Analysis Of IKEA
IKEA has always been considered as a fine example of a global retailer that employs a standardized approach in every market it pursues. This standardization is seen in four areas of its marketing activities namely the merchandise they deal in, how the stores are located and store format, their selling and service provision environment, and how they conduct their market communication.
The furniture industry has for a long time been operated in a localized system whereby the players involved have always dealt with the domestic market only. However, IKEA global reach has made it successful in adopting an ethnocentric approach. This has been made possible through the company’s style of shipping unassembled parts of furniture to different parts of the world. This aspect not only enables IKEA to have a global reach but also cuts down on costs considerably.
Location and store format
With over two hundred outlets worldwide, IKEA is a giant furnishing retailer that can be found in over thirty-two countries mostly in Europe, the United States, Asia, Australia, and Canada. Currently, IKEA has stretched its reach in as far as China and India. IKEA stores in all these distant locations have an almost similar design of large blue boxes that characteristically have few windows. The design is aimed at creating a mandatory one-way layout that ensures that customers have to traverse almost every area in the store before reaching the checkout stands.
Selling and service environment
The company offers a wide variety of products that aptly fit with the furniture demands of every home. Its departments cover all areas of furniture including living rooms, bedrooms, kitchens, bathrooms, cooking, decorating, dining, textiles, and, of great significance, the children’s IKEA department among many others. In its pursuit of providing value for the customers, the company deals in high quality products that meet the demands of a global customer base.
As stated in its vision, IKEA seeks to create an improved everyday life of people. This is the idea that the company’s marketing communication is based on. The company aims at establishing a relationship with its customers as shown by its advertising campaign. With various outside the stores, IKEA is able to effectively communicate with clients far and wide. These channels include the IKEA catalog developed in Sweden, IKEA websites, advertising, brochures, and good public relations among others.
IKEA in the United States
IKEA stores in the United States have been described as outlets that not only offer products but experiences as well. Their products are not only conveniently made for domestic use and rigid in structure but also involve the customers in the assembly process. This assembly experience has made them quite popular in international locations like the United States where many people take pride in basic expertise in home maintenance areas like plumbing and fixing home furniture. IKEA continues to maintain high quality products in all the countries it operates its outlets in.
The layout of the store format in IKEA outlets in the United States is designed to take the consumer through furniture showrooms where there are house-ware displays, and a warehouse of ‘flatpack’ products before getting to the cashier. This unique design creates an advantage of making the customers view products they might have otherwise have failed to see while shopping. However, to avoid inconveniencing shoppers out to look for specific products, shortcuts have been created in the stores. There are other services offered like Swedish food restaurants.
The selling and service environment IKEA has developed in the United States revolves around the creation of a fascinating and exotic store. IKEA stores are opened seven days a week all over the US in a bid to create time for every visitor. The stores always draw customer from out of state in many US cities leading to an increase in sales tax revenues. A major feature in IKEA stores are the traffic congestions that usually build up on all roads that lead to the stores. An example is the 1999 opening of the Emeryville, California opening of the IKEA store that created traffic congestion that was so severe that rendered traffic lights useless. For three months Emeryville police had to manually control traffic. The same case also happened in Tempe, Arizona in 2004.
For its marketing communication in the United States, IKEA uses several means like advertisements, its websites, and public relations but its most effective marketing instrument has always been its catalog. The catalog is international and is translated into over 40 languages and can be found in most American homes.
Figure 1. Examples of an IKEA catalog.
From: IKEA Marketing Strategy by Maguydayle May 3, 2005. Retrieved November 25, 2010, from http://www.mmontabo.blogspot.com/
IKEA human resource policy for non-Swedish locations follows a similar pattern in all the countries the stores are located. The aim has always been to focus on similarities between all the locations and to have an effective provision of support and guidelines from the central management. This structure is not aimed at imposing policies but as a way of providing guidelines and business coordination.
This centralized human resource policy not only supports the corporate culture at the executive level but is also effective in managing IKEA’s decentralized approach in-store management. IKEA’s human resource policies provide a central philosophy for all human resource management activities without prescribing specific HRM procedures on each store (EWC Case studies, 2005). This then means that every store can hire local nationals for non-managerial and managerial positions. The company does not have to relocate Swedish nationals to fill positions in its international locations.
