The secret of IKEA`s success

合集下载

上海市高考概要写作9篇(有答案)

01 - Sales StrategiesHow can a company improve its sales? One of the keys to more effective selling is for a company to first decide on its “sales strategy”. In other words, what is the role of the salesperson? Is the salesperson’s job narrative, suggest ive, or consultive?The “narrative” sales strategy depends on the salesperson moving quickly into a standard sales presentation. His or her pitch highlights the benefit for the customer of a particular product or service. This approach is most effective for customers whose buying motives are basically the same and is also well suited to companies who have a large number of prospects on which to call.The “suggestive” approach is tailored more for the individual customer. The salesperson must be in a positio n to offer alternative recommendations that meet a particular customer’s needs. One key aspect of the suggestive approach is the need for the salesperson to engage the buyer in some sort of discussion. The salesperson can then use the information from the customer to suggest an appropriate product or service.The final strategy demands that a company’s sales staff act as “consultants” for the buyer. In this role, the salesperson must acquire a great deal of information about the customer. They do this through market research, surveys, and face-to-face discussions. Using this information, the salesperson makes a detailed presentation tailored specifically to a consumers needs.More and more sales teams are switching from a narrative or a suggestive approach to a more consultative strategy. As a result, corporations are looking more at intangibles (无形资产) such as creativity and analytical skills and less at educational background and technical skills.Sales strategies are classified as narrative, suggestive and consultive. Salespeople use the narrative strategy to promote products with standard presentations. The suggestive approach requires the salesperson to recommend a suitable product after talking with customers. The consultive strategy demands that salespeople acquire information about customers and act as their “consultants”. Nowadays more and more sales teams prefer the consultive approach. (60 words)02 - When You Hear the Final WhistleOne of the hardest things for any sportsperson to do is to know when to retire. But even harder is finding the answer to the question “What am I going to do with the rest of my life?”Some sportspeople go on playing too long. Perhaps they just can’t stand life without the “high” of playing professional sport. Michael Jordan, the greatest basketball player of all time retired three times. He retired once from the Chicago Bulls, made a successful comeback with the Bulls, then retired again. His second comeback with an inferior team ended in failure and he retired for ever at the age of 38. Jordan said, “There will never be anything I do that will fulfill me as much as competing did.”Others can’t resist the chance of one last “pay day”. Muhammad Ali needed the money, but his comeback fight, at the age of 39, against Trevor Berbick, was one of the saddest spectacles in modem sport. After losing to Berbick, Ali retired permanently. Three years later he developed Parkinson’s disease.For some people, the pain of retirement never leaves them. As Jimmy Greaves, an ex- England international footballer said, u I think that a lot of players would prefer to be shot once their career is over. J, Many of them spend their retirement in a continual battle against depression, alcohol, or drugs.But for the lucky few, retirement can mean a successful new career. Franz Beckenbauer is a classical example of a footballer who won everything with his club, Bayern Munich. After retiring he became a successful coach with Bayern and finally president of the club. John McEnroe, the infamous “bad boy” of tennis, is now a highly respected and highly paid TV commentator. But sadly, for most sportspeople these cases are the exceptions.For one thing, sportspeople find it hard to decide when to retire. Some don’t want to retire because they can’t stand living without playing professional sport while others just need money. For another, sportspeople find it harder to decide what to do after retirement. Some suffer from the pain of retirement while the lucky few take up a new career. (60 words)03 - IKEASince it opened its first store in 1943 , IKEA has become one of the biggest furniture empires in the world. The company has made people think differently about the way they furnish their homes, particularly in countries like Germany, the UK and France. Over 365 million people worldwide spend more than £8 billion in IKEA stores each year and the number of customers keeps rising. The best-selling products are bookshelves, sofas, candles, chairs and coat hangers, but perhaps IKEA is most famous for its flatpack furniture.Flatpack furniture was invented by chance in 1956 by a man called Gillis Lundgren. He lived in a Swedish town called Almhult and worked for a small furniture company. One day Lundgren needed to deliver a table to a customer, but the table wouldn’t fit in his car. “Let’s pull off the legs and put them underneath,” said Lundgren — and that was the moment flatpack furniture was bom. From that simple beginning, the small furniture company became IKEA and Lundgren became one of its top designers.The se cret of IKEA’s success is not just the design, it’s also the price. Flatpacks don’t take up much space, so IKEA can send furniture round the world vey cheaply. Also the stores don’t employ lots of salespeople to help you find or carry things; it seems peop le don’t mind doing that for themselves. And most importantly, IKEA doesn’t pay anyone to put the furniture together — they let the customers do that. Apparently, people would rather pay less and build the furniture themselves.IKEA is a big furniture chain store, well known for its flatpack furniture, which was invented by Gillis Lundgren when he managed to put a table into a car. IKEA’s success lies in the design and the price. IKEA can deliver flatpacks round the world cheaply. Customers would rather pay less and put the furniture together themselves. (57 words)4 - Refusing to Be ModernizedAn elderly couple are going to exchange candles for light bulbs after 37 years without electricity at their Suffolk home. Pat Payne, 74, and his wife Margaret, 72, brought up their large family in their farmhouse in Whepstead, near Bury St Edmunds, without any modem appliances.Their children left home years ago but now one of them has moved back and is paying £ 19,000 to have electricity put in the 200-year-old house next month. Mrs. Payne said that she was looking forward to “ being modernized “ but does not feel that she has missed much by not having electricity.“It would have been nice to have been able to do the ironing or to have vacuum cleaner instead of having to sweep the floor, but we got by,” she said. “I think our children are more excited about us getting electricity than we are.”The couple have mostly lived off the land. Mr. Payne, a former farm labourer, grows vegetables in the garden. Without a fridge or freezer in the three-bedroom house, milk is delivered every other day and fresh meat is bought as needed. Water comes from a well.Mrs. Payne used to wash clothes by hand, and with nine children that was a lot of clothes, but she believes that not having electricity may have been a good thing for her children while they were growing up.“Instead of watching television, they played together and used to make up games or read books,” she said.The life also suited her and her husband. “ Neither of us has eve r been seriously ill and we rarely get a cough or cold,” Mrs. Payne said. “With our fresh vegetables and not having central heating it’s been a very healthy way to live.”The Paynes have lived in their farmhouse without electricity for 37 years but they do n’t regret it. They think living in this way does good to their children’s growing up and their health. Now they are going to have electricity put in their house and will make use of modern alliances. (51 words)5 - Designer Brands Aren’t for Me!Although I follow fashion, I hate the phrase “must-have”. If I read that Ugg boots or Prada sunglasses are the latest “must-haves”, my immediate reaction is to think, “Why must I have them?” Why should I fall for the designer’s manipulative tactics, which are only intended to increase his bank balance at the expense of mine?Designer brands, in general, are for people who are too insecure to trust their own tastes. These people decide that everything at Prada must be “cool”, so if you shop there, you can’t go wrong. I find it much more satisfying to pop into one of the cheap chain stores on the High Street and buy a copy of designer’s clothes for a tenth of the price. OK, you have to use your skill to find the one garment in there that looks great. But it’s worth it! It’s like finding a piece of gold in a river. The find gives you immense satisfaction.Which is why, according to a survey done by a British bank, young people with money are abandoning the designer shops and buying their clothes in chain stores, second-hand shops, and in markets. This is the best news I’ve heard all week. It means that young people have the confidence to trust their judgment. They are prepared to take risks to look individual and not mass-produced.That has always been my shopping philosophy. The surprisingly high prices in designer shops leave me open-mouthed. Even if I had the money, I would think of all the other things I could spend it on!The writer thinks there is no need to buy those “must-haves” and that designer brands are intend ed for those who aren’t sure of their tastes. He prefers to do shopping in a cheap chain store. Besides, a survey reports that rich young people are switching to cheaper places to do shopping, thus looking individual. (54 words)6 - A Lesson Goes ViralAt the end of 2014, Tulsa, Oklahoma, sixth-grade teacher Melissa Bour received a friend request on Facebook from one of her students. She didn’t accept the request, but a quick browse through the girl’s friends list revealed the names of dozens of kids from her classroom. Many of the students’ Facebook pages were completely public, meaning even strangers could search through the kids’ personal photos and messages.“I saw middle fingers, students dressed inappropriately, and extremely offensive language,” Meli ssa says. “It was disturbing.” When she brought up her discovery in class, the students thought it was nothing. So she created a post of her own.With a bright green Sharpie, she wrote on a piece of paper in all caps, “Dear Facebook：My 12-year-old students think it is ‘no big deal’ that they are posting pictures of themselves ... Please help me show them how quickly their images can get around.” She put a picture of the letter on her Facebook page and asked people to share it.In hours, it was shared 108 ,000 times across dozens of states and four countries. She deleted it after eight hours, but it continued to spread. “I wanted to show them that it’s on the Internet forever,” she says.As she explained the results of her experiment in class, the students’ “eyes got bigger and bigger,” she says. “It scared a few of them into deleting their pages completely,” she says. Others have removed inappropriate posts and used privacy settings to manage their pages.Her intention wasn’t to scare them off social media bu t to push them to be mindful of what they post. Melissa says, “I tell them, ‘just because everyone else is sharing doesn’t mean you have to.’”At the end of 2014, Melissa Bour, a sixth-grade teacher in Tulsa, Oklahoma, found her students were using social media improperly. In order to warn them of the danger, she posted a picture with some words on it. It spread quickly and remained online even when deleted. She told the students what she did and her efforts were fruitful. (59 words)7 - Parallel LivesMargaret Richardson and Terry Connelly have almost identical taste in clothes, both have four children of more or less the same age, and both were married on exactly the same day. Not surprising, perhaps, Margaret and Terry are identical twins. What is surpri sing is that they didn’t even meet until they were in their mid-thirties.What happens if, like Terry and Margaret, identical twins are separated at birth and brought up in different families? Will their backgrounds make them completely different, or will their shared genes still mean that they have a lot in common? Professor Tom Bouchard from the University of Minnesota, set out to find the answer to this question. He traced more than a hundred pairs of twins who were adopted by different parents at birth, sixty-four of whom were identical twins. Each twin is then tested and interviewed about every detail of their life and personality.It turned out that Margaret and Terry were not unusual. As well as looking very similar, many twins had the same IQ, the same health problems, the same hobbies and interests, the same attitudes and even the same tastes. Several pairs of twins arrived at their first meeting in the same clothes, and one pair of middle-aged women were wearing identical jewellery. Others had made the same career choices：Jerry and Mark Levy first met in their thirties to discover that they were both firefighters, who drank the same kind of beer and weighed exactly the same.Of course, some of this must be coincidence. But Professor Bouchard has come to a remarkable conclusion. Identical twins brought up separately are more similar than non-identical twins brought up together. “I am not saying that upbringing doesn’t matter —it’s very important of course —but this research shows that our genes influence almost every part of our lives：they influence our IQ, our hobbies; our personalities, our political attitudes, our health, even the clothes and food we like.”Margaret Richardson and Terry Connelly are identical twins. Though they were separated at bi rth and didn’t meet until in their mid-thirties, they had a lot in common. Professor Tom Bouchard found through his study that identical twins who grew up separately are more like each other than non-identical twins who grew up together and that genes play a large part. (60 words)8 - They Beat Odds TogetherAFTER A CAR CRASH left 14-year-old Collin Smith unable to walk, doctors told him he had a 20 percent chance of finishing high school. The opportunity to attend college seemed even slimmer. Yet eight years later, Collin earned a bachelor of arts degree in communications from High Point University. Collin had achieved the nearly impossible — with the help of a kind man five decades his senior.Dial back to 2005. Ernest Greene had just moved to the same area that Collin and his parents lived. The families did not know each other. But when Ernest heard about Collin’s accident and the fact that his parents would not be able to care full-time for their son, Ernest says, he felt a calling. “The Lord was leading me to help,” he says. He had time to spare.Ernest approached Collin’s parents with the idea that he look after the boy while they were at work. The Smiths gratefully accepted. Collin, now 23 , says it was hard for him to understand then “how someone I didn’t know would drop everything to help me.”Ernest sought training to care for Collin and then began arriving at the Smiths’ home early on weekday mornings. He would help Collin get out of bed, wash, and dress. He would help him have breakfast. Then he’d drive Collin to school. And at 3 p.m., every day, Ernest would drive back to pick him up. Then, while the two waited for one of Collin’s parents to get home, “we played a lot of Monopoly,” says Ernest with a laugh.Collin graduated from high school with the rest of his class and was accepted to nearby High Point. Ernest accompanied him to every class. “The first year was interesting,” Ernest recalls. “Collin didn’t want to stick out.” Ernest, on the other hand, says he took full advantage of the opportunity, taking down notes and often commenting in class.Collin Smith lost his ability to walk at 14 after a car accident. When Ernest Greene, 64 then, heard about that, he offered to help him. He looked after the boy, sent him to school and picked him up after school. Thanks to Ernest, Collin graduated from high school and was admitted to a nearby college. (56 words)9- What I Think of Boxing as a SportBoxing is a popular sport that many people seem to be fascinated by. Newspapers, magazines and sports programmes on TV frequently cover boxing matches. Professional boxers earn a lot of money, and successful boxers are treated as big heroes.It seems to me that some people, especially men, find it appealing because it is an aggressive sport. When they watch a boxing match, they can identify with the winning boxer, and this gives them the feeling of being a winner themselves. It is a fact that many people have feelings of aggression from time to time, but they cannot show their aggression in their everyday lives. Watching a boxing match gives them an outlet for this aggression.However, there is a negative side to boxing. It can be a very dangerous sport. Although boxers wear gloves during the fights, and amateur boxers even have to wear helmets, there have frequently been accidents in both professional and amateur boxing, sometimes with dramatic consequences. Boxers have suffered from head injuries, and occasionally, fighters have even been killed as a result of being knocked out in the ring. Furthermore, studies have shown that there are often long-term effects of boxing, in the form of serious brain damage, even if a boxer has never been knocked out.To conclude, I am personally not at all in favour of aggressive sports like boxing. I think it would be better if less time was given to aggressive sports on TV, and we celebrated more men and women from non-aggressive sports as our heroes and heroines in our society. I believe that the world is aggressive enough already! Of course, people like competitive sports, and so do I, but I think that hitting other people in an aggressive way is not something that should be regarded as a sport.Some people love boxing because it is an aggressive sport, which echoes with the feelings of aggression they have. But boxing is also a dangerous sport, not only because boxers are very likely to be injured or even killed, but also because there might be potential brain damage. Personally, the writer doesn’t like boxing and appeals for non-aggressive sports. (59 words)。

