IKEA Case 2011

IKEA Case 2011 - Elizabeth Pirinis September 20, 2011 IKEA...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Elizabeth Pirinis September 20, 2011 IKEA Invades America 1. IKEA primarily targets younger people and young families who are cost conscious. They want to buy items that are of modern design and don’t want to be considered ‘cheap’ but cannot afford to pay very much. The IKEA brand delivers on low prices for unique designs and delivers on this through their selection of products at different price ranges. IKEA’s brand attributes emphasize form, function and affordability. The stores are user friendly, being compared to ‘theme parks’ as they have displays, childcare centers for the kids and restaurants. These younger customers can pick up what they want and that same day set it up in their homes. 2. The market in the US is highly fragmented with a large gap between the low-end and high-end retailers. In the low-end part of the industry, products are aggressively promoted for their low prices but will not necessarily be of the best quality and design. Also the stores are not aesthetically pleasing and lack quality customer service. In contrast, at
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 2

IKEA Case 2011 - Elizabeth Pirinis September 20, 2011 IKEA...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online