There are a wide range of questions such as: How to choose the location of a shop, how to organize the shelves, which products to choose, how to attract customers to its point of sale, before venturing on a business. Understanding the distribution business is not easy. The specialists in the field are trying to make the store's profitability optimal but how do they do this?
A distribution chain in particular has piqued our interest because of its great success and its original concept: IKEA. A few years after the end of the Second World War, Ingvard Kamprad founded his first company. At that time, the distribution market was highly fragmented and protected, and barriers to entry were high.
This contract was only meant for wealthy households. But IKEA has managed to address a market segment, namely, young couples with modest incomes. Today, a question arises: how did IKEA manage to penetrate the international market as a leader of the furniture?
After many searches, and many on-site observations, and meeting with the marketing manager of the store in Anderlecht, we realized that IKEA is constantly looking for performance and a logistics concept to service the consumer. Through this work, we will expose the practices of the distribution experienced by the store: IKEA Anderlecht.
To do this, our work will be divided into several parts: The history of the IKEA brand and its international development. The description of the concept through a comprehensive study of its stores: Anderlecht. The reasons for the success of the IKEA brand. Analysis of the distribution system from the point of sale. The future of the brand and our critical eye on it. We finally conclude by explaining the best practices of the retail world that we identified during the course of our research.
The story of Ikea begins in 1920, when Ingvar Kamprad was born. Very young, he starts selling matches to his close neighbors, then it expands its customer base by riding his bicycle. At 17, Ingvar graduated and received a reward from his father that he is quick to invest to create his own company. He named Ikea after his initials (IK) plus those of Elmtaryd (E) and Agunnaryd (A), the farm and the village of his childhood.
At first he sold pens, wallets, picture frames, table cloths, watches, and jewelry and nylon stockings - practically everything we asked and can provide low prices. The door to door no longer suited to its ambitions, Ingvar began to advertise in the local press and operate by correspondence. He takes the tour of the slag to deliver its products to the railway station nearby.
A few years later, he decided to do a furniture business. It is time that the "Ikea adventure" really begins. Indeed, it is during these years appears the "showroom", catalog and furniture kit, suitable for Ikea.
In 1953, the first permanent furniture exhibition opens in Älmhult Sweden. It is a milestone in the development of the concept Ikea. For the first time, customers can see and touch the furniture before ordering. The "showroom" is the result of a price war between Ikea and its main competitors.
To force down prices, but the quality was threatened by exposing his furniture, Ikea shows 3-D functionality and quality of its products cheap. This innovation is a success and customers choose products that offer the best value for money. Also under this sign as the first restaurant will open its doors within the store.
Tags: IKEA; origin of IKEA; history of IKEA; IKEA strategy
[...] They appreciate the ambience and atmosphere in which the various items are displayed.The remaining 52% are split between those who have a very favorable opinion of the organization of the store and those who consider the arrangement as average The sales area in Ikea Anderlecht is 18,500 m².This area is fully dedicated to the development and decoration of the house. Floor Plans One can easily distinguish the different "parts" of the store. We realized that there are three different types of "sections" in the store. [...]
[...] f - After buying IKEA offers home delivery or rental of vans for those who have not the right vehicle to transport their purchases. IKEA can also benefit from a service installation and assembly, generally used when buying a kitchen.Customers have 30 days to change their mind days if they are club members IKEA family. 4 - Be a member of the IKEA Family To fully enjoy all the benefits and services of IKEA, just avail of the IKEA family card, which is free. [...]
[...] The structure of the IKEA Group 14. Questionnaire to customers of Ikea Anderlecht-Thursday, February "What is a franchise?" According to the Chamber of Commerce, a franchise is system of cooperation between different companies, but bound by a contract under which one of them, the franchisor, grants the other, the franchisee, upon payment of a fee, the right to use a trademark or a commercial formula embodied in a brand, while providing an additional aid and regular services to facilitate this exploitation." 2. [...]
[...] Another company, Ikea Services, holds the intellectual property of the group, that is to say, its concept and product design. Who Owns Ikea Services? To this question, it is near impossible to have a clear answer.In fact, Inter Ikea Systems is itself owned by companies whose headquarters would be located in tax havens, the Caribbean, according to Swedish journalists. " 11. "What do customers think of the IKEA concept?” Sources: Results of a survey of customers of the store (cf.Schedule No p.30) 12. [...]
[...] Most of these stores are owned by Ikea Group through franchise agreements.[31] Swedwood, the industry group, produces wood-based furniture and wooden components in 38 industrial units in 11 countries. IKEA has 31 distribution centers in 16 countries.The packaging in flat packages, transport by train and boat when possible and the fuel saving techniques allow them to keep prices low and to better respect the environment.[32] Distribution at Ikea is via supermarkets located within cities, with extremely easy access. This innovative idea gives birth to the concept of "Cash and Carry" which Ikea was the first to implement. [...]
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