宜家体验式营销与成功之道(终稿)说课材料

中文题目：宜家体验式营销与成功之道英文题目：IKEA's Experiential Marketing and theWay to Success目录1 公司简介 (1)2 体验式营销 (1)3 宜家体验式营销模式 (1)3.1 体验式营销——宜家店实物家居体验 (2)3.1.1感官式营销策略 (2)3.1.2情感式营销策略 (3)3.1.3思考式营销策略 (4)3.1.4 行动式营销策略 (5)3.1.5 关联式营销策略 (5)3.2 体验式传播——现实与虚拟场景体验 (4)3.2.1 情感式体验——候车处沙发献温情 (6)3.2.2 感官式体验——创新性广告博眼球 (7)3.2.3 思考式体验——VR 技术创新设计 (7)4 宜家对我国家居企业的启示 (6)4.1学习宜家体验式营销策略 (6)4.2 营造舒适的体验环境 (6)4.3 创新多样的体验途径 (9)4.4 分析大众的体验数据 (9)参考文献 (10)精品文档1 公司简介宜家家居（IKEA）于1943年创建于瑞典，创始人英格瓦•坎普拉德在1926年出生在瑞典南部的斯马兰。

瑞典宜家集团已成为全球最大的家具家居用品商家，销售主要包括座椅/ 沙发系列，办公用品，卧室系列，厨房系列，照明系列，纺织品，炊具系列，房屋储藏系列，儿童产品系列等约10，000 个产品。

