宜家(英文版介绍).ppt

Outline
History
Four Ps
Product
Price
Place
Promotion
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History
1943
Sweden
17-year old Ingvar Kamprad
founder's name (Ingvar Kamprad)
the farm where he grew up (Elmtaryd)
his home parish (Agunnaryd)
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History
Pencils, wallets, photo frames,watches……（inexpensive，with market demands）
In 1947, the first piece of furniture was sold in IKEA.
In 1955, IKEA designed its first piece of furniture.
In 1963, IKEA opened its first retail store
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Four Ps
Product
Price
Place
Promotion
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Product
Three series:
Office, family, children’s IKEA
Varieties:
desks, tables, chairs, sofas, TV solutions, storage, lightings, decoration, beds and mattresses……
10,000 articles
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Product
Styles:
simple, natural, fashion, good-quality
Customers:
the masses in developed countries the white-collar in developing countries
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Product
the flat-pack distribution methods
assembled by the consumer
→ reduce costs and use of packaging
→ a practical point
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Price
Low price policy
an attractive feature of IKEA
low price policy is used through the processes of designing, manufacturing, sellings, and administration
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How much?
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￥
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Price
￥
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