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5 BBA(H) B
1311744
Aakriti Jain
5 BBA(H) B
1311744
introduced furniture. In 1950 the first furniture showroom opened in lmhult,
Sweden. They began designing furniture for flat packs and self-assembly. And the
first store opens in Sweden and is the largest furniture display in Scandinavia.
In 1960s they began expanding outside of Sweden with a store in Norway and
opened a self-serve warehouse. In 1980s & 1990s the first store opened in the USA
in Philadelphia. And children's IKEA was launched as IKEA feels that kids are the
most important people in the world. In 2000s IKEA e-commerce and its own food
label covering about 30 percent of the 150 products in its food range were launched.
Brand Positioning
The Brand Mantra is To create a better everyday life for the many people. Its
positioned itself on the main grounds of Cost Leadership (30-50% lower than
competitors), shopping experience as displays every product it sells in room-like
settings so customers dont need a decorator to help them imagine how to put the
pieces together and Swedish designs that are functional and simple.
Point of Parity
Offers high quality and low price like Walmart and Costco.
Point of Difference
Product offerings
Restaurant