宜家家居在全球38 个国家和地区拥有328 个商场，其中有19 家在中国大陆。

目前，中国已成为宜家最大的采购市场和业务增长最重要的空间之一，在宜家的全球战略中具有举足轻重的地位。

宜家家居不靠互联网却年营收2640亿，相当于2个阿里巴巴。

宜家的成功，与其体验式营销模式密不可分。

2 体验式营销体验（experence ）通常是由于对事件的直接观察或是参与造成的一些能够给人们留下深刻印象的刺激。

约瑟夫．派因二世和詹姆斯．吉尔摩在《体验经济》一书中提到：体验从心理学角度理解，就是一个人的情绪、体力、智力、甚至是精神达到某一特定水平时，意识中所产生的感觉。

职称英语复习资料综合类AB级概括大意（1）

1.IKEA is the world’s largest furniture retailer, and the man behind it is Ingvar Kamprad, one of the world’s most successful entrepreneurs. Born in Sweden in 1926, Kamprad was a natural business man. As a child, he enjoyed selling things and made small profits from selling matches, seeds and pencils in his community. When Kamprad was 17, his father gave him some money as a reward for his good grades. Naturally he used it to start up a business – IKEA.2.IKEA’s name comes from Kamprads’initials（I.K.）and the place where he grew up (E and A ). Today IKEA is known for its modern, minimalist furniture, but it was not a furniture company in the beginning. Rather, IKEA sold all kinds of miscellaneous goods. Kamprad’s wares included anything that he could sell for profits at discounted prices, including watches, pens and stockings.3.IKEA first began to sell furniture through a mail-order catalogue in 1947. the furniture was all designed and made by manufactures near Kamprad’s home. Initial sales were very encouraging, so Kamprad expanded the product line. Furniture was such a successful aspect of the business that IKEA became solely a furniture company in 1951.4.In 1953 IKEA opened its first showroom in Almhult, Sweden. IKEA is known today for its spacious stress with furniture in attractive settings, but in the early 1950s, people ordered from catalogues. Thus response to the first showroom was overwhelming: people loved being able to see and try the furniture before buying it. This led to increased sales and the company continued to thrive. By 1955, IKEA was designing all its own furniture.5.In 1956 Kamprad saw a man disassembling a table to make it easier to transport. Kamprad was inspired. The man had given him a great idea: flat packaging. Flat packaging would mean lower shipping costs for IKEA and lower prices for customers. IKEA tried it and sales soared. The problem was that people had to assemble furniture themselves, but over time, even this grew into an advantage for IKEA. Nowadays, IKEA is often seen as having connotations of self-sufficiency. This image has done wonders for the company, leading to better sales and continued expansion.6.Today there are over 200 stores in 32 countries. Amazingly, Ingvar Kamprad has managed to keep IKEA a privately-held company. In 2004 he was named the world’s richest man. He currently lives in Switzerland and is retired from the day-today operations of IKEA. IKEA itself, though, just keeps on growing.1. Paragraph 2 ____.2. Paragraph 3 ____.3. Paragraph 4 ____.4. Paragraph 5 ____.A. Ingvar Kamprad – a born businessmanB. Success brought by the introduction of showroomsC. The origin of IKEAD. Specialization in selling furnitureE. Flat packaging – a feature of IKEAF. World-wide expansion of IKEA5. Even when he was only a child, ____.6. ____, and years later became a big company specialized in manufacturing and selling of furniture.7. Customers liked the idea of IKEA’s showrooms because ____.8. As flat packaging saves money for both IKEA and the customers, ____.A. IKEA began as a small store selling all kinds of cheap things.B. it is highly welcomed by bothC. Ingvar Kamprad showed interest in and talent for doing business.D. he lives happily in retirementE. here they can see and try the furniture they are going to buy.F. Ingvar successfully manages the company all by himself答案与解析：1．分析⽂章标题： The making of a success（成功） story（故事）标题的含义为“⼀个成功故事的产⽣”，IKEA（宜家）贯穿⽂章出现，共出现了17次，因此是⽂章主题词。

世界级富翁留给人们的人生忠告经典语句

世界级富翁留给人们的人生忠告经典语句1、Warren Buffett, CEO of Berkshire Hathaway沃伦-巴菲特，波克夏·哈萨威公司行政总裁Rule No.1: Never lose money.RuleNo.2: Never forget rule No.1.规则一：永远别输钱。

规则二：永远别忘了规则一。

2、Carios Slim Helu, CEO of Telmex, America Movil, Grupo Carso卡洛斯-斯利姆-埃卢，墨西哥电信巨头When you live for others’opinions, you are dead。

如果你为别人的看法而活，那你已经死了。

3、Ted Turner, Founder of CNN泰德-特纳，CNN(美国有线电视新闻网)创始人I just love it when people say I can’t do it, there’s nothing that makes me feel better because all my life, people have said that I wasn’t going to make it。

我就喜欢做别人说我干不了的事儿，因为在我的一生中，总是会有人来说，我干不了这个干不了那个。

而当我真正做成了，这种感觉就太棒了。

4、J. Paul Getty, Founder of Getty Oil Company保罗-格蒂，格蒂石油公司创始人If you can count your money, you don’t have a billion dollars。

如果你能数得清自己有多少钱，那你肯定不是亿万富翁。

5、Ingvar Kamprad, Founder of IKEA英瓦尔-坎普拉德，宜家创始人Only those who are asleep make no mistakes。

企业文化概论作业案例分析瑞典宜家IKEA终结版参考幻灯片

19
Inspirations to China
16
Click to edit title style
IKEA in China has nine branches in Beijing, Shanghai, Guangzhou, Chengdu, Shenzhen, Nanjing,wuhan,tianjin and Dalian
ShangHai
4
Basic Information
Products
Furniture Houses, flats Family Mobile Manufacturing
Slogan
My house ,my life
The company To create a better everyday
motto
life for the many people.
Expand Until 1951, The founder of IKEA saw a large-scale furniture supplier opportunities.
Further expand
Soon, he decided to stop production of all other products and concentrate on producing low-price furniture, we are familiar today from Ikea was born.
（IKEA）International home
products company in Sweden
1
Contents
1 IKEA Basic Information
2 The Development of IKEA

关于大学的名言英语

关于大学的名言英语1、在竞争中求生存，在奋斗中实现自我价值。

Tosurviveincompetitionandrealizeself-worthinstruggle.2、忘掉失败，不过要牢记失败中的教训。

Forgetaboutfailure,butrememberthelessonsoffailure.3、生活是灯，工作是油，要想灯亮，必须奋斗加油。

Lifeisalampandworkisoil.Ifyouwantthelamptoturnon,youm uststrivetorefuel.4、困难是弱者认输的借口，奋斗是强者成功的缘由。

Difficultyistheexcusefortheweaktoadmitdefeat,andstruggl eisthereasonforthestrongtosucceed.5、成功是很简单的事，只要方法正确。

Successisverysimple,aslongasthemethodiscorrect.6、有梦想且为之奋斗者，宛如一颗明珠在黑夜中焕发光芒！Thosewhohavedreamsandstriveforthemarelikeapearlshini nginthedark!7、成功者绝不放弃，放弃者绝不成功。

Successfulpeoplewillnevergiveup,andthosewhogiveupwill neversucceed.8、最困难之时，就是离成功不远之日。

Themostdifficulttimeisnotfarfromsuccess.9、成功是战胜艰难险阻的奋斗结晶。

Successistheresultofthestruggletoovercomedifficultiesand obstacles.10、伟大的才能比伟大的成功更不寻常。

Greattalentismoreunusualthangreatsuccess.11、奋斗就是坚持信念、坚持信任、坚持行动。

宜家家居介绍英文作文初一

宜家家居介绍英文作文初一Title: Introduction to IKEA。

Introduction:IKEA is a globally renowned furniture and home accessories retailer, known for its affordable prices, modern designs, and flat-packaging system. Founded in Sweden in 1943 by Ingvar Kamprad, IKEA has expanded into an international household name, with stores in over 50 countries worldwide. In this essay, we will delve into the various aspects of IKEA, including its history, business model, products, and impact on society.History:IKEA's journey began modestly in the small village of Älmhult, Sweden. Ingvar Kamprad, at the age of 17, started the company as a mail-order business, initially selling pens, wallets, and other small items. The name IKEA is anacronym derived from Ingvar Kamprad's initials, along with the first letters of the farm he grew up on (Elmtaryd) and the nearby village (Agunnaryd). As the business grew, Kamprad began including furniture in his catalog, leading to the opening of the first IKEA store in Älmhult in 1958.Business Model:One of the key factors behind IKEA's success is its unique business model. IKEA pioneered the concept of flat-pack furniture, which significantly reduces transportation costs and allows for easy customer assembly. This model not only lowers prices but also promotes sustainability by minimizing packaging waste. Additionally, IKEA operates large warehouse-like stores that feature a showroom displaying various room setups and a self-service warehouse where customers can collect their purchases. This self-service approach helps streamline operations and further reduces costs, contributing to IKEA's competitive pricing strategy.Products:IKEA offers a wide range of products catering todifferent needs and tastes, including furniture for theliving room, bedroom, kitchen, and outdoor spaces. In addition to furniture, IKEA sells home accessories,textiles, kitchenware, and lighting solutions. The companyis known for its Scandinavian-inspired designscharacterized by simplicity, functionality, and affordability. Furthermore, IKEA regularly collaborateswith designers and artists to create limited-edition collections, adding a sense of exclusivity to its offerings.Impact on Society:Beyond its business success, IKEA has had a significant impact on society and culture. The company's emphasis on democratic design – making well-designed products accessible to everyone – has influenced the way people approach home furnishing. IKEA's affordable prices have democratized interior design, allowing people from allwalks of life to create stylish and functional living spaces. Moreover, IKEA's commitment to sustainability isevident through its use of eco-friendly materials, energy-efficient products, and initiatives such as the "IKEA Foundation," which focuses on humanitarian and environmental causes worldwide.Conclusion:In conclusion, IKEA stands as a testament to the power of innovation, affordability, and sustainability in the retail industry. From its humble beginnings in Sweden to its global presence today, IKEA continues to revolutionize the way we furnish and decorate our homes. Through its unique business model, diverse product offerings, and commitment to social responsibility, IKEA has earned its place as a beloved household name worldwide. As we look to the future, it is clear that IKEA will remain a driving force in shaping the way we live and interact with our living spaces.。

