Ikea

TO CREATE A BETTER EVERYDAY LIFE FOR THE MANY PEOPLE!

1943

IKEA is founded by Ingvar Kamprad - When Ingvar Kamprad is 17, his father gives him money as a reward for succeeding in his studies. He uses it to establish his own business. The name IKEA is formed from the founder's initials (I.K.) plus the first letters of Elmtaryd (E) and Agunnaryd (A), the farm and village where he grew up. IKEA originally sells pens, wallets, picture frames, table runners, watches, jewellery and nylon stockings - meeting needs with products at reduced prices.
(http://www.ikea.com/ms/en_AU/about_ikea/the_ikea_way/history/index.html)

1958

The first IKEA store opens in SwedenThe first IKEA store in Älmhult has 6,700 square metres of home furnishings! At the time, it is the largest furniture display in Scandinavia.

1975

IKEA arrives in AustraliaThe first IKEA store opens in Sydney.

2012

Ikea now has:

 - 287 stores in 26 countries, and

 - 131,000 workers from 48 nationalities

It is the largest home furnishings retailer and has approximately 208 million copies of the catalogue.
(http://www.ikea.com/ms/en_AU/about_ikea/the_ikea_way/history/index.html)

Marcia from Tempe Ikea talked to us about her position as Graphic Manager.

"The product range is our identity"

She explained that they keep their advertising simple and to the original Ikea, so everyone knows its them without even seeing the sign saying "Ikea".

The Target Market for Ikea is of a wide range.  To begin with, Ikea influences children with their amazing bunk beds, and great storage ideas.  They have toys and kids furniture and mirrors etc.  Therefore this inspires the children to want to visit Ikea, so that their mummy or daddy will buy then a new toy.

Young adults are also influenced with Ikea's amazing home ideas.  Either to make their room pretty, or for when they first move out and to decorate their house with the new in style furniture.

30 to 40 years olds also shop at Ikea, as they want to re-style their home as their children get older and they can have a more sophisticated home.

Ikea has a few main categories on Ikea's website which are:

 - New at Ikea
 - Ikea PS
 - Living room
 - Bedroom
 - Kitchen
 - Children's Ikea
   and
 - Textiles

Each if these categories have their own subheading, dividing the products into smaller groups, for example, Kitchen subheadings are:

 - Kitchen cabinets

 - Interior fittings

 - Appliances

 - Free-standing kitchens

 - Modular kitchens

 - Worktops

 - Kitchen taps & sinks

 - Wall storage

 - Wall panels

 - Kitchen islands & trolleys

 - Sep stools & step ladders

 - Kitchen integrated lighting

 - Knobs & handles

   and

 - Series

Ikea has a wide range of prices which vary to each individual product.  For example, tv storage cabinets range from $79 to $1,429;  fabric sofas range from $179 to $2,499; and free standing kitchens range from $59 to $999.