일반 가구회사 직원 수 IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation BASIC CONCEPT PROCESS ADVANTAGE Cash and carry를 통해 매장 운영비 절감 콤팩트 한 포장으로 운송비 절감 (완제품 대비 1/6 감소) 재고관리비용 감소 기업 : 운송비, 재고관리비, 매장운영비 감소 CONCEPT of CASH and CARRY Give Cash, andTake Product
  56. 56. 0 3 IKEA’s KEY strategy KEY 1 : CASH and CARRY IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation BASIC CONCEPT PROCESS ADVANTAGE 소비자: 유통과정에 참여는 가격,품질로 보상 CONCEPT of CASH and CARRY Give Cash, andTake Product
  57. 57. 02. Choice Architecture strategy IKEA’s KEY Strategy0 3
  58. 58. 0 3 IKEA’s KEY strategy CONCEPT of CHOICE ARCHITECTURE Choice Rearrangement causes Consumer Satisfaction KEY 2 : Choice Architecture 인간은 의사결정이 이루어지는 매커니즘을 약간만 재구성만하면 행동과 만족도의 큰 영향을 준다. -리차드 탈러- IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation BASIC CONCEPT INTERNAL INTERIOR EXTERNAL INTERIOR
  59. 59. 0 3 IKEA’s KEY strategy KEY 2 : Choice Architecture IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation BASIC CONCEPT INTERNAL INTERIOR EXTERNAL INTERIOR 복잡한 동선을 통해 평균 3시간 이상 머물러 충동구매 야기 CONCEPT of CHOICE ARCHITECTURE Choice Rearrangement causes Consumer Satisfaction
  60. 60. 0 3 IKEA’s KEY strategy KEY 2 : Choice Architecture IKEA in PORTUGAL IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation BASIC CONCEPT INTERNAL INTERIOR EXTERNAL INTERIOR IKEA in CHINA CONCEPT of CHOICE ARCHITECTURE Choice Rearrangement causes Consumer Satisfaction
  61. 61. 0 3 IKEA’s KEY strategy KEY 2 : Choice Architecture IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation BASIC CONCEPT INTERNAL INTERIOR EXTERNAL INTERIOR IKEA in USA CONCEPT of CHOICE ARCHITECTURE Choice Rearrangement causes Consumer Satisfaction
  62. 62. 0 3 IKEA’s KEY strategy KEY 2 : Choice Architecture IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation BASIC CONCEPT INTERNAL INTERIOR EXTERNAL INTERIOR IKEA in SWEDEN CONCEPT of CHOICE ARCHITECTURE Choice Rearrangement causes Consumer Satisfaction
  63. 63. 0 3 IKEA’s KEY strategy Concept of Choice Architecture Choice Rearrangement causes Consumer Satisfaction KEY 2 : Choice Architecture IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation BASIC CONCEPT INTERNAL INTERIOR EXTERNAL INTERIOR “스웨덴 문화체험”가치 창출 도시 외곽 지역 입지 가능 재방문 가능성
  64. 64. 03. Changing-Room-Generation strategy IKEA’s KEY Strategy0 3
  65. 65. 0 3 IKEA’s KEY strategy CONCEPT of CHANGING-ROOM-GENERATION RENEWAL of House, similar with changing themselves KEY 3 : Changing-Room-Generation IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation LIFE STYLE : 사람마다 가치관으로 지향된 생활 스타일을 말한다. BASIC CONCEPT UNBORING CAMPAIGN LIFESTYLE ADAPTATION
  66. 66. 0 3 IKEA’s KEY strategy KEY 3 : Changing-Room-Generation IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation BASIC CONCEPT UNBORING CAMPAIGN LIFESTYLE ADAPTATION 지속성/내구성 개인취향에 표현의 도구 CONCEPT of CHANGING-ROOM-GENERATION RENEWAL of House, similar with changing themselves