宜家家居介绍英文作文高中

宜家家居介绍英文作文高中Ikea is a well-known furniture retailer that offers a wide range of affordable and stylish home furnishings.Their products are designed to be functional, practical,and aesthetically pleasing. Whether you're looking for furniture for your living room, bedroom, kitchen, or office, Ikea has something for everyone.One of the things that sets Ikea apart from other furniture stores is their flat-pack concept. This meansthat the furniture is sold in pieces that need to be assembled at home. While some people may find this daunting, it actually allows for easy transportation and makes it possible to fit large items into small spaces. Plus, assembling the furniture yourself can be a fun andrewarding experience.Ikea is also known for its innovative designs. They constantly come up with new and exciting products thatcater to different tastes and needs. Whether you prefer aminimalist, modern look or a cozy, traditional style, Ikea has furniture and accessories to suit your preferences. They also offer a range of customizable options, allowing you to personalize your furniture to fit your unique style.In addition to furniture, Ikea also offers a variety of home accessories and decorations. From curtains and rugs to lamps and picture frames, you can find everything you need to add the finishing touches to your home. They also have a range of storage solutions, such as shelves, baskets, and boxes, to help you keep your space organized and clutter-free.Another great thing about Ikea is their commitment to sustainability. They strive to use renewable materials and minimize waste in their production processes. They also have initiatives in place to promote recycling and reduce their carbon footprint. By choosing Ikea, you can feel good about your purchase knowing that you're supporting a company that cares about the environment.Overall, Ikea is a fantastic option for anyone lookingto furnish their home on a budget without sacrificing style or quality. With their wide selection of furniture, innovative designs, and commitment to sustainability, it's no wonder that Ikea has become a household name around the world. So why wait? Visit your nearest Ikea store or browse their website today and start creating your dream home.。

宜家家居介绍英文作文模板

宜家家居介绍英文作文模板Title: Introduction to IKEA Furniture。

Introduction:IKEA is a renowned Swedish furniture company that has gained global recognition for its innovative designs, affordable prices, and commitment to sustainability. Founded in 1943 by Ingvar Kamprad, IKEA has revolutionized the furniture industry with its flat-packaging and self-assembly concept, making stylish and functional furniture accessible to people around the world.Paragraph 1: History and Background。

Since its humble beginnings in Älmhult, Sweden, IKEA has expanded exponentially, with stores in over 50 countries worldwide. The company's success can be attributed to its founder's vision of offering well-designed furniture at affordable prices. From its firstcatalog in 1951 to the present day, IKEA has consistently evolved to meet the changing needs and tastes of consumers.Paragraph 2: Product Range。

精编企业文化概论作业_案例分析瑞典宜家(IKEA)终结版资料

Expand Until 1951, The founder of IKEA saw a large-scale furniture supplier opportunities.
Further expand
Soon, he decided to stop production of all other products and concentrate on producing low-price furniture, we are familiar today from Ikea was born.
Low price
2
Strategy of
1
prouducts
philosophy
3 Show of sales
field
choose customers 5
as tutor
4
Promotion
achievements of IKEA
Show of sale fields
Part four: IKEA in China
The Logo of IKEA
Part two : Development
Present and past
First stept
IKEA originally sold pens, wallets, picture frames, decorative tablecloths, watches, jewelry and nylon stockings and so on. That what Ingvar can think of almost any low-price products.
BeiJing ChengDu
DaLian

宜家体验式营销与成功之道(终稿)说课材料

中文题目：宜家体验式营销与成功之道英文题目：IKEA's Experiential Marketing and theWay to Success目录1 公司简介 (1)2 体验式营销 (1)3 宜家体验式营销模式 (1)3.1 体验式营销——宜家店实物家居体验 (2)3.1.1感官式营销策略 (2)3.1.2情感式营销策略 (3)3.1.3思考式营销策略 (4)3.1.4 行动式营销策略 (5)3.1.5 关联式营销策略 (5)3.2 体验式传播——现实与虚拟场景体验 (4)3.2.1 情感式体验——候车处沙发献温情 (6)3.2.2 感官式体验——创新性广告博眼球 (7)3.2.3 思考式体验——VR技术创新设计 (7)4 宜家对我国家居企业的启示 (6)4.1学习宜家体验式营销策略 (6)4.2营造舒适的体验环境 (6)4.3 创新多样的体验途径 (9)4.4 分析大众的体验数据 (9)参考文献 (10)1 公司简介宜家家居(IKEA)于1943年创建于瑞典，创始人英格瓦·坎普拉德在1926年出生在瑞典南部的斯马兰。

瑞典宜家集团已成为全球最大的家具家居用品商家，销售主要包括座椅/沙发系列，办公用品，卧室系列，厨房系列，照明系列，纺织品，炊具系列，房屋储藏系列，儿童产品系列等约10，000个产品。

宜家家居在全球38个国家和地区拥有328个商场，其中有19家在中国大陆。

目前，中国已成为宜家最大的采购市场和业务增长最重要的空间之一，在宜家的全球战略中具有举足轻重的地位。

宜家家居不靠互联网却年营收2640亿，相当于2个阿里巴巴。

宜家的成功，与其体验式营销模式密不可分。

2 体验式营销体验（experence）通常是由于对事件的直接观察或是参与造成的一些能够给人们留下深刻印象的刺激。

宜家的成功秘诀(中英文对照)摘自经济学人

宜家的成功秘诀摘自：《经济学人》高效的运营，精细的税务规划，加上严格的控制以下段落的顺序已被随机打乱，请各位自己动手排列成一篇完整通顺的文章。

开个玩笑而已。

但如果你有过在宜家购物的经验，那么你对把家具组件打包带回家再拼装时的种种麻烦和挫败感一定不会感到陌生。

可是无数的消费者对此并没有怨言，只因为两点：宜家的产品不但时髦，而且非常便宜。

2009年9月份接任宜家集团执行总裁的麦克奥尔森说“我们讨厌浪费”。

他指着一个鲜红色的“Ektorp”沙发，神情中显露出些许自豪。

去年他的设计团队想到了一个办法，使常用的三座沙发在包装时占据的空间更小，同样大的空间能够放进去的沙发数量就能多一倍。

这个方法使沙发的价格也相应地下降了100欧元（约合135美元），而且使运输过程中产生的二氧化碳也大幅度减少。

节约是宜家企业文化中的核心理念。

奥尔森认为这一理念可以追溯到公司的发源地斯马兰，瑞典南部一个贫穷的地区。

他说那里的居民“倔强、节俭、善于过精打细算的日子。

”自从英格瓦坎普拉德在1943年创办宜家以来，公司就一直致力于让“条件有限的人能够像有钱人一样布置自己的家”。

宜家给外界的印象是一个具有环保意识、社会责任感强的公司。

奥尔森毫不掩饰他对宜家支持慈善事业和只使用可再生能源的肯定。

他说他希望和自己一块儿工作的人是快乐的、诚实的、习惯于独立思考的。

公司200名高管中有40%是女性，这一点令他也颇感自豪。

宜家的经营业绩是相当不错的。

在2010财政年度，宜家的销售额增长7.7%，达到231亿欧元，净利润上升了6.1%，达到27亿欧元。

法国的Conforama和英国的Habitat及其他业内竞争对手都难以望其项背。

尽管80%的销售额来自于经济受创的欧洲地区，宜家仍凭借其强大的品牌效应和廉价政策成功度过了经济危机。

2010年宜家在西班牙和意大利的销售额分别上涨了8.2%和11.3%。

在保加利亚和罗马尼亚，宜家也是经营的有声有色，并且正计划进一步拓展在中欧和东欧地区的业务。

The introduction of Ikea

When IKEA comes to the 1960s, first IKEA stores opened outside Sweden in Norway and Denmark.
1970s. First store opened outside
Scandinavia in Switzerland. More followed in subsequent years in Germany, Australia, Canada, Austria and the Netherlands.
3班-刘思宇 -101842311
Welcome to Ikea！
The History of Development IKEA Foundation
One
six
The Description of Two enterprise culture
five Three
Product line
IKEA services
Product Show
How much?
IKEA services
Payment Method
We have flexible payment options that make realizing your dream home easy and affordable.
Transport service
or invoice within 60 days.
Return policy
If you would like to have your furniture assembled at your home or office, contact our local store.
IKEA Foundation

