7 IKEA’S KEYS TO SUCCESS • Democratic Design • Vertical Integration • Strong Brand Image FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
8. DEMOCRATIC DESIGN • Offer a wide range of home furnishings of good design and functionality • Balance of form, functionality, and low price • The price tag is “designed” first FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
9. VERTICAL INTEGRATION • 1,300 suppliers and 27 distribution centers • Operations cover every step of production • Enables the group to save cost at each stage • Delivers high-quality furniture at lower prices than its competitors FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
10. STRONG BRAND IMAGE • Cost-Consciousness • Sensible Design • Unconventionality • Social/Environmental Awareness FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS