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assignment:波特五力模型分析IKEA公司竞争力

时间:2015-06-17 11:18来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien

Furnishing the world, assessing the development of IKEA's competitiveness using Porters 5 forces Model

宜家成立于1943年,英格瓦坎普拉德一直努力提供产品,低于其竞争对手30 - 50%。1947年,家具上线,成为他们的主流销售产品,在此后的62年间,宜家已经成为知名的家具品牌,成为世界上最大和最成功的家具公司。公司旨在提供客户精心设计和功能家具,并且以合适的价格售卖,不考虑客户的地理位置,实际上宜家的目标是提供优质廉价家具而不是提供便宜的家具。
 

Since its origins as a small business selling knives, wallets, picture framings and whatever else its customers required, IKEA founded in 1943 by Ingvar Kamprad has always strived to provide the product at 30-50% less than its competitors. In 1947 furniture was added to their line and in the 62 years since then IKEA has become one of, if not the biggest and most successful furniture company in the world. The company aims to provide its customers well designed and functional furniture at the right price irrespective of the customer's geographic location, in fact IKEA aims to provide quality furniture cheaply as opposed to providing cheap furniture.
 

The company's vision is to create a better everyday life for its target customers, 20-35 year old first homeowners by offering a great selection of well-designed, practical home furnishings. Since IKEA has chosen this sort of affordable and distinctive marketing strategy, the company has been very successful in its expansion throughout the world. Key to this success is the way the company uses Porter's 5 Forces model covering the following areas, detriment of supplier power, threat of new entrants, rivalry among existing firms, detriments of buyer power, and the threat of substitute products.
 

IKEA meets these problems head on. By carrying out a SWOT analysis it becomes clear that IKEA's major strength is in its size and the cost savings it makes through economies of scale, it can offer a massive boost to local economies in employment, it currently outsources 90% of its production to low cost suppliers in low labor cost countries close to the raw materials required for its products, then it maximizes its logistical support through shipping and storing all of its offerings as flat pack or ready to assemble furniture. IKEA also have a unique way of pricing their furniture, instead of manufacturing the product at a fixed cost and then marking it up to make a profit, IKEA analyzes the market first and finds out what a particular piece of furniture is selling for. It then drops the price by about 30% and tasks its designers to design a similar offering without sacrificing quality for this price. The designers come up with an innovate design and this design is then given to innovative suppliers who have the technology and skills required to make this work, and who can offer their products to IKEA at a given price due to the vast number of units being produced.(责任编辑:BUG)



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