3 case of ikea(全英宜家案例)

CASE: IKEAThe Swedish retailer dominates markets in 32 countries, and now it’s poised to conquer North America. It’s battle plan: Keeping making its offering less expensive, without making them cheap.Above all else, one factor accounts for IKEA’ success: good quality at a low price . IKEA sells household items that are cheap but not cheapo, at price that typically run 30 to 50 percent below the competitions. While the price of other competitions’ products tends to rise over time, IKEA says it has reduced its retail prices by a total of about 20 percent during the past four years . At IKEA the process of driving down costs starts the moment a new item is conceived and continues relentlessly throughout its production run. The price of a basic Poang chair,for example,has fallen from $149 in 2000 to $99 in 2001 to 79 today. IKEA expects the most recent price cut to increase Poang sales by 30 to 50 percent.IKEA’s corporate mantra is “Low price with meaning .”The goal is to make things less expensive without ever making customer feel cheap Striking that balance demands a special kind of design, manufacturing, and distribution expertise. But IKEA pulls it off in its distinctive way: tastefully, methodically, even cheerfully, and yet somehow diffidently than any other company anywhere. Here ‘s a step-by-step guide to how IKEA designs, builds, and distributes the items that the entire world wants to buy.The Trofe mug is one of the most popular IKEA products. The story of mug is an example of how IKEA works ,from a coworker’s bright idea through to production and sales. It is also a story about all the demands that we and our customers place on IKEA. A low price tag is the obvious one, but other requirements include function, modern design, environmental considerations, and making sure products have manufactured acceptable working conditions. Both customer and coworkers must be able to rely on IKEA.STEP1.PICK A PRICEPRODUCT DEVELOPMENT—A sketch for a new product? Yes, but it’s also a calculation of what that product will cost. The low price begins at the drawing board.The team behind each product consists of designers, product developer, and purchaser who get together to discuss design , materials, and suitable suppliers. Everyone contributes with their specialist knowledge. Purchaser, for example, use their contacts with supplier all over the world via IKEA Trading Service Office. Who can make this at the best quality for the right price at the right time?When product developer Pia Eldin Lindsten was also told how much it should cost in the stores. In the case of Trofe, the price had to be incredibly low—five Swedish kronor! This mug had to have a real knock- out price.To produce the right mug at the right price, Pia and he colleagues had to make into account materials, colors, and design. For example, the mug is made in green, blue, yellow, or white as these pigments cost less than other shades, such as red.Step 2,CHOOSE A MANUFACTURERSuppliers and Purchasing –The task of developing products never ends. Working with suppliers, the mug was shortened and the handle changed so it stacks more efficiently, saving space for transport, warehousing, and store display-and, not least, in the customers’ cupboards at home..IKEA is always keen to banish as much air as possible from its packaging. Packages should preferably be flat for efficient transport and storage.One supplier, a factory in Romania, has worked with IKEA for 15years. Long-term relationships help both parties to build up a huge fund of knowledge about demands and expectations. That is why products are often developed in close cooperation with suppliers. In the case of Trofe, for example, the new size has rationalized production by making better use of the space in the kiln during the firing process. That’s cost-effective and saves time.IKEA has introduced a code of conduct governing working conditions and environmental awareness among supplier. This deals with matters such as health and safety in the workplace and forbids the use of child labor. The practical work of implementing this code of conduct is carried out by coworkers in IKEA Trading Service Offices worldwide. Many suppliers already meet the demands; others are working together with IKEA also works closely with external quality control and audit companies who check that IKEA and its suppliers live up to the requirements of the code of conduct.The low price tag is crucial to the vision IKEA has of creating a better everyday life for many people. That is why IKEA works nonstop to reduce costs. But it’s also a question of saving raw materials and, ultimately, the environment. The low-cost mug is one example of how environmental considerations can influence the development of products. For example, the new mug is lighter in color-a move that cuts costs and is more environmentally friendly. The less pigment that is used, the better. The mug is also lead and cadmium free.STEP 3. DESIGN THE PRODUCTWith a price point and a manufacturer in place, IKEA once again uses internal competition to find a designer and select a design for production. The designer begins the design process by writing a brief that explains the product’s price, its function, the materials to be used, and the fabricator’s capabilities. The designer then sends the brief to IKEA’s staff designers and freelancers, and refines promising designs until settling on the one to produce. The designer wants products to be like Swiss Army knives—to get maximum functionality at minimum cost.Step 4. Ship ITDistribution and logistics are the lifebiood of IKEA and important pieces of the puzzle on their road to a low price.IKEA strives to deliver the right number of goods to the right stores at the right time.They calculate the goods requirement and make sure that delieveries are efficient.Each pallet holds 2,024 mugs,which are transported from Romania by rail,road,and sea to IKEA distribution centers around the world.Transpotationdoes,of course,have an effect on the environment,but IEKA is working toward reducing environmental impact.Many of IEKA’s products are bulky,for example,tables and chairs.IEKA pioneered the concept of flat.The company’s eureka moment occurred in 1956,when one of IKEA’s first designers watched a customer trying to fit a table into his car.There was only one way to do it:Remove the legs.From that day forward ,most IKEA products have been designed to ship disassembled,flat enough to be slipped into the cargo hatch of a station wagon or safely tied down on an auto’s roof rack.In IKEA’s innately frugal corporate culture ,where waste has been declared a “deadly sin”,the flat package is also an excellent way to lower shipping costs by maximizing the use ofspace inside shipping container.The company estinates transport volume would be six times greater if its items were shipped assembled.From the designed studio to the warehouse floor,IKEA employees’ mantra is always the same: “we don’t want to pay to ship air.”Making things flat is an IKEA obsession.How many times can you redesign a simple fired-clay coffee mug?IKEA’s mug was redesigned three times—simplely to maximize the number of them that can be stored on a pallet.Originally,only 864 mugs would fit.A redesign added a rim such as you’d find a flowerpot,so that each pallet could hold 1,280 mugs .Yet another redesign created a shorter mug with a new handle,allowing 2,024 to squeeze onto a pallet.While the mug’s sales price has remained at 50 cents,shipping costs have been reduced by 60 percent,which is a significant savings,given that IKEA sells about 25million of the mugs each year.Even better ,the cost of production at IKEA’s Romanian factory also has fallen because the more compact mugs require less space in the kiln.As IKEA has shifted more of its buying from Europe to the Far Eest, shipping time and costs have become an even more critical concern . Last year China tied Sweden atop IKEA’s list of supplier countries. The company has responded by creating a global network of distribution centers, most of which are 18 IKEA distribution centers worldwide—which handle about 70 percent of IKEA’s total product line—and 4 more are under construction. The other 30 percent of IKEA’s products travel directly from supplier to store.Step 5. Sell ItIKEA sells a lot of expensive furniture, and in a traditional store this is relatively easy: Put a piece in a lush setting, let the customer fall prey to visions of wealth and comfort, then offer plenty of easy credit. But to keep prices low, IKEA needs to sell furniture and other products such as the mug without salespeople or conspicuous price reductions. The company asks customers assemble their furniture themselves. And IKEA does n’t want to ship it to you either. By any conventional measure, these are formidable hurdles to overcome. Yet they also explain why IKEA has worked so hard to create a separate world inside its stores—a kind of theme park masquerading as a furniture outlet—where normal rules and expectations don’t apply.The Trofémugs arrive at IKEA stores packed on pallets. Any transportation packaging is collects for recycling. Price tags have already been placed on the mugs at the supplies. In-store display is important. It’s not just a question of displaying mugs and other products. It’s also about providing inspiration for smart interior solutions. Customers contribute to the low prices at IKEA by selecting and collecting the products from the self-serve area, taking them home, and using the instructions enclosed to assemble them. Many will have already chosen the products from the IKEA catalogue. Of which 110 million copies are printed in 34 different language versions.When you walk through the door of an IKEA store, you enter a meticulously constructed virtual Sweden. The first thing you encounter is a company-sponsored child-care facility. Hungry? Have some of those Swedish meatballs and lingonberries. The layout of an IKEA store guides shoppers in a predetermined path past several realistic model homes, which convey an eerily live-in impression but are open for customers to sit in.. Information kiosks provide advice on home decor. Color-coordinated cards offer plenty of suggestions on offbeat uses for products.But the emphasis is always on price. Low-priced products that IKEA calls BTIs (“breathtaking items”) are often perched on risers, framed by a huge yellow price tag. Nearby, shoppers will find other products-pricier, more design-oriented——as substitutes for the BTI.The model homes suggest cheerful young people throwing dinner parties in hallways, using mismatched office chairs and narrow side tables. These aren’t the aspirational images you’ll find at Pottery Barn or Crate & Barrel. These are people who are living well in modest circumstances —frugal folks who know the value of a comfortable place to sit.IKEA says its biggest selling point is the price tag, but it can’t hurt that getting through one of IKEA’s huge stores takes a lot of time. The layout is blatantly manipulative—though in friendly，knowing way, not unlike at Disneyland—but when customers finally arrive at the checkout counter, they’ve had plenty of time to fully consider their purchases.IKEA products broadcast an ethos for living in the modern world: Don’t buy an ugly pitcher if you can get a stylish one for the same price. If you organize your plastic bags, you’ll feel more control of your life. It’s left-brain logic applied to the right-brain art of living well. And if happiness involves dragging a cumber-some flat package off the shelf, standing in line at checkout, hauling the box home, and spending hours assembling a kitchen cabinet, well, 260 million customers a year are willing to make that trade-off.And, of course, next year it will be even cheaper.QUESTIONS1.What are IKEA’s competitive priorities?2.Describe IKEA’s process for developing a new product.(Design)3.What are additional features of the IKEA concept (beyond their design process) thatcontribute to creating exceptional value(意外的价值) for the customer?4.What would be important criteria for selecting a site for an IKEA store?BackgroundSWOT1. Design1.1 Product design development4 typical phases1.2 Designing for the CustomerQFD: house of qualityVA/VE1.3 Design for Manufacture & Assemble (DFMA)2. Price2.1 How to price?6 stepsPricing methodsMarketing mix2.22.3制作：小强老胡祖志小壮周扬。

