ikea case study

The popularity of conventional furniture has fortified the interest in wood in the assembling of furniture in India. In the course of recent years, the use of wooden products in the home has expanded as individuals have begun utilizing wood for outfitting cabinets, decorating, and other purposes. Apart from this, the interest in designed wood furniture is also ascending in many urban areas like Delhi, Mumbai, Chennai, Uttar Pradesh, Kolkata, and other significant urban countries. The Indian furniture market is relied upon to observe solid development during the estimated time frame. The country’s furniture market is required to grow at a quick speed because of the rising dispensable livelihoods, the blossoming working class, and the developing number of metropolitan families.

Furthermore, the extended expansion in the travel industry and accommodation areas is additionally expected to spike the interest for furniture in the country through 2021. The western and southern districts may keep on being the main income generators because of improvements.

IKEA is one of the biggest furniture manufacturer companies on the planet established by a woodworker named Ingvar Kamprad. It is a value-driven company and keeps up its concentration upon product design which not just fits inside the necessities of the clients yet, likewise points in making home a superior spot to live. Right now, the IKEA site is offering in excess of 10,000 products from in excess of 444 stores in 52 countries and markets around the world. With this size of activity, IKEA is surely confronting serious contest between both neighborhood and global brands. Let’s check out the IKEA Case study with full analysis data.

About IKEA Company

IKEA is a Swedish-founded Dutch-based multinational group that offers a wide range of well-designed, functional home furnishing products. It’s one of the biggest furniture manufacturer companies on the planet established by a woodworker named Ingvar Kamprad who was 17-year-old, in Sweden in 1943. IKEA has been the world’s biggest furniture retailer since 2008. The brand used by the group is an acronym that consists of the founder’s initials (Ingvar Kamprad), and those of Elmtaryd, the family farm where he was born, and the nearby village Agunnaryd (his hometown in Småland, southern Sweden).

IKEA Company Profile

ikea logo

Company Name IKEA
Legal Name IKEA BV
Parent Company IKEA BV
Sector Furniture, Shopping, Customer Electronics
Headquarter Delft, Zuid-Holland, The Netherlands
Headquater Region European Union (EU)
Founded Date 1943
CEO Jesper Brodin
Founders Ingvar Kamprad
Total Funding $800 Million (approx.)
Monthly Visitors 389,584,333
Official Website Ikea.com

IKEA Founder

Ingvar Kamprad is the founder of IKEA.

Ingvar Kamprad
Ingvar Kamprad (Founder of IKEA)

The IKEA concept started when Ingvar Kamprad, a business visionary from the Smaland region in southern Sweden, had an inventive thought. In Smaland, albeit the dirt is meager and poor, individuals have gained notoriety for buckling down, living economically, and making the most out of restricted assets. So when Ingvar began his furniture business in the late 1940s, he applied the exercises he learned in Smaland to the home goods market. Ingvar’s imaginative thought was to offer home outfitting results of good capacity and plan at costs a lot lower than contenders by utilizing basic expense cutting arrangements that didn’t influence the quality of products. Ingvar utilized each chance to diminish expenses, and he scratched and saved every way possible – except on ideas and quality.

IKEA Business Model

Ikea is known for its attention to cost control, operational details, and continuous product growth that has enabled IKEA to lower its prices by an average of 2 to 3%. Ikea follows the price-authority model. Low costs are the principal concern stone of the IKEA vision, business thought, and idea. In the realm of IKEA furnishing, the items are named after Swedish towns like Aneboda, Akurum, and Anordna. Be that as it may, the consumers stress less over the names and care more about the amount they cost. Ikea furniture is a signal for deal trackers.

Their entire business plan advances around selling its furniture at the most minimal value conceivable. IKEA’s plan of action spins around its vision which is offering a wide scope of very much planned, practical home outfitting products at so low costs that whatever number of individuals could be allowed will actually want to manage the cost of them. Anyone can make a top-notch item at a significant expense, or a low-quality item for a minimal expense.

IKEA follows an alternate methodology, they have created techniques that are both expenses effective and inventive. Prior to planning the product and service. They choose the sticker price. Their manufacturers start with planning the item in the wake of remembering the cost. The IKEA Group has 31 dissemination communities in 16 countries, providing merchandise to IKEA stores. It has around 45 exchanging workplaces in 31 nations. They have exceptionally cozy associations with their 1,350 providers in 50 nations.

ikea revenue share
IKEA case study: Revenue share

IKEA Growth

IKEA India saw its net deals increased to 64.68 %  which is Rs. 566 crores in Financial Year 2019-20 from Rs. 343.7 crore in the past monetary.

The company’s total revenue during 2019-20 monetary was at Rs, 665.6 crores, up by63.18%, as against Rs. 407.9 crore in the past monetary year. IKEA India, which has opened its subsequent retail location this month in Mumbai, saw its income from ‘other pay’ in FY20 was at Rs. 99.6 crore as against Rs. 64.2 crore in FY19.

When reached, IKEA said India is a significant market for the organization and it is contributing to offer clients an omnichannel experience.

“India is a significant market for IKEA. We are here in India for as long as possible. We are in the underlying long periods of tasks in the country where we are putting resources into our need markets to offer clients an omnichannel experience,” said IKEA India CFO Preet Dhupar.

IKEA Marketing Strategy

Every component of IKEA’s marketing strategy is cautiously curated to help its image personality and to make important customer encounters:

  • The organization utilizes a steady and effectively unmistakable subject, from its product names to its shading plan.
  • Blended and coordinated with products are accessible to suit every client’s remarkable style and needs.
  • Item contributions walk the barely recognizable difference between mass-market moderateness and reusable strength.
  • The supported substance with imaginative accomplices grows the brand’s appeal to new socioeconomics.
  • All deal things are shown in a manner that is intended to move the user’s vision.
  • The brand is participatory, and individuals are urged to take IKEA’s thoughts and run with them.
  • IKEA uses the furthest down-the-line innovation to furnish state-of-the-art encounters reliable with its ethos.

IKEA Competitors

The biggest competitors of IKEA are Walmart, Wayfair, Bed Bath and Beyond, Pepperfry (India), Amazon, and more.


World pandemic and lockdown helped bolster Ikea’s online business, which now accounts for 40% of total sales compared to about 10-15% a year ago, according to Peter Betzel. IKEA is popular for new designs and items. It keeps on continually adding the latest furniture designs and latest items to its assortment.

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