IKEA’s vision is “To create a better everyday life for the many people” includes its employees as well (IKEA). Its human resource philosophy recognizes the fact that employees become more committed and productive when the company is also committed to their needs. In this regard, the company promotes employee empowerment through standardized policies that are applied uniformly in all its international locations. This, therefore, makes it irrelevant to fly in Swedish employees in non-Swedish locations to work under conditions similar to those in Sweden. Hiring locally also has the advantage of tapping into the local culture and integrating the stores in the local community (Farndale & Paauwe, 2005).
IKEA recognizes the fact that different employees have uniquely different needs. For example, in the late 1990s the human resources at IKEA North America were Ms. Spears-Lopez who recognized the need for having human resource policies that matched individual employee needs. She felt there would be more benefit with more flexibility in administration. IKEA’s policies in North America are supported by a culture that promotes diversity and creativity among employees. She described IKEA’s culture as family-like and fostering strong and open relationships (Harzing & Ruysseveldt,2004).
In IKEA the emphasis has always been on human resource sharing knowledge between the employees and line managers. With IT-based tools, the exchange of support information is easily achieved in a global human resource set up. In its value-driven approach, IKEA has successfully managed to substitute a global human resource with a strong corporate culture in all the company activities.
Maguydayle. (2005). IKEA Marketing Strategy. Retrieved November 25, 2010, from http://www.mmontabo.blogspot.com/
Farndale, E. & Paauwe, J. (2005).The Role of Corporate HR Functions in MNCs: The Interplay Between Corporate, Regional/National and Plant Level. Visiting Fellow Working Papers. Paper 12. Retrieved November 25, 2010, from http://digitalcommons.ilr.cornell.edu/intlvf/12
IKEA Video. (n.d). Retrieved November 25, 2010, from http://online4.fiu.edu/SA1/Flash/Gomez/MAN4602/Ikea/Ikea.html
EWC Case Studies. (2005). IKEA. Retrieved November 25, 2010, from http://www.eurofound.europa.eu/pubdocs/2005/7124/en/1/ef057124en.pdf
Harzing, A., & Ruysseveldt, J. van (Eds.) (2004). International human resource management (2nd ed.) London: Sage.
Get Professional Assignment Help Cheaply
Are you busy and do not have time to handle your assignment? Are you scared that your paper will not make the grade? Do you have responsibilities that may hinder you from turning in your assignment on time? Are you tired and can barely handle your assignment? Are your grades inconsistent?
Whichever your reason is, it is valid! You can get professional academic help from our service at affordable rates. We have a team of professional academic writers who can handle all your assignments.
Why Choose Our Academic Writing Service?
- Plagiarism free papers
- Timely delivery
- Any deadline
- Skilled, Experienced Native English Writers
- Subject-relevant academic writer
- Adherence to paper instructions
- Ability to tackle bulk assignments
- Reasonable prices
- 24/7 Customer Support
- Get superb grades consistently
Online Academic Help With Different Subjects
Students barely have time to read. We got you! Have your literature essay or book review written without having the hassle of reading the book. You can get your literature paper custom-written for you by our literature specialists.
Do you struggle with finance? No need to torture yourself if finance is not your cup of tea. You can order your finance paper from our academic writing service and get 100% original work from competent finance experts.
While psychology may be an interesting subject, you may lack sufficient time to handle your assignments. Don’t despair; by using our academic writing service, you can be assured of perfect grades. Moreover, your grades will be consistent.
Engineering is quite a demanding subject. Students face a lot of pressure and barely have enough time to do what they love to do. Our academic writing service got you covered! Our engineering specialists follow the paper instructions and ensure timely delivery of the paper.
In the nursing course, you may have difficulties with literature reviews, annotated bibliographies, critical essays, and other assignments. Our nursing assignment writers will offer you professional nursing paper help at low prices.
Truth be told, sociology papers can be quite exhausting. Our academic writing service relieves you of fatigue, pressure, and stress. You can relax and have peace of mind as our academic writers handle your sociology assignment.
We take pride in having some of the best business writers in the industry. Our business writers have a lot of experience in the field. They are reliable, and you can be assured of a high-grade paper. They are able to handle business papers of any subject, length, deadline, and difficulty!