ikea英语阅读

ikea英语阅读IKEA（宜家）是一家全球知名的家居家具零售商，其产品以设计简洁、价格亲民而闻名。

以下是一篇关于IKEA的英语阅读材料：IKEA: The Global Furniture RetailerIKEA is a Swedish-based multinational furniture retailer, famous for its affordable and modern furniture designs. Founded in 1943 by Ingvar Kamprad, the company started as a small-scale business selling various household items, but soon specialized in selling ready-to-assemble furniture.What makes IKEA unique is its commitment to design and functionality. The company's products are designed to be functional yet stylish, making them suitable for a range of living spaces. IKEA's goal is to create a better life for the many people by providing well-designed, functional, and affordable furniture solutions.With a global presence in over 30 countries, IKEA has become one of the world's largest furniture retailers. The company's products are sold through a network of stores and online platforms, making it easy forcustomers to find and purchase the furniture they need.IKEA's success lies in its ability to adapt to different markets and customer needs. The company offers a wide range of products, including furniture, home decorations, and even food, making it a one-stop shop for all things home-related. Additionally, IKEA is known for its commitment to sustainability, using environmentally friendly materials and practices in its products and operations.The company's impact extends beyond its products and stores. IKEA has been recognized for its social responsibility efforts, including its commitment to hiring local employees, supporting local communities, and providing opportunities for women.In conclusion, IKEA is more than just a furniture retailer; it's a global brand that strives to make a positive impact on people's lives through design, functionality, and affordability. With its commitment to sustainability and social responsibility, IKEA has become a role model for other businesses seeking to create positive change in the world.。

宜家线下面试英语自我介绍

宜家线下面试英语自我介绍It was a crisp autumn morning when I found myself standing in front of the imposing glass facade of the IKEA store, my heart racing with a mixture of excitement and nervousness. As I stepped through the automatic doors, the familiar scent of freshly brewed coffee and the hum of bustling activity filled the air, reminding me that this was the moment I had been eagerly anticipating - my chance to showcase my skills and passion during the in-person interview for a position at IKEA.My journey to this point had been a winding one, filled with a deep fascination for the Swedish furniture giant and its commitment to design, sustainability, and customer satisfaction. From the moment I first encountered the iconic blue and yellow logo, I was captivated by the company's ability to transform everyday living spaces into functional and stylish havens. The seamless blend of form and function, coupled with IKEA's unwavering focus on affordability, had always resonated with me, and I knew that working for this remarkable brand would be a dream come true.As I approached the reception desk, I took a deep breath, straightened my posture, and greeted the friendly staff member with a warm smile. "Good morning, my name is [Your Name], and I'm here for an interview with the [Department] team." The staff member quickly verified my appointment and directed me to the waiting area, where I took a seat and began to mentally review the key points I wanted to highlight during the interview.While I waited, I couldn't help but admire the meticulously designed interiors that surrounded me. The clean lines, the clever storage solutions, and the thoughtful integration of natural elements all spoke to IKEA's commitment to creating spaces that inspire and delight. I found myself imagining how I could contribute to the development of these remarkable products and experiences, and the excitement within me continued to build.Finally, the door to the interview room opened, and a friendly-faced recruiter beckoned me inside. As I stepped through the threshold, I felt a surge of adrenaline, but I also knew that I was well-prepared and ready to showcase my capabilities."Thank you for taking the time to meet with me today," I began, making direct eye contact with the interviewer. "I'm truly honored to have the opportunity to discuss my qualifications and my passion for IKEA." From that moment on, I launched into a confident andarticulate self-introduction, highlighting the key experiences and skills that I believed would make me an invaluable asset to the IKEA team.I started by sharing a bit about my educational background, emphasizing the relevant coursework and projects that had honed my problem-solving abilities and my eye for design. As I spoke, I made sure to draw clear connections between my academic achievements and the requirements of the position, demonstrating how my knowledge and expertise would translate seamlessly into the role.Next, I delved into my professional experience, outlining my previous roles and the valuable lessons I had learned along the way. I spoke passionately about my time working in the retail industry, where I had developed a deep understanding of customer service and a keen ability to anticipate and address the needs of diverse clientele. I shared examples of how I had successfully implemented innovative solutions to streamline operations, enhance the customer experience, and drive sales – all skills that I believed would be invaluable in the IKEA context.Throughout the conversation, I made sure to highlight my unwavering commitment to the principles of sustainability and environmental responsibility – values that I knew were deeplyingrained in IKEA's corporate ethos. I spoke about my personal efforts to reduce my carbon footprint, my involvement in community-based initiatives, and my eagerness to contribute to IKEA's ongoing efforts to promote sustainable living.As the interview progressed, I could sense the interviewer's growing interest and engagement. I made sure to actively listen to their questions, providing thoughtful and well-articulated responses that demonstrated my depth of knowledge and my genuine enthusiasm for the role. I also took the opportunity to inquire about the specific challenges and opportunities that the department was facing, showing my willingness to dive in and contribute to the company's success.Towards the end of the interview, the recruiter asked me a particularly insightful question: "What do you believe sets IKEA apart from other furniture retailers, and how do you see yourself fitting into that unique culture?" This was my chance to truly showcase my understanding of the IKEA brand and my alignment with its core values.I spoke passionately about IKEA's commitment to design innovation, its focus on affordability and accessibility, and its dedication to creating a better everyday life for the many people. I highlighted the company's pioneering efforts in sustainable manufacturing, itsinvestment in renewable energy sources, and its emphasis on circular economy principles – all of which resonated deeply with my own personal beliefs and values.As I concluded my response, I emphasized my genuine excitement at the prospect of being part of the IKEA team, where I could leverage my skills and experience to contribute to the company's continued growth and success. I expressed my eagerness to learn from my colleagues, to immerse myself in the IKEA culture, and to play an active role in shaping the future of the brand.The interview drew to a close, and as I shook the recruiter's hand, I felt a sense of accomplishment and confidence. I knew that I had put my best foot forward, showcasing my qualifications, my passion, and my alignment with IKEA's values. While the outcome of the interview was yet to be determined, I was proud of the way I had presented myself and the genuine connection I had felt with the IKEA brand throughout the process.As I exited the store, I couldn't help but feel a renewed sense of purpose and excitement for the road ahead. Whether or not I was ultimately selected for the position, I knew that this experience had been a valuable one, reinforcing my commitment to pursuing my dreams and continuing to grow both personally and professionally. And who knows – perhaps this was just the beginning of a long andrewarding journey with IKEA, a company that had captured my heart and ignited my imagination from the very first encounter.。

case of ikea(全英宜家案例)

