marketing plan of IKEA 演讲稿.doc

The introduction of IKEAThe productsPricing strategyPromotionPlaceSatisfactionServiceSpeedSincerityThe introduction of IKEAIKEA is a Swedish furniture and home products retailer that has stores all over the world. It is famous for well-priced flat pack furniture that customers assemble at home. It also sells accessories and bathroom and kitchen items. It is the worlds largest furniture retailer. IKEA was started in 1943 by 17-year-old Ingvar Kamprad from Elmtaryd in Agunnaryd, South Sweden. The IKEA acronym comes from the initials of the founder and the places he grew up. The company operates over 300 stores as franchises in 37 countries. It has over 12,000 products in its catalogue. The company employs over 125,000 people worldwide. IKEAs vision is “to create a better everyday life for the many peopleby offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them”.The products（产品策略）1. 准确的产品市场定位欧美等发达国家的市场定位为：面向大众的家具用品提供商因为其物美价廉，款式新，服务好等特点，受到广大中低收入家庭的欢迎中国的市场定位为：想买高档货，而又付不起高价的白领中国市场虽然广泛，但普遍消费水平低，原有的低价国外高价家具也很少有人问津；于是宜家把目光投向了大城市中相对比较富裕的阶层。2. 产品风格独特，有利销售宜家源于北欧瑞典(森林国家)，其产品风格中的“简约、清新、自然”亦秉承北欧风格IKEA一直坚持由自己亲自设计所有产品并拥有其专利，每年有100名设计师在夜以继日地疯狂工作以保证“全部的产品、全部的专利”3. 产品设计精美而经久耐用宜家一贯强调产品设计精美、实用、耐用如：沙发接受压力挤压的次数可以达到几十万次，橱柜的门不停地接受开关的次数可以达到几十年等三被合一的“四季被”MTP书柜4. 产品系列广泛首先，品种功能广泛 在IKEA可以找到从客厅家具、玩具、煎锅到餐具刀叉；从办公家具到绿色植物的所有物品，一句话在宜家可以找到所有实用的家居用品其次，风格范围广泛不同品位的人在这里都能找到自己的所爱但宜家的产品也不是无所不包，宜家没有过于极端或过于夸张的产品。IKEA提供的是为创造舒适的家居环境所需要的产品另外，通过适当协调，可同时实现广泛的功能和风格Pricing strategy（低价策略）1. 低价思想贯穿于产品设计始终1） 宜家的低成本设计理念及模块式设计方法2） 先确定成本再设计产品3） 产品设计过程中重视团队合作4） 能够为了节省成本而考虑得面面俱到2. 宜家不断创新以降低成本3. 为了降低成本与OEM厂商密切合作4. 宜家与顾客合作打造低价格5. 宜家的全球生产管理及物流体系有利于降低成本6. 平板包装策略降低成本Promotion（促销策略）目录展示是宜家促销策略的重要组成部分，大大促进了宜家的产品销售。在1951年，宜家发行了第一本商品目录。此后，每年9月初，在其新的财政年度开始时，宜家都要向广大消费者免费派送制作精美的目录Place（“卖场展示”渠道策略）1. 自设卖场控制渠道2. 成功地使IKEA卖场成了一种生活方式的象征Satisfaction（满意度调查）ServiceWe offer a full range of services to make your IKEA experience more complete: Old Kitchen Removing ServiceAre you going to buy a brand-new kitchen in IKEA? So how to do with your old kitchen at home? Dont worry! IKEA is now providing professional dismantling and removing service for old kitchen to you.By this service you can have your new kitchen at home easily. (For service detail and charge please go to the staff of kitchen department.) Transport serviceNeed a way to get your new home-furnishings home? You can rent a transport or hire us to deliver it for you. Just talk to our Customer Service department for details. contact your local IKEA store Payment MethodWe have flexible payment options that make realizing your dream home easy and affordable. Talk to our sales staff for detailed information. Assembly servicesIKEA furniture comes unassembled with assembly instructions included. IKEA offers a low-cost assembly service. If you would like to have your furniture assembled at your home or office, contact our local store. Return policyIt is ok to change your mind. As long as the items are undamaged, unassembled and unused, you could return them in their original package within 60days (IKEA FAMILY member within 180days) together with your original receipt/invoice (bank card POS receipt is needed if you have paid this way), we will refund you the same way as you have paid. Sorry, we cannot accept exchange or return of food, plants, liquid bathing products, AS-IS products, customized products, kitchen electrical appliance and all products that have already been cut, sewed or painted. The exchange and return policy above applies only to the products purchased from IKEA stores in mainland China IKEA restaurant/cafeThe restaurant/cafe serves both classic Swedish dishes and local favorites, and is one of the most popular areas of the whole IKEA store. Shopping at IKEA is fun and offers great value, but can also be hard work, so stop by and treat yourself to a refreshing drink and a bite to eat. Childrens servicesFor the most important people in the world. We try to make visiting IKEA great fun for children and grown-ups alike. We have a supervised playroom, pushchairs, baby-care rooms, childrens rooms, food-warming facilities, childrens meals and many other services. Your children may never want to leave. Note that age and height restrictions apply to the playroom, and sessions may be limited during busy times. Sewing serviceWe make custom curtains! Simply choose your fabric, style and specify the size in our Textile department. For a small fee, well sew the curtains and then deliver Speed1. 健全的管理体系和标准化的运营流程2. 扩大服务面，与第三方物流友好合作3. 打造电子商务平台，提高配送效率SincerityThe IKEA business idea is: We shall offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them. Responsibility beyond home furnishingThe IKEA vision is to create a better everyday life for the many people. This includes doing what we can to help create a world where we take better care of the environment, the earths resources, and each other. We know this continuous improvement is a never-ending job, and that we are sometimes part of the problem. But we work hard to be part of the solution.A better start for 100 million childrenIKEA supports