Book Review Great Ikea! A Brand for All the People

TABLE OF CONTENTS Topic Page 1.0 INTRODUCTION OF THE AUTHOR 2.0 BOOK REVIEW 3.0 REFERENCE 4.0 APPENDIX 1 2 10 11 1.0 INTRODUCTION OF THE AUTHOR Elen Lewis is an experienced writer, editor, author and ghost-writer of books, annual reports, websites, blogs, magazines, newsletters, Facebook pages, articles and tweets. She has been the editor of The Marketing Society for eight years and the editor of 26 for two years. She is also a writing trainer who helps organisations in writing more efficiently and effectively. Her clients include Unilever, Diageo, BP, Vodafone, The Marketing Society, 26, Start, DHL and many more In this book – Great Ikea! A Brand†¦show more content†¦I suspect not. We’re the Ikea generation. We buy sofas and tables for a quick fashion fix, like shoes and dresses. The things I inherit from my parents, I’ll pass on. But it won’t be Ikea because their furniture doesn’t pass the test of time† The author believes that we as customers become part of Ikea because we have to participate in the process. Ikea thinks it is good for us if we learn to build our furniture by collecting them from the warehouse, haul it onto the car roof or boot and take it home, all by ourselves. This participation means we belong more to the Ikea brand than any other brands in our lives. We indirectly became part of Ikea’s brand and business model and we are one of the reasons its prices are kept low and lower. In a way, this is one of the key ideas behind Ikea and this is why it is different from other furniture retailers. This is an innovation that Ikea owns and this is what differentiates it from the competition. Apart from emphasizing its Swedish and Scandinavian design and quality, Ikea also promotes a simple philosophy which â€Å"We do our bit, you do your bit, and together we save money†. The founder of Ikea, Kamprad believes that pricing plays a very important role in Ikea. Through an interview with a store manager, he mentioned that on one of Kamprad’s store visits, he actually approach and questioned some customers and ask whether the items they are buying worth the amount that they are payingShow MoreRelatedIkea Human Resource Management in Chinese Market2274 Words   |  10 PagesQuestion No. and Title: IKEA Human Resource Management in Chinese Market Declaration of Academic Integrity: I promise that submitting this work acknowledges that the assignment is entirely my own work and has not been submitted previously for another course or programme at RHUL or any other institution. When the art of business management has been concerned by IKEA, the concept â€Å"Simplicity is beauty† is popular in IKEA’s company culture. For an international enterprise, IKEA have to seek globalRead MoreIke A World s Most Successful Retailers Essay2060 Words   |  9 PagesIntroduction: IKEA is a world renown brand and one of the world’s most successful retailers thanks to their constant will to improve and connect with their customers.   Currently, the global retail space is in complete flux, and as online shopping continues to grow at the expense of store visits, the key to successful international retailing in the future will be to create unique brand-defining experiences that keep customers coming back, no matter through what channels.   IKEA exemplifies the importanceRead MoreReport On Ike International Business School3309 Words   |  14 PagesAnglia Ruskin University LORD ASHCROFT INTERNATIONAL BUSINESS SCHOOL REPORT ON IKEA IN CHINA Contents 1. Introduction 2 ïÆ'Ëœ History 2 ïÆ'Ëœ Store 3 ïÆ'Ëœ Resources and capabilities of IKEA 3 ïÆ'Ëœ Mission 3 ïÆ'Ëœ Vision 3 ïÆ'Ëœ Product range 4 ïÆ'Ëœ Market segmentation 4 ïÆ'Ëœ Goal of IKEA in China 4 ïÆ'Ëœ Analyzing the Chinese Market 4 2. IKEA’S OPERATION IN CHINA 5 ïÆ'Ëœ Challenges faced by IKEA in China 5 ïÆ'Ëœ Marketing strategy of IKEA in China 6 3. EXTERNAL ANALYSIS 7 4. INTERNAL ANALYSIS 8 ïÆ'Ëœ Value chain analysis- 8 ïÆ'ËœRead MoreIkea Case Study Ebusiness5766 Words   |  24 PagesTABLE OF CONTENTS 1 Theoretical Analysis 3 1.1.Background 3 1.2 Literature review 3 1.2.1 Click and Mortar Strategy- integration of two channels 4 1.2.2 Transaction-based and trust-based strategy 6 1.2.3 Corporate website e-commerce system 7 1.2.4 Summary 9 2 Strategy analysis 11 2.1 Business idea 11 2.1.1 Business Model 12 2.1.2 Vision 14 2.2 Global Strategy 14 2.3 Future challenges 15 3 Web site analysis 16 3.1 Informative communication 16 3.2 StructureRead MoreValue Based Service7682 Words   |  31 Pagesjournal is available at www.emeraldinsight.com/0960-4529.htm MSQ 16,3 SERVICE LEADERS Values-based service brands: narratives from IKEA Bo Edvardsson and Bo Enquist Service Research Center, Karlstad University, Karlstad, Sweden, and 230 Michael Hay IKEA North America Abstract Purpose – The purpose of this paper is to present a model for values-based service brands grounded in values-based service management. In undertaking this task, the paper addresses two research questions:Read MoreIkea Marketing Plan8221 Words   |  33 PagesIKEA Marketing Plan – Part I Submitted to: John Daly Submitted by: Lindsay Churchman Matthew Holland Jamie Krebs Eveline Man Chris Manellis Chelsea Slade Due Date: February 17, 2011 MRK428MS Internal Environment IKEA current marketing goal and objective The IKEA vision is to create a better life for many people who purchase their products. Their main objectives are: - IKEA produces cheap and affordable products for the customers - The company wants better life for those who cannot afford expensiveRead MoreInformation Technology : An Adaptive And Innovative Organization Essay3545 Words   |  15 Pagesbusinesses and nowadays it become foundation for all actions that performed in each organization. Information technology is determined by the demands of the new, competitive business environment. Information technology come in the form of many technologically innovative devices such as internet, computer, scanner, analytic tools, software and smart phone which help distribute important information from top level to bottom level management which in turn use all these useful information generated to makeRead MoreApples Branding Strategy5567 Words   |  23 Pagesfriendly environment Apple Store 6 Question 2 7 a)Review L’Oreal’s brand portfolio. What role have target marketing, smart acquisitions, and Ramp;D played in growing those brands? 7 Introduction 7 Target Marketing 8 Smart Acquisitions 10 Research and Development 11 b)What’s next for L’Oreal on a global level? If you were CEO, how would you sustain the company’s global leadership? 12 Question 3 14 What are some of the things IKEA is doing right to reach consumers in different marketsRead MoreAssignment Ikea6916 Words   |  28 PagesDESCRIBE THE VISION, MISSION AND OBJECTIVES OF IKEA AND ALSO ITS TAGLINES. Based on our findings, the IKEAS’s vision, mission, objectives and its taglines are as follows: Vision: ‘’To create a better everyday life for the many people.’’ To meet this vision IKEA provides many well-designed, functional products for the home. Its prices its product low so that as many people as possible can afford to buy them. However, in creating low prices IKEA is not willing to sacrifice its principle, ‘LowRead MoreEssay on Ikea, Ethics Issues and Business Practices3985 Words   |  16 PagesIKEA and Current ethical issues Introduction This report, shall attempt to create an understanding of the current ethical issues affecting Ikea. These issues will include the role corporate social responsibility plays in Ikeas decision making process, how it deals with cultural imperialism, the influences and attitudes of customers, suppliers and staff, be that in those countries where it manufactures its products or sources its materials. While Ikea is seen as the essential Swedish brand