We boast of having some of the most experienced statistics experts in the industry. Our statistics experts have diverse skills, expertise, and knowledge to handle any kind of assignment. They have access to all kinds of software to get your assignment done.
Writing a law essay may prove to be an insurmountable obstacle, especially when you need to know the peculiarities of the legislative framework. Take advantage of our top-notch law specialists and get superb grades and 100% satisfaction.
What discipline/subjects do you deal in?
We have highlighted some of the most popular subjects we handle above. Those are just a tip of the iceberg. We deal in all academic disciplines since our writers are as diverse. They have been drawn from across all disciplines, and orders are assigned to those writers believed to be the best in the field. In a nutshell, there is no task we cannot handle; all you need to do is place your order with us. As long as your instructions are clear, just trust we shall deliver irrespective of the discipline.
Are your writers competent enough to handle my paper?
Our essay writers are graduates with bachelor's, masters, Ph.D., and doctorate degrees in various subjects. The minimum requirement to be an essay writer with our essay writing service is to have a college degree. All our academic writers have a minimum of two years of academic writing. We have a stringent recruitment process to ensure that we get only the most competent essay writers in the industry. We also ensure that the writers are handsomely compensated for their value. The majority of our writers are native English speakers. As such, the fluency of language and grammar is impeccable.
What if I don’t like the paper?
There is a very low likelihood that you won’t like the paper.
- When assigning your order, we match the paper’s discipline with the writer’s field/specialization. Since all our writers are graduates, we match the paper’s subject with the field the writer studied. For instance, if it’s a nursing paper, only a nursing graduate and writer will handle it. Furthermore, all our writers have academic writing experience and top-notch research skills.
- We have a quality assurance that reviews the paper before it gets to you. As such, we ensure that you get a paper that meets the required standard and will most definitely make the grade.
In the event that you don’t like your paper:
- The writer will revise the paper up to your pleasing. You have unlimited revisions. You simply need to highlight what specifically you don’t like about the paper, and the writer will make the amendments. The paper will be revised until you are satisfied. Revisions are free of charge
- We will have a different writer write the paper from scratch.
- Last resort, if the above does not work, we will refund your money.
Will the professor find out I didn’t write the paper myself?
Not at all. All papers are written from scratch. There is no way your tutor or instructor will realize that you did not write the paper yourself. In fact, we recommend using our assignment help services for consistent results.
What if the paper is plagiarized?
We check all papers for plagiarism before we submit them. We use powerful plagiarism checking software such as SafeAssign, LopesWrite, and Turnitin. We also upload the plagiarism report so that you can review it. We understand that plagiarism is academic suicide. We would not take the risk of submitting plagiarized work and jeopardize your academic journey. Furthermore, we do not sell or use prewritten papers, and each paper is written from scratch.
When will I get my paper?
You determine when you get the paper by setting the deadline when placing the order. All papers are delivered within the deadline. We are well aware that we operate in a time-sensitive industry. As such, we have laid out strategies to ensure that the client receives the paper on time and they never miss the deadline. We understand that papers that are submitted late have some points deducted. We do not want you to miss any points due to late submission. We work on beating deadlines by huge margins in order to ensure that you have ample time to review the paper before you submit it.
Will anyone find out that I used your services?
We have a privacy and confidentiality policy that guides our work. We NEVER share any customer information with third parties. Noone will ever know that you used our assignment help services. It’s only between you and us. We are bound by our policies to protect the customer’s identity and information. All your information, such as your names, phone number, email, order information, and so on, are protected. We have robust security systems that ensure that your data is protected. Hacking our systems is close to impossible, and it has never happened.
How our Assignment Help Service Works
1. Place an order
You fill all the paper instructions in the order form. Make sure you include all the helpful materials so that our academic writers can deliver the perfect paper. It will also help to eliminate unnecessary revisions.
2. Pay for the order
Proceed to pay for the paper so that it can be assigned to one of our expert academic writers. The paper subject is matched with the writer’s area of specialization.
3. Track the progress
You communicate with the writer and know about the progress of the paper. The client can ask the writer for drafts of the paper. The client can upload extra material and include additional instructions from the lecturer. Receive a paper.
4. Download the paper
The paper is sent to your email and uploaded to your personal account. You also get a plagiarism report attached to your paper.
PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET A PERFECT SCORE!!!