Ikea President Josephine Rydberg-Dumont asserts that the “shopping experience is something that is exciting and talks to many different people.”1 Ikea makes shopping exciting because of its low prices and because people know that Ikea offers quality products too.
The success of the IKEA into international market is based on its violation of the traditional concepts; the company ignored the retailing rule 'that international success involves tailoring product lines closely to national tastes and preferences' (IKEA Website), and emerged as the world's largest retailers of home furnishing.
Founded in the year 1943 this company has grown to a world widely famous consumer and household goods producing company and has done so with the hard work and efforts of a number of key people. This company was founded in Sweden to be more exact it was founded in Almhult, Smaland.
Now what method could they possibly use to do such a thing The answer to that is motivation.
We define motivation as the process that counts for an individual's intensity, direction, and persistence of effort toward attaining a goal. (The IKEA Way of Motivation 2004) Motivation actually happens when a being encounters a certain situation or instance that triggers his/her drive to do something.
In this way, people can associate themselves with the characters of ads which may develop strong emotional appeal. Moreover, instead of taking celebrities for emotional appeal, normal consumers will be given chance to convey the message as it will enhance the impact of
Therefore, the size of company, range of its products and its supply chain strategies make retail store distribution most appropriate for IKEA. Moreover, with this huge product range and global distribution network, direct selling approach is not
It was founded by Ingvar Kamprad, a 17 years old guy who is now categorized in world’s richest people of 2013. The company is famous for its modern architectural designs of furniture. There are many other attributes which are contributing in the key success
2 pages (500 words)Case Study
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