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Paper代写:The IKEA

2018-02-02 | 来源:51due教员组 | 类别:Paper代写范文

下面为大家整理一篇优秀的paper代写范文- The IKEA,供大家参考学习,这篇论文讨论了宜家购物。毫无疑问,宜家在全球家具市场上取得了很大的成功,这与它们的销售手段是分不开的。从公司的角度来看,宜家拥有一个高效的全球采购系统和精致的设计流程,寻找世界上最合适的制造商生产产品,并将每一块组装起来,制成家具,保证了设计、价格和材料是最好的,并且降低了成本,对用户来说性价比是非常高的。

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1. Do you shop at IKEA? Why or Why not?

I shop at IKEA at times, the reasons that I like shop there are simple. First of all, IKEA always offers reasonable prices. As a student living at the rent apartment, the budget on furniture purchase is limited, thus IKEA seems like an ideal place to shop. Moreover, what makes IKEA stands out from other furniture stores is its neat, minimalism and Scandinavian style design that is not only of single piece, but also of the overall setting within the store. It’s such a wonderful and cozy experience wandering inside the store, picking up all the creative ideas of interior design, enjoying the Sweden food at the cafeteria whenever I need a rest. On the top of that, IKEA generally produces cost-effective even high quality products. Besides a wide selection of goods, IKEA focuses on the practical uses and durability of the products as well, which earns itself satisfying comments from customers.

2. What are IKEA’s firm-specific advantages? Country-specific advantages?

IKEA succeeds in the global furniture market according to several advantages.

From the perspective of the firm, IKEA firstly enjoys a highly efficient global sourcing system and delicate design process. IKEA built a large global sourcing net to seek for the most suitable manufacturer around the world to produce the product and to assemble every single piece together to form furniture. The competing mechanism plays a huge part in this process, which guarantees the designs, prices, and materials to be the best, and in turn a low cost. In addition, IKEA is the very first one to combine a restaurant, a children-care center, and a furniture store together to build a self-served system that maximizes the customers’ approaches towards the products and the pleasure when selecting products. Also, this self-served mode deeply eliminates the labor cost. Another point worth mentioning is the “flat packaging” which means all the parts of the product is unassembled when shipped to the house and customer needs to construct them together. The flat packaging ensures that all the space of the truck is fully used, so that the transportation cost can be lowered as much as possible. Plus, the labor cost of assembling and the damages of the product can also be decreased. To sum up, all the factors lead to the result that IKEA offers the unique design with the best price in appealing stores.

As for the target country—America, the advantages are obvious as well. To begin with, according to the exhibit, the furniture retailing market of the US is highly fragmented, which means the top retailers in the market enjoy almost equally same market share, and nobody is the big boss. This situation gives IKEA is wonderful chance to penetrate into this market and build up its own customer base. More importantly, the general merchandise retailers like Wal-Mart and Costco are facing the problems that the products are too dull, the shopping environments are disgusting, and selection ranges are narrow although the products are cheap. The specialty high-end retailers are struggling at the cost of luxurious service, labor and transport. IKEA right solved the paradox between cost and price, thus IKEA can possibly gain huge clients who are tired of the both kinds of retailers. Lastly, even Americans need time to embrace a new designing style, however the diversity within the American society is the key to solve this, since there must be quite a lot of potential customers in the market that IKEA can explore.

3. Despite its success, there are many downsides to shopping at IKEA. What are some of these downsides?

The downsides of shopping at IKEA are as follows: Although the flat packaging and transport policy are smart and efficient for the company itself, it bothers the customers quiet much, since not every customer drives a car, even they drive, the car might not have enough space to transport the goods. What’s more, the effort, time, and money that cost in transporting and arranging can be pretty much. Furthermore, the unassembled pieces can cause a huge problem for customer who has no idea about the furnishing, sometimes there are bunch of parts, without a assistant, customer can have difficulty constructing the furniture. On the top of that, the ratio of rep to customer is very low so that the customers who have little knowledge about furnishing will be very confused when shopping if nobody can help and explain things. This can also lead to low efficiency problems. In addition, the selection range is not as wide as that of the high-end stores, the types are limited, the style is only Scandinavian, customer can be sometimes hard to find a truly satisfying piece, even though the products are designed based on the “Matrix”, the only style within the store can be very dull. We can’t deny that there are still customers who are longing for novelty, creativity and diversity of internal design. Lastly, the customers complained about the durability of the products, since some invisible parts of the product is made of inferior materials, people reported that products are easily broken when moving house.

4. Who is the target customer of IKEA? In general? In the US?

The general target customers can be divided into several types:

First: middle-class or students who have limited budget on house furnishing, but want it to look good and nice. They value the practical functions of each pieces and the space using efficiency in a small room. The looks of the products don’t need to be very luxurious, but they don’t want the cheap and plastic looking.

Second: People who have good senses of designing and art, like crafting, DIY things, want to decorate their own houses by their plans. Especially people whom like the Scandinavian style very much, people who prefer the simplicity, minimalistic, delightful vibes of houses.

Third: Young couples or adults who just own a new house and want to try new things. They are often very open-minded, and eager to furnish their house by themselves. They typically have cars and have the ability to transport and construct the goods by themselves.

Fourth: People who love the shopping experience at the store and get truly inspired by the designing ideas of IKEA. They might have already had a house with traditional furnishing, but when they walk in the store they instantly get attracted.

