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Week 5 - Ingvar Kamprad and IKEA Discussion
Week 5 - Ingvar Kamprad and IKEA Discussion
小組成員:佳霓、思穎、之懷、芸瑄、宇甯、希耘、華妮(Nessa)
1. What were the sources of IKEA’s successful entry into the furniture retailing
business in Sweden?
華妮: The sources in mainly because of the concept of the furniture business that they
build. IKEA said that they don’t want to catch up like the traditional business did; they
want to be distinct They focus on two different points: the target audience.
IKEA is more focused on attracting younger people and young families, and their
furniture is sold at high-quality but affordable prices.
The second one is Furniture Style: by introducing a lighter Scandinavian style rather
than creating traditional furniture that is characterized by a heavier, and darker style,
with a more expensive price.
The next one is Creativity. As we all already read, IKEA has many obstacles with a lot
of competitors wanting to cut off IKEA’s opportunity in lots of ways. I believe that the
climax is when other furniture retail members pressured the manufacturer cartel not to
sell to IKEA. Then Kamprad responded by buying its supply with a few independent
Swedish furniture makers and having new establishment sources in Poland, which
reduced his cost. He can sell his products at even lower prices.
The third one is IKEA gave priority to creating ample parking space due to the impact
of automobiles on shopping habits.
希耘:我的話是從差異化來進行切入,那第一個差異化就是他做比較簡單的當代
設計,因為傳統還是比較 sturdy construction,然後是用比較深或比較暗的木頭來
做的,那就做出第一個差異化。第二個是他引進自助服務,還有現金購買的概念,
跟傳統的不同,就是可能你到店家之後,那個店裡面就會有店員來服務你,那
IKEA 他就是採較自助的方式。
芸瑄:我覺得除了自行組裝、在郊區開店這種降低成本的操作之外,他們成功進
入瑞典家具零售業的最關鍵是一開始 Ingvar Kamprad 能夠找到當時瑞典家具業
的問題在哪,就是製造上和零售商之間的一些協議讓價格漲很快、很多人負擔不
起,所以他趁虛而入,直接用自己的供應來源繞過協議這部分,用新的方式從第
一步就把價格壓低,直接打中年輕人這個本來因為高價買不起家具的族群。
宇甯:瑞典的傳統是銷售昂貴、經久耐用(家族傳家寶)的家具,但 IKEA 剛開
始進入瑞典市場的時候是戰後,其他傳統瑞典家具品牌的這些家具對人們來說太
貴了,IKEA 的客群剛好是年輕族群,收入普遍沒那麼高,所以 IKEA 的低價策
略就會剛好擊中它的目標客群,這也是 IKEA 一開始進入瑞典市場成功的關鍵之
一。
思穎:好,那我覺得我這邊做一個小總結。這題主要歸因於三個部分。
當然最重要的可能就是價格真的很便宜,對於他的目標客群來說,價格這個影響
因素應該蠻大的,這點前面都有講過就不再補充。
然後第二個部分是剛剛有說到的,包含一些設計感、一些新潮的元素,讓這些年
輕人應該是比較能去接受、喜歡這樣子的家具。
然後最後的話想進行一個補充,因為包含前面剛剛有人說你可以自助消費,然後
自己去進行組裝的部分,然後我記得在個案裡面有看到,傳統的家具製造商,他
們可能要好幾個禮拜,你才有辦法去拿到你的家具,但 IKEA 就是讓你可以更快
速地去拿到你的家具,這樣我覺得比較符合年輕人的這種,也不是說快時尚,但
就是步調比較快的一種模式。
2. How important was internationalization to IKEA? What challenges did IKEA face
while expanding internationally, and how did it overcome them?
希耘:IKEA 有看到在瑞典以外有更大的成長機會,所以他們有意識到說他們需
要做國際擴展,而且他們也想說透過這樣大量的生產,可以發揮到規模經濟的效
用,然後也可以作為支持他們價格為競爭優勢的策略。
芸瑄:我也覺得國際化對 IKEA 很重要的原因是瑞典自己的市場沒有很大,像個
案裡面有講說他們大概到 1970 年代國內就沒辦法再成長了,尤其他們專攻一部
分人而已可以成長的空間有限,所以一定要國際化。
然後主要國際擴張的困難是標準化和在地回應要怎麼權衡,克服的方式是彈性複
製,在格局、型錄和解決方式這種基本架構層面是標準化統一一致的,但是像定
價還有指定產品之外要賣甚麼這個就留給在地決定。另外一個是內部的資訊交流,
讓外國據點的經理可以直接直向或橫向找答案或參考別國的解決方式
3. How did IKEA solve the decision choice between global standardization and national
responsiveness, based on your personal observations and our readings, when entering
Taiwan or China markets? How effective is IKEA’s strategy?
