Launching of the store Ikea in India

Résumé du document

I have decided to develop Ikea in India, and think that it would be interesting to focus on the following questions: How will IKEA's products and services integrate into the Indian market? What adjustments are or will be necessary to enter the Indian market of furniture? What threats from local competition should IKEA take into account and how can these threats be counteracted? India has very cheap and readily available labor. It would thus be very profitable to hire local population in the company. For example, the total labor force is about 337 million people. Of these, 65% or more are engaged in agriculture, 4% in services, 3%in manufacturing and construction, and 3% in transport. The subsidiaries will be located in huge cities of India because a large share of the population engages in manufacturing. India has a large unemployment rate, so there will be no problems engaging labor.

Extraits

[...] Therefore, it is received free-of-charge by 82% of the French households. Including over 350 pages and intended to prepare your visit to the store, the catalogue is the reference medium through which clients may discover all the collections, but also find good ideas for the disposition and ornament of their house. ( Websites Each store in France has its own space in order to advertise its special offers, events and practical informations. In addition, basic informations concerning IKEA France are also available in quantities and with an accuracy that depend on the local sites visited: mission, time sequence, organization and, in some case, strategic issues and a file for the press and students. [...]

[...] You must show some dynamism" The client is pushed to help himself and assemble the furniture. "IKEA's objective is not to exempt consumers from performing some tasks, but to mobilize them to do easily something they have possibly never done before". The vision based on the creation of a shared value is combined with the will to minimize "lost spaces". By improving the filling space, the unit cost of transportation considerably decreases. IKEA considers that transport costs would have been six times higher if the furniture had been sold already assembled. [...]

[...] In addition to various advantages, these clients receive at their residence informations and special offers. On the other hand, IKEA developed marketing actions to promote its sector devoted to client companies and to support remote sales. The Telephone Call Center makes it possible to establish direct contacts between IKEA and its clients, whether private or companies. Its network sends out information to those visitors who wish to get in touch with IKEA before or after their visit to the stores. [...]

[...] Price: How much does it cost? IKEA's success is based on the relatively simple idea of keeping cost between manufacturers and customers down. According to the Ingvar Kamprad, the founder of IKEA: "To design a deck which may cost $1,000 is easy for the furniture designer, but to design a functional and good deck which shall cost $50 can only be done by the very best. Expensive solutions to all kinds of problem are often signs of mediocrity." Costs are kept under control starting at the design level of the value- added chain. [...]

[...] IKEA is constantly striving to streamline and simplify the transport and storage of its products. Its strategy is based on a core element: to calculate as accurately as possible the quantities necessary to satisfy demand in order to eliminate the superfluous costs of over-production and storage. Promotion In this study, I think it is important to have an attention drawn to the external communication system of IKEA France. However, it is worth precising that internal communication plays a primordial role in the company. [...]