  67. 67. 0 3 IKEA’s KEY strategy KEY 3 : Changing-Room-Generation IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation BASIC CONCEPT UNBORING CAMPAIGN LIFESTYLE ADAPTATION 함께하는 즐거움 성취감 촉구 자신을 표현 단순한 가구가 아닌 감성적 소비재 CONCEPT of CHANGING-ROOM-GENERATION RENEWAL of House, similar with changing themselves
  68. 68. 0 3 IKEA’s KEY strategy Concept of Changing-Room-Generation RENEWAL of House, similar with changing themselves KEY 3 : Changing-Room-Generation IKEA’s KEY strategy : CASH and CARRY l Choice Architecture l Changing Room Generation BASIC CONCEPT UNBORING CAMPAIGN LIFESTYLE ADAPTATION 빠른 소비패턴촉구 가치 제공 성취감 감성적 소비재 가치 표현인식의 변화 이케아 제품을 사야 하는 당위성 제공 이케아의 컨셉 제품의 특징
  69. 69. 01. About 한샘 02. Implication from IKEA View Point 0 4
  70. 70. 01. About 한샘 View Point0 4
  71. 71. 0 4 View Point 한샘의 환경분석 시장에 맞춰 변화하고 있는 한샘 View point : About 한샘 l Implication from IKEA About 한샘 원부자재 가격 상승 부동산 경기 침체 위기 경기변동의 리스크 이유 107 230 139 73 33 136 157 209 231 163 351 248 36 43 88 145 254 280 0 50 100 150 200 250 300 350 400 2001 2002 2003 2004 2005 2006 2007 2008 2009 한샘 실적 추이 (억 원) 영업이익단기순익
  72. 72. 0 4 View Point 한샘의 환경분석 시장에 맞춰 변화하고 있는 한샘 View point : About 한샘 l Implication from IKEA About 한샘 태스크포스(TF)팀 구성 고객상담 프로세스 개선 제품의 단순화 / 표준화 변화 IK(INTERIOR KITCHEN), 새로운 컨셉의 한샘이노 INNO (5개 직영) 결과 107 230 139 73 33 136 157 209 231 163 351 248 36 43 88 145 254 280 0 50 100 150 200 250 300 350 400 2001 2002 2003 2004 2005 2006 2007 2008 2009 한샘 실적 추이 (억 원) 영업이익단기순익
  73. 73. 0 4 View Point 한샘의 새로운 방향성 및 비젼 제시 IKEA를 벤치마킹한 시장 적응전략 경쟁사 대비 품질은 떨어지지 않으면서 가격은 30% 정도 싼 베스트 셀러 상품 제공 -권영길 한샘 CEO- VIEW POINT About 한샘 View point : About 한샘 l Implication from IKEA
  74. 74. 02. Implication from IKEA View Point0 4
  75. 75. 0 4 View Point 이케아의 핵심전략 적용 다국적기업으로 다가가기 위한 한샘의 적응 전략 CASH and CARRY KEY 1 View point : About 한샘 l Implication from IKEA Implication from IKEA Choice Architecture KEY 2 Changing-Room-Generation KEY 3 비용절감 전략 모색 매장 자체가 가지는 가치 부여 제공하는 재화의 확산가치 부여
  76. 76. 광공업통계조사보고서(2012), KOTIS 통계청, 광업 및 제조업 통계 WTO [Iinternational Trade Statistics(2013) 이케아, 불편을 팔다 - 뤼디거 융블루트 지음, 배인섭 옮김 IKEA group yearly summary fy13 IKEA sustainability report Deloitte consulting case competition-한샘 case study 척박했던 중국시장을 옥토로 바꾼 글로벌 기업들- LGERI 리포터, 이슈코멘트 산업 [운송/유통] – 이트레이드증권 이케아에서 배우는 마케팅 – 평생학습 파트너 휴넷 http://bemhong.blogspot.kr/2013/03/push-pull_23.html http://www.designdb.com/dtrend/trend.r.asp?menupkid=244&pkid=8389 http://m.mt.co.kr/new/view.html?no=2014081807583612488 http://koreameme.wordpress.com/2013/05/31/1-4/ http://farand.tistory.com/55 http://blog.naver.com/present1306/20209939826 http://www.mt.co.kr/view/mtview.php?type=1&no=2014081807583612488&outlink=1 http://blog.idealo.co.uk/worldwide-ikea-price-comparison-1635.html Reference

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