華妮: They have a glocalization approach, or, we can say the “flexible replication”
which includes the foundation or basic principles that build the IKEA concept
(including culture, core values, and philosophy) is fixed and rigid, but have more
flexibility in the corporate practices that suitable for every country.
Some of the examples: First, IKEA can adjust its product assortment to cater for the
specific needs and preferences of consumers in Taiwan and China market. For Taiwan,
IKEA might offer smaller-sized furniture that is suitable for smaller living spaces, or
maybe combine colors or patterns that harmonize with the local aesthetics.
The second one is a special customization store, such as China’s Xuhui Shanghai store
that opened in 2021. Although indeed IKEA has its global standardization of the in-
store architectural design, they provide customers more freedom on where would like
to shop while still maintaining the guided route of the store. China also had their first
mini-store in 2020, the “IKEA City” located in Shanghai, which includes about 3500
items on display, and customers can also access another 6000 items through the digital
platforms. I believe it is good for China to increase the convenience, accessibility, and
flexibility for consumers due to the fast-paced living in highly urbanized Chinese cities.
They are trying to build an omnichannel shopping experience.
The third one is the cafeterias. China’s IKEA store also serves localized dishes, for
example, they have dim sum dishes in Guangdong, or Sichuanese hotpot in Sichuan, or
traditional Chinese New Year puddings in the Chinese New Year holiday. While IKEA
tried to do local dishes, they also tried to give the Swedish, or Nordic spin to their dishes
as well.
思穎:我先對臺灣的部分做一點我想做的補充,然後一樣稍微總結一下這一題。
針對臺灣的部分,我覺得臺灣消費者蠻精打細算的,就是他們可能不願意花很多
錢在家具上,可是同時又想要在預算之內過得有質感,所以我覺得跟 IKEA 想走
的策略是蠻近的。包含前面有講到,我認同說 IKEA 在家具商品的部分,在臺灣
其實是沒有什麼在地化的,基本上應該跟其他地區差不多。那食物的在地化部分
我也非常認同,而除了食物之外,我覺得臺灣人好像比其他地區更喜歡 IKEA 出
的娃娃,就是不管是 IKEA 鯊魚還是其他東西,大家好像非常的喜歡,所以如果
你去看 IKEA 在臺灣的一些行銷模式、他的粉專之類的話,其實透過娃娃來進行
行銷的部分其實蠻多的,所以這應該也算是一種在地化的呈現。
所以總結而言,如果要分成中國跟臺灣兩部分來討論的話,中國的層面應該是他
們因為價格等因素,導致如果他們做標準化的話,就沒有那麼有優勢,所以他們
是以在地化去做競爭。那以臺灣而言的話,臺灣在家具方面是標準化,但是在其
他方面比如說他們的餐廳,以及一些行銷手段是以在地化來因應需求這樣子。
佳霓:我覺得最明確的,就是各個館內的配置其實非常相似。就像大家的經驗一
樣,進去一定要瘋狂的繞,才會進到取貨區,最後再結帳,讓他們把想要展示的
家具,像實體的型錄一樣被看過一次。除了館內的配置之外,附屬的區域其實也
很類似,包括食物區,還有親子區、球池區等,也都是很多店會配備的。基本上
大部分的店都是先到高樓層開始一路往下逛,然後最後可以推東西從一樓或是從
地下室出去,我覺得他們做到全球店鋪的內部動線都差不多。
華妮: One of the most important management mechanisms is efficient supply chain
management. IKEA has a “production flexibility and responsiveness” concept, which
includes: First, finding low-priced materials that have good quality. Second, fhey don’t
buy products, they buy production capabilities, and this results in searching for non-
typical suppliers as alternatives. Third, fhey developed long-term relationships with
suppliers, which encouraged suppliers to invest in them and it also led IKEA to drive
down manufacturing costs. Additionally, they have exceptional logistics and warehouse
management.
