Marketing Mix Ikea

In: Business and Management

Submitted By beny91
Words 5001
Pages 21
Une entreprise innovante : Ikea

1 Présentation et historique succinct

Ikea est le nom d'un détaillant de mobilier, souvent à assembler, d'origine suédoise. La société a été fondée en 1943, par Ingvar Kamprad qui n’avait alors que 17 ans. À l'origine, il vendait de la papeterie (des stylos, portefeuilles, cadres pour photo, nappes, montres, bijoux et bas nylon) par correspondance, en profitant de la tournée du laitier pour faire livrer ses produits à la gare ferroviaire la plus proche.

Depuis, IKEA est devenu un acteur de premier plan dans le monde de la distribution, employant 118 000 personnes dans 40 pays/territoires et enregistrant un chiffre d'affaires annuel de plus de 19 milliards d'euros.

• 1945 : Premières publicités IKEA dans la presse locale Le porte-à-porte n’étant plus adapté à ses ambitions, Ingvar commence à faire de la réclame dans la presse locale.

Le premier mobilier fut proposé en 1947.

• 1951 : Publication du premier catalogue IKEA. Ingvar entrevoit alors la possibilité de distribuer des meubles à plus large échelle. Il supprime les autres produits de son assortiment pour se concentrer sur les meubles à bas prix.

• 1953 : La première exposition permanente de meubles ouvre ses portes à Älmhult. L’ouverture du premier hall d’exposition est une étape décisive du développement du concept IKEA. Pour la première fois, les clients peuvent voir et toucher les meubles avant de passer commande.

• 1955 : IKEA commence à créer ses propres meubles

• 1956 : Les meubles sont à monter soi-même en paquets plats. Quand les produits sont conçus pour être emballés dans des paquets plats et montés par le client, leur coût diminue substantiellement. Un chargement comporte un plus grand nombre d’articles, l’espace de stockage est réduit, les coûts de main-d’œuvre diminuent et les produits sont…...

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