ikea case analysis

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Nova Southeastern University

H. Wayne Huizenga School

of Business & Entrepreneurship

Assignment for Course:

MKT 5070 Managerial Marketing (Evening)

Submitted to: Dr. Bay O' Leary

Submitted by: Brooke Meltzer Claire Elliott

Fadwa Talaoui RidaBouchoutrouch

Date of Submission: January 27, 2014

Title of Assignment: IKEA Case Study

CERTIFICATION OF AUTHORSHIP: We certify that we are the authors of this paper and that any assistance we received in its preparation is fully acknowledged and disclosed in the paper. We have also cited any sources from which we used data, ideas or words, either quoted directly or paraphrased. We also certify that this paper was prepared by us specifically for this course.

Student's Signature: Brooke Meltzer,

Claire Elliott,




Instructor's Grade on Assignment:

Instructor's Comments:

IKEA, a major furniture retailer with Scandinavian roots, has changed the way customers shop for furniture. IKEA has removeda number of elements found in traditional furniture stores, including sales associates, which are present in high end furniture stores to push certain furniture, and assembly assistance of their furniture.

IKEA's furniture is designed for self-assembly to be completed by the customer in their own homes (Moon, 2004, para. 1). IKEA's customers start their furniture search by visiting cavernous warehouses, whereby the customers are directed through endless rooms displaying sample layouts of different furniture styles by following a planned pathway. Customers can even enjoy child care services or lunch and dinner as IKEA stores also include their own restaurant and child care center (Moon, 2004, para. 14).The IKEA self-guided tour ends at the warehouse pickup desk and checkout registers where customers load all purchases, big or small, to take home and assemble themselves (Moon, 2004, para. 31)."Most retailers in the industry are in the business of selling furniture, while IKEA sells experience -- from its...