The target customers in US can be defined as a group of people who traveled and moved a lot and have been abroad, who like taking risks and trying new things. These people are standing at the cutting edge of fashion and new technologies; they want modern and exotic things to add a little taste for life. They want get rid of that old-fashioned way to decorate house, and they are very energetic to shape the houses with their own strength.

5. What is the IKEA Business Model?

IKEA’s business model is very unique compared to the traditional firms’. Its core business idea is ‘low price with meaning.’ It can be easily concluded from this spirit that IKEA is aiming at providing good designs with the lowest prices. However, IKEA made a very wise business plan to achieve this goal instead of solely cutting the production cost, it motivates the customers to help it in a very natural way. Therefore IKEA’s business model can be roughly divided into two branches: the company part and the customer part.

For the company, in order to cut the cost from every possible aspect, IKEA invented a product/price Matrix consisted of three basic price ranges and four basic styles using different dimensions and variables to measure the market’s potential opportunities and to set prices with the data collected from surveys. It will set the prices 30%-50% lower than equivalent products in the market. And after setting the price and product type, IKEA begins its global sourcing, seeking the most cost effective material and manufactures around the world, after they are all set, the design proposal will also be selected through a fierce competition. The real production process won’t start until all the counterparts are set. When it is time to exhibit the products into the store, design team won’t stop figuring out better adjust to make them better fit in the truck when shipping. In the store, IKEA follows its ethics of cost-efficiency, maintaining self-service mechanism, keep small amount of reps. IKEA triumphs at cost controlling through every steps.

For the customer, IKEA encourage them to transport and assemble the goods by themselves, therefore IKEA invented the “flat packaging” mode to motivate the customer to do that. Customers are also welcomed to select goods freely and take the large piece of goods back home by themselves. Customers need to serve themselves in the stores; merely nobody will guide or assist you, even at the café.

Overall, IKEA made a successful balance between quality and price by building the win-win bond with its customers. The customer is firmly believed that only with this self-service mode that can the price be kept low, and thus IKEA gains popularity and profits via this model.

6. Describe how IKEA’s expansion has reenergized mature markets around the world and changed the competitive situation?

IKEA expanded its business into America successfully even the furniture market in the US is already mature. However, IKEA is good at detecting the gaps (market opportunities) among the competitors and it also launched very successful marketing campaign and product adjusts.

The furniture retailing market of the US is highly fragmented, the general merchandise retailers are facing the problems that the products and environments are disgusting, and selection ranges are narrow The specialty high-end retailers can’t get rid of the cost of luxurious service, labor and transport. However IKEA’s self-service mode, “flat packaging” and low price with decent designs right makeup the disadvantages of those two kinds of retailers. IKEA found that people demand a nice furnishing store with an affordable urgently, so this gap is perfectly filled by IKEA. Therefore, the customer will be naturally attracted to stores.

IKEA also realized that at the beginning the original measurements, features and dimensions of IKEA’s products couldn’t fit in American families’ existing setting, since all the sofas are too hard, beds are too narrow, closet too small. After doing great amount of research IKEA adjusted its lineup and merchandise to produce products that customized to the local situation.

Plus, IKEA noticed that the big issue among the American society is their mindsets. Americans prefer to use furniture through their whole life without change any new ones. This problem can be very serious because if they don’t want to try new ones, how could IKEA have constant sales? IKEA then decided to do marketing campaigns to convince Americans that furniture needs to be changed frequently, and things won’t change our feels. It tried to shift the American’s old fashioned thinking pattern, and made them to believe that holding the old stuffs is crazy.

It turns out that IKEA won in this expansion. It not only broadened its business scale, but also successfully rooted a new idea into American’s mind that things will come and go. IKEA reactivate the furniture market because of its delicate cost management system, subtle marketing strategy, appealing store settings, and operating ideas.

7. Should IKEA expand further in the United States or focus on other countries?

To my point of view, in the long run IKEA should expand further in the US market for several reasons.

To start with, according to the market data collected, IKEA has already opened 14 stores in the US and the sales in the US is also accounted for a large proportion of its overall sales in 2003. It shows that IKEA has already gain a steady market share and popularity in this country, thus it has enough capital and experience to run a larger business in this country. Moreover, Americans have great purchasing power, which means greater profit can be gained through this market. The material also indicates that IKEA has become the fastest-growing retailer in the US, and the seventh largest retailer exclude the general retailers. IKEA has great competency in this market and the potential to be the biggest retailers in the future.

In addition, America is the most diverse society around the world; it has large populations, it embraces all the differences including a new style of furnishing and shopping, so that this widely accepted store will be thriving in this country as well. The mind-changing” campaign has already been successful, more and more people recognize this company, this shopping style and this furnishing idea. If IKEA keeps digging out the market, there will be an amazing amount of customers fall in love with this novel store.

Another point worth mentioning is that Americans love DIY their house, and more importantly, almost everybody drives in the US. This situation is a huge advantage for IKEA to prosper. Because people will feel comfortable buying goods and transport them home, and assembling furniture can be an really entertaining thing for Americans.

Last but not least, IKEA enjoys its fascinating operating system that nobody could easily copy. Since IKEA has already noticed the huge loop within the US furniture retailing market, and IKEA clearly knows its strength is to use that loop to make money, why not keep running the business here? The unique Scandinavian style, the global sourcing, interior setting can’t be copied easily by those two kinds of retailers.

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