CASE: IKEAThe Swedish retailer dominates markets in 32 countries, and nowit’s poised to conquer North America. It’s battle plan: Keeping making its offering less expensive, without making them cheap.Above all else, one factor accounts for IKEA’ succ ess: goodquality at a low price . IKEA sells household items that are cheap but not cheapo, at price that typically run 30 to 50 percent below the competitions. While the price of other competitions’ products tends to rise over time, IKEA says it has reduced its retail prices by a total of about 20 percent during the past four years . At IKEA the process of driving down costs starts the moment a new item is conceived and continues relentlessly throughout its production run. The price of a basic Poang chair,for example,has fallen from $149 in 2000 to $99 in 2001 to 79 today. IKEA expects the most recent price cut to increase Poang sales by 30 to 50 percent.IKEA’s corporate mantra is “Low price with meaning .”The goal is to make things less expensive without ever making customer feel cheap Striking that balance demands a special kind of design, manufacturing, and distribution expertise. But IKEA pulls it off in its distinctive way: tastefully, methodically, even cheerfully, and yet somehow diffidently than any other company anywhere. Here ‘s a step-by-step guide to how IKEA designs, builds, and distributes the items that the entire world wants to buy.The Trofe mug is one of the most popular IKEA products. The storyof mug is an example of how IKEA works ,from a coworker’s bright ideathrough to production and sales. It is also a story about all the demands that we and our customers place on IKEA. A low price tag is the obvious one, but other requirements include function, modern design, environmental considerations, and making sure products have manufactured acceptable working conditions. Both customer and coworkers must be able to rely on IKEA.STEP1.PICK A PRICEPRODUCT DEVELOPMENT—A sketch for a new product? Yes, but it’s also a calculation of what that product will cost. The low price begins at the drawing board.The team behind each product consists of designers, product developer, and purchaser who get together to discuss design , materials, and suitable suppliers. Everyone contributes with their specialist knowledge. Purchaser, for example, use their contacts with supplier all over the world via IKEA Trading Service Office. Who can make this at the best quality for the right price at the right time?When product developer Pia Eldin Lindsten was also told how much it should cost in the stores. In the case of Trofe, the price had to be incredibly low—five Swedish kronor! This mug had to have a real knock- out price.To produce the right mug at the right price, Pia and he colleagues had to make into account materials, colors, and design. For example, the mug is made in green, blue, yellow, or white as these pigments cost less than other shades, such as red.Step 2,CHOOSE A MANUFACTURERSuppliers and Purchasing –The task of developing products never ends. Working with suppliers, the mug was shortened and the handle changed so it stacks more efficiently, saving space for transport, warehousing, and store display-and, not least, in the customers’ cupboards at home..IKEA is always keen to banish as much air as possible from its packaging. Packages should preferably be flat for efficient transportand storage.One supplier, a factory in Romania, has worked with IKEA for15years. Long-term relationships help both parties to build up a huge fund of knowledge about demands and expectations. That is why products are often developed in close cooperation with suppliers. In the case of Trofe, for example, the new size has rationalized production by making better use of the space in the kiln during the f iring process. That’s cost-effective and saves time.IKEA has introduced a code of conduct governing working conditions and environmental awareness among supplier. This deals with matters such as health and safety in the workplace and forbids the use of child labor. The practical work of implementing this code of conduct is carried outby coworkers in IKEA Trading Service Offices worldwide. Many suppliers already meet the demands; others are working together with IKEA also works closely with external quality control and audit companies whocheck that IKEA and its suppliers live up to the requirements of the code of conduct.The low price tag is crucial to the vision IKEA has of creating a better everyday life for many people. That is why IKEA works nonstop to reduce costs. But it’s also a question of saving raw materials and, ultimately, the environment. The low-cost mug is one example of how environmental considerations can influence the development of products. For example, the new mug is lighter in color-a move that cuts costs and is more environmentally friendly. The less pigment that is used, the better. The mug is also lead and cadmium free.STEP 3. DESIGN THE PRODUCTWith a price point and a manufacturer in place, IKEA once again uses internal competition to find a designer and select a design for production. The designer begins the design process by writing a brief that explains the product’s price, its function, the materials to be used, and the fabricator’s capabilities. The designer then send s the brief to IKEA’s staff designers and freelancers, and refines promising designs until settling on the one to produce. The designer wants products to be like Swiss Army knives—to get maximum functionality at minimum cost.Step 4. Ship ITDistribution and logistics are the lifebiood of IKEA and important pieces of the puzzle on their road to a low price.IKEA strives todeliver the right number of goods to the right stores at the right time.They calculate the goods requirement and make sure that delieveries are efficient.Each pallet holds 2,024 mugs,which are transported from Romania by rail,road,and sea to IKEA distribution centers around theworld.Transpotationdoes,of course,have an effect on the environment,but IEKA is working toward reducing environmental impact.Many of IEKA’s products are bulky,for example,tables andchairs.IEKA pioneered the concept of flat.The company’s eureka moment occurred in 1956,when one of IKEA’s first designers watched a customer trying to fit a table into his car.There was only one way to doit:Remove the legs.From that day forward ,most IKEA products have been designed to ship disassembled,flat enough to be slipped into the cargo hatch of a station wagon or safely tied down on an auto’s roof rack.In IKEA’s innate ly frugal corporate culture ,where waste has been declared a “deadly sin”,the flat package is also an excellent way to lower shipping costs by maximizing the use ofspace inside shipping container.The company estinates transport volume would be six times greater if its items were shippedassembled.From the designed studio to the warehouse floor,IKEA employees’ mantra is always the same: “we don’t want to pay to ship air.”Making things flat is an IKEA obsession.How many times can you redesign a simple fired-clay coffee mug?IKEA’s mug was redesigned three times—simplely to maximize the number of them that can be stored on a pallet.Originally,only 864 mugs would fit.A redesign added a rim such as you’d find a flowerpot,so that each pallet could hold 1,280 mugs .Yet another redesign created a shorter mug with a new handle,allowing 2,024 to squeeze onto a pallet.While the mug’s sales price has remained at 50cents,shipping costs have been reduced by 60 percent,which is a significant savings,given that IKEA sells about 25million of the mugs each year.Even better ,the cost of production at IKEA’s Romanianfactory also has fallen because the more compact mugs require less space in the kiln.As IKEA has shifted more of its buying from Europe to the Far Eest, shipping time and costs have become an even more critical concern . Last year China tied Sweden atop IKEA’s list of supplier countries. The company has responded by creating a global network of distribution centers, most of which are 18 IKEA distribution centers worldwide—which handle about 70 percent of IKEA’s total product line—and 4 more are under construction. The other 30 percent of IKEA’s products travel directly from supplier to store.Step 5. Sell ItIKEA sells a lot of expensive furniture, and in a traditional store this is relatively easy: Put a piece in a lush setting, let the customer fall prey to visions of wealth and comfort, then offer plenty of easy credit. But to keep prices low, IKEA needs to sell furniture and other products such as the mug without salespeople or conspicuous price reductions. The company asks customers assemble their furniture themselves. And IKEA does n’t want to ship it to you either. By any conventional measure, these are formidable hurdles to overcome. Yet they also explain why IKEA has worked so hard to create a separate world inside its stores—a kind of theme park masquerading as a furniture outlet—where normal rules and expectations don’t apply.The Trofémugs arrive at IKEA stores packed on pallets. Any transportation packaging is collects for recycling. Price tags have already been placed on the mugs at the supplies. In-store display is important. It’s not just a question of displaying mugs and other products. It’s also about providing inspiration for smart interio r solutions. Customers contribute to the low prices at IKEA by selecting and collecting the products from the self-serve area, taking them home, and using the instructions enclosed to assemble them. Many will have already chosen the products from the IKEA catalogue. Of which 110 million copies are printed in 34 different language versions.When you walk through the door of an IKEA store, you enter a meticulously constructed virtual Sweden. The first thing you encounter is a company-sponsored child-care facility. Hungry? Have some of those Swedish meatballs and lingonberries. The layout of an IKEA store guides shoppers in a predetermined path past several realistic model homes, which convey an eerily live-in impression but are open for customers to sit in.. Information kiosks provide advice on home decor. Color-coordinated cards offer plenty of suggestions on offbeat uses for products.But the emphasis is always on price. Low-priced products that IKEA calls BTIs (“breathtaking items”) are often perched on risers, framed by a huge yellow price tag. Nearby, shoppers will find other products-pricier, more design-oriented——as substitutes for the BTI.The model homes suggest cheerful young people throwing dinner parties in hallways, using mismatched office chairs and narrow side tables. These aren’t the aspirational images you’ll find at PotteryBarn or Crate & Barrel. These are people who are living well in modest circumstances —frugal folks who know the value of a comfortable placeto sit.IKEA says its big gest selling point is the price tag, but it can’t hurt that getting through one of IKEA’s huge stores takes a lot of time. The layout is blatantly manipulative—though in friendly, knowing way, not unlike at Disneyland—but when customers finally arrive at the checkout counter, they’ve had plenty of time to fully consider their purchases.IKEA products broadcast an ethos for living in the modern world: Don’t buy an ugly pitcher if you can get a stylish one for the same price. If you organize your plastic ba gs, you’ll feel more control of your life. It’s left-brain logic applied to the right-brain art ofliving well. And if happiness involves dragging a cumber-some flat package off the shelf, standing in line at checkout, hauling the box home, and spending hours assembling a kitchen cabinet, well, 260 million customers a year are willing to make that trade-off.And, of course, next year it will be even cheaper.QUESTIONS1.What are IKEA’s competitive priorities?2.Describe IKEA’s process for developing a new product.(Design)3.What are additional features of the IKEA concept (beyond their design process) thatcontribute to creating exceptional value(意外的价值) for the customer?4.What would be important criteria for selecting a site for an IKEA store?BackgroundSWOT1. Design1.1 Product design development4 typical phases1.2 Designing for the CustomerQFD: house of qualityVA/VE1.3 Design for Manufacture & Assemble (DFMA)2. Price2.1 How to price?6 stepsPricing methodsMarketing mix2.22.3制作:小强老胡祖志小壮周扬。

