Marketing And Competitive Strategy Of IKEA

IKEA : is a global company specialized in the furniture industry and operating in several countries such as ( Saudi Arabia, Jordan, Kuwait , Qatar, Italy, Canada ,Australia, Spain, Sweden, united states…and in many countries). The main headquartered in a Netherlands. As of December 2016, IKEA owns and operates 392 stores in 48 countries. IKEA designs and sells ready made home furniture, home accessories, Toilets, Toilet facilities, kitchens and kitchenware. IKEA is the largest furniture manufacturer in the world and it has been the largest furniture retailer stores in the world in 2008. Founded in Sweden by Ingvar Kamprad In 1943 when he was seventeen, his father gave him a small sum of money as a gift because of his high marks, as a reward

IKEA implemented a marketing strategy To overcome their competitors. Its marketing and competitive strategy for produce high quality products at cheaper prices for customers, The manufacturing process start for determine raw materials to be used to manufacture furniture and product such as (wood, cloths ,steel, aluminum, plastic, cotton, brass...etc.) then the design process and continues through all manufacturing, production and distribution stages by distribution of its products to all its stores until it is received by the customers so that they can achieve their promise to produce best products and furniture to their

Ikea work on Proactive risk assessment and extensive testing for all their products. IKEA uses proactive risk assessments to ensure product safety by evaluating, detecting and eliminating potential hazards. Each year Ikea doing thousands of tests on home furnishing products during IKEA product development, and various tests are conducted during production. Tests focus on international safety and quality standards and how customers assemble and use the products. IKEA pays special attention to children’s products, which must to meet high quality and safety requirements. They doing tests before they start production. The purpose is to detecting and eliminate potential hazards to ensure the product is safe to use for children.

IKEA use visual signals/aids for communication: Ikea used visual signals for communication such as advertisements to display their products and it is also famous for creating catalogs, magazine, poster in the street, screen-based media, interactive web design. All these visual signals are very helpful and attract the customer to them