IKEA employs in-store logistics managers who oversee inventory-related processes
such as monitoring deliveries, sorting goods, and directing them to the correct locations.
Each IKEA store has a showroom on the upper floor where customers can see and feel
products, with more than 9000 items in stock. Each item is assigned an article number
and aisle or bin location to help customers locate items in the warehouse. However,
one-third of the warehouse is designated for bulky items that require staff assistance to
retrieve.
之懷:佳霓剛剛有說到就是他們每一家店的配置都差不多,那其實像是這些規則,
IKEA 他們有編寫很多的指南跟手冊,每一家店的主管都會有一套,然後每一個
員工也都會有最基本的一本,確保 IKEA 裡面的每一個員工他們對於譬如說店內
展示啊,一些必要的家具元素,還有藍黃的配色,甚至到他們統一的問題解決 SOP,
這些他們每位員工都有這些知識的共用。他們蠻強調知識的共用,不管是上對下
的規則傳遞,或是下對上的像是分公司成功的經驗然後分享給整個集團,知識的
共享是他們蠻重要的一個管理措施。
之懷:我記得在老師補充的那份資料裡面有提到,IKEA 定期會開一個會,就是
各個分公司的人都會來一起討論產品項目,並且把各地的經驗分享給彼此。除了
前面講到的手冊,這個定期會議也是重要的知識共享流通。(找到了!在 jonnson
& foss jibs 那篇,第 16 頁第二段)
芸瑄:跟前面講得差不多,產品跟店鋪內部設計、生產、採購和問題解決的標準
流程這種基本架構由瑞典總部管理,開新店時會讓瑞典方的代表來教學,每個地
區還會找其中一間店當成這個地區的學習標準,所以基本的一致性和效率是很高
的。但是定價或是除了規定招牌產品之外還要賣什麼是授權當地團隊做決定,有
一定彈性。我也覺得另外一個效益很大的他們的內部知識網系統,尤其是橫向知
識交流這部分,下到上的意見表達可能有些企業有,但跟別的企業相比橫向交流
這點就真的比較特別,像他們離開歐洲到文化差異很大的地區時,有這種系統就
可以各地互相學習參考,尤其是每個在地團隊他們是真正知道自己地區的特性跟
問題在哪的人,他們自己知道可能要參考什麼地區,所以有這種系統可以更對症
下懷解決問題。
6. What was Ingvar Kamprad’s role in IKEA’s development and its internationalization
process? What challenges lie ahead for IKEA? Recommend what course of action his
successors should follow in order to deal with them
華妮:First, Kamprad and his view of life was implemented in the creation of IKEA.
Kamprad has hands-on leadership. His leadership style pays attention to micro-business
details; in other words, he is most likely involved in day-to-day operations in business
at all levels. For example, he likes to visit stores, maintain close relationships with
suppliers, engaging with employees. Ingvar Kamprad is always known as a visionary,
and he has this vision, “To create a better everyday life for the majority of people.” It
turns out that he has a greater goal and intention to prioritise what they can contribute
to society first rather than just making a profit. I believe it is also the reason why
Kamprad focuses on the human aspect, the individuals, which reflected on the
innovative strategies and internal culture and management of IKEA that he created,
such as simplicity, attention to detail, and cost-consciousness. Kamprad’s “Testament
of a Furniture Leader,” is some kind of guidance which describes rules and methods
that make IKEA a unique company.
The guidance is not written in very specific details so the flexibility in the corporate
practices remains. Well, Kamprad is also known for his knack for innovation and
problem-solving – that is why he encourages employees to think creatively and
challenge conventional wisdom. He also collects ideas aspirations, and suggestions
from staff across the organization. Maintaining a close relationship with a variety of
stakeholders is also important. Even without the Kamprad itself, the “spirit” of IKEA,
I believe that IKEA should maintain the company’s spirit itself and commitment as well
as navigate potential cultural differences and regulatory challenges. Keep persisting on
Kamprad’s guidance in how to do things, which is reflected in the company’s culture.
Second, keep the valued input from employees at all levels of the organization, which
may involve implementing systems for collecting and evaluating employee suggestions
and fostering a collaborative work environment where new