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IKEA SURVEY AND ITS REPORT
April 27, 2006 at 10:09 pm | Posted in Uncategorized | 1 Comment
This is the link of my survey
http://www.surveymonkey.com/s.asp?u=937871986492
And now, the report after analyze of the responses …
Executive summaryWithin the context of my English course, I had to carry
out a survey among students of ESC Le Havre. I chose Ikea to continue my
blog subject. My questionnaire has 10 questions to have some information
about students and their furnishings. I have collected 20 responses.
IntroductionThis report will look at:· Recognition and perception of
IKEA· Students consumption habits for furnishings (place, choice,
implication, budget)· Perception of an IKEA ad
FindingsAll respondents know the IKEA brand and 80% have already gone to
an IKEA store but there are only 18 stores in France so sometimes it’s difficult
to go to one.Concerning IKEA’s concept, that is to say low prices, furniture in
kit …, all respondents think it’s a good concept, especially for students. They
also think it allows people to be proud of their furniture because they made it
alone and it’s what people want. Another point of the concept is design at
low price and the respondents think it’s “cool”.
This is confirmed by their responses about their choice. Indeed they choose
their furnishings according to the price (95%) and design (80%).About
consumption habits, students buy their furnishings in specialized
hypermarket like Conforama (85%), IKEA (70%), and Fly (60%). And they
reflect more when buying a sofa (70%) or a bed (45%) that is very important
for a student to sleep well!They furnish their flat with a mix of new and

2. salvaged products which can be explained by the fact that students have tight
budget so 45% of them spend 500€ maximum and 35% between 50 and 100€.
Concerning the ads of IKEA 75% have already seen one and they think them
good, funny, a little bit strange. And one can be able to tell the story of the
ad.
ConclusionIKEA is a company which has a concept (design goods at low prices,
furniture in kit) students want.
RecommendationIKEA should continue and open more stores in France. But
the problem is that a store plus a warehouse takes up a lot of space.
Marketing and Communication
April 3, 2006 at 9:20 pm | Posted in Uncategorized | 1 Comment
The base of Ikea strategy is "offer a huge range of design and functional furnishings, at low
price that the greatest number will be able to offer them.
4 important axes of communication are at the base of Ikea communication :
- a complete offer for the house which comes up to the concrete needs of the consumers
- low prices with comparable quality
- a unique concept where customers take an active taking part : self-service, transport,
assembly
- a responsible company which is interested in its environment
The marketing strategy allows to develop the notoriety of Ikea and create traffic in stores.
The stores, the products, the catalogues are practically the same all over the world, but the
strategy and the plan of communication are defined by each country, because Ikea has to
take into account local habits, legislation which can change from one country to another,
competition, maturity of the market, and the number of years of Ikea presence in the
country.
IKEA STORES
They are the same all over the world (same concept) and offer practically the same products.
They are THE meeting place between the brand and its customers.
So the communication on store is very important to guide, direct, inform and also turn visitor
into customer.

3. COMMUNICATION STRATEGY
The communication strategy of Ikea, in France, is organized around 3 complementary areas :
- communication for general public : appeal to customers and attract them.
This communication regroups :
* catalogues and another brochures (about 50% of advertising budget)
* website www.ikea.fr
* another advertising media : press, radio, television, cinema, billposting
- relational marketing : to develop customer loyalty in order to communicate with all but
according to the specific needs of each customers
- press relation department : informations for journalists and company news
IKEA and me !
March 16, 2006 at 10:38 pm | Posted in Uncategorized | 1 Comment
Personally I already bought not badly of things at IKEA like pieces of furniture, boxes,
decoration, accessories, … (see pictures below).
And this for several reasons :
- accessible prices for a student
- good quality
- original design
IKEA is not the only sign to propose pieces of furnitures at low prices, for example in France,
CONFORAMA and BUT (see their website on link) make the same, but they also sell electric
household appliances, image and sound whereas IKEA sells only things to furnish the house.
In France, the sign which approaches the most IKEA it’s FLY but the design is, according to
me, definitely less great than that of the products of the famous Swedish sign.
IKEA’s presentation
March 9, 2006 at 9:21 pm | Posted in Uncategorized | 1 Comment
What means IKEA?
IKEA holds its name of initial of Ingvar Kamprad, its farm named Elmtaryd and the commune
of Agunnaryd, located in Smaland, in Sweden.

4. Group IKEA
IKEA was founded in 1943 Ingvar Kamprad (17 year old).
The first store IKEA opened in 1958 in Älmhult (Sweden).
In 1997, IKEA launched « IKEA for Kids ».
In 1998, IKEA opened its first store in China.
Now Group IKEA has 206 stores in 24 countries.
For 2005, IKEA has a turnover of 14,8 billion euros.
IKEA France
IKEA was established in France in 1981, revolutionizing the sector of the piece of furniture
with a concept which shaken up the generally accepted ideas: pieces of furniture in kit and
accessories to be taken in stock, to transport and assemble oneself.
With its 17 stores, IKEA France is the third actor of the piece of furniture in France.
These 17 stores receive about 31 million visitors during the year and IKEA France employs
5700 collaborators.
Why IKEA ???
March 9, 2006 at 8:12 pm | Posted in Uncategorized | Leave a comment
As a student who has to furnished and decorate herself her flat, at lower cost but with design,
IKEA became my universe where I find the inspiration to make my interior a place which
resemble to me and where I feel myself good.
That’s why I have made this choice. After having presented a little IKEA, I will focus me on
news about marketing and advertising of this famous company.
Presentation
March 7, 2006 at 9:38 am | Posted in Uncategorized | Leave a comment
My name is Emilie, I’m a student at Le Havre Business Scholl.
For my english courses I have to make a blog on a subject which interess me a lot.
I have chosen to speak about the first world distributor of articles for furnish and decorate
the house. You will have recognized IKEA.
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