宜家领导力分析经典.doc

IntroductionIKEA is the leader in furniture areas and it has 70 years history. Economic depression cannot containment IKEA has high earnings. In this report from the perspective of leadership, with IKEA founder Ingvar Kamprad as a clue, and combined with analysis of transformational leader and contingency theory. On the other hand, research IKEA negative issues. Finally, is summarize and I have given the appropriate adjustment recommendations.Special leadership of IKEAIngvar Kamprad as the founder of IKEA, He has a great creative thinking and accurate assessment of demand, this allows him pioneered a new business model—— integration of enables manufacturers and retailers. IKEA make the first chance with the new business model in the early stages of development. In 1943, transactional leaders prevailed and transformational leadership theory has not been widely practiced. In that time IKEA has just started, Ingvar Kamprad was convinced only the staff can create unlimited value that who love the job of the company. He focused on employee happiness levels, with enthusiasm and innovation as a subject, creating a “staff first” environment. 70 years later, we can still see this core spirit on the Jobs website of IKEA. But elements of the development and the success of IKEA are not just limited.The first point is idealized influence. Leaders must enable employees to keep hope for the future of the company. Key word is visions. From 1953 to 1963, IKEA rapid development in the early, it leads to competitors combined and launched a decade-long price war. In this difficult time Ingvar Kamprad makes employees believe that IKEA products have low price and unique, it will dominate the market in the future. And at the same time He formulated a series of long-term and short-term strategic planning. Many employees do not understand the company is dangerous. Ingvar Kamprad made them believe he has a winning secret. During this time only a few people left. This is indeed saved the company (Johan Stenebo 2012).The second point, inspirational motivation and intellectual stimulation. Key words are enjoying the work and dreams. In 1959, IKEA's fourth employee Gillis Lundgren inadvertently thought the kitchen have simple and practical storage logic, it also applies to furniture. Then, TORE Toler was born. There are many such designs inadvertently in the IKEA 70 year’s history (Alexander Dürr 2004). These designs are create history, and now we also can see them in many families. Behind the success is leadership support.The third point, Theory of charismatic leadership. Key word is resonance. In the one hand, Ingvar Kamprad image is simple and appropriately, it is same with IKEA's brand image. No limousine and luxury clothing, he has always insisted thrift and it become his characteristic. On the other hand, he set up a variety of human welfare fund to help children and the needy, established Cancer Research Foundation (Wahlström & Widstrand, 2006). This distinct personality and charitable acts make employees attached to him emotionally. It enhances the overall cohesion and solidarity.The last point, Theory of hierarchy need, Company is family. Key word is needs. Invery early age, Ingvar Kamprad sell goods to his neighbor, which made him clearly understand customer needs. After established IKEA, He was concerned about the individual needs of employees. The earliest of those employees, who joined IKEA, established a very close relationship with him (Johan Stenebo 2012). They help each other, loyalty, solidarity and simply. These values, constantly transmitted to each new person joined IKEA. Almost every employee can find the appropriate sense of belonging at IKEA.The other areas of the “special”From another perspective, IKEA is a family business. KEA is no board of directors. Kamprad has absolute leadership at IKEA. Therefore, this leadership has particularity, and huge success accompanied by huge hidden dangers.Firstly, Ingvar Kamprad spirit and philosophy exists instabilities. Replacement of key leadership, different leadership will gradually change the company over time. Secondly, is excessive delegation of authority. Different departments and companies lack of supervision. It is cause IKEA France surveillance scandal (BBC News Online 2013). On the one hand, is loss of brand image, on the other hand, It reflects more on the hidden dangers exist within IKEA.Other point, IKEA offers home-like environment for their employees. but for some staff, fewer opportunities for job promotion and job promotion cannot be equivalent creation value. It makes them feel disappointedFinally, In Many factors such as organizational size, organizational adaptability to the external environment, organizational resources and business activities of the gap etc. these factors will limit the transformational leader.ConclusionLeadership, compared to the theoretical focus more on practice, it more like art than behavior. IKEA has a special leadership; it has formed an entrepreneurial spirit. This spirit for the initial company formation and stability, as well as medium-term development plays a crucial role. However, IKEA is a family business. The unified leadership and consistency of leadership direction is sustains the all key elements. This special leadership with time have huge variable and unstable and it is easily have qualitative change when the internal and external were change.RecommendationsFor the first point, through with HR departments to strengthen management of the promotion screening and training to ensure the unity of purpose and leadership types. For the second point, between departments and companies establish surveillance institutions to avoid subordinate departments have excessive concentration of power. For the third point, establishment of a special assessment department, combined with the ability of employees to create value for the enterprise and given the salary adjustment for the job.For the final point, could send the appropriate management from headquarters of the company to subordinate company integrate and manage issues.ReferencesJohan, S (2012) The Truth about IKEA. Gibson Square Books, Limited.Alexander, D ( 2004 ) Business success in an international environment -Global leadership. GRIN Verlag.Bertil, T and Ingvar, K (2006) Historien om IKEA: Ingvar Kamprad berättar för Bertil Torekull : [om ledarskapet, framtiden, det ryska äventyret, pengarna, knepen och "den goda kapitalismen"]. Wahlström & Widstrand.BBC News Online, 2013, Ikea reports record profits despite downturns. BBC Online [Online] Available at: /news/business-21161848 [Accessed 3th December]BBC News Online, 2012, IKEA profits rise 10% as emerging markets boost sales. BBC Online [Online] Available at: /news/business-16649251 [Accessed 3th December]BBC News Online, 2013, French judges probe Ikea chiefs 'snooping'. BBC Online [Online] Available at: /news/world-europe-25015359[Accessed 5th December]。

IKEA SWOT Analyse

Weakness Cont's
The cost of raw materials increasing
• "Four ladder" pattern • Wood from the well-run forest or having certification standards recognized by IKEA not from INF or a high degree of conservation value forest
Weakness Cont's
Poor quality and complained transport service
• wood in Chinese market no Forest certification mark • not transport the products for consumers on time
•IKEA is to furiture what McDonald's and KFC is to the catering industry, wal-mart, carrefour to supermarket. • IKEA :Build Up In 1943 In Sweden;By Ingvar Kampra; •Seven stors in China ,a storeshenyang
The Threat and Conclusion of IKEA's operations
Speachmaker: Jiang Yuting
Threat
IKEA had been silent last for seven years when it entering to the Chinese market. Because IKEA is suffering the brand gap & cultural difference.

The secret of IKEA`s success

上海市高考概要写作9篇(有答案)

宜家体验式营销与成功之道(终稿)说课材料

职称英语复习资料综合类AB级概括大意（1）

世界级富翁留给人们的人生忠告经典语句

企业文化概论作业案例分析瑞典宜家IKEA终结版参考幻灯片

关于大学的名言英语

宜家家居介绍英文作文初一

宜家家居介绍英文作文高中

宜家家居介绍英文作文模板

精编企业文化概论作业_案例分析瑞典宜家(IKEA)终结版资料

宜家体验式营销与成功之道(终稿)说课材料

宜家的成功秘诀(中英文对照)摘自经济学人

The introduction of Ikea

3 case of ikea(全英宜家案例)

ikea英语阅读

宜家线下面试 英语自我介绍

case of ikea(全英宜家案例)

宜家领导力分析经典.doc

IKEA SWOT Analyse

宜家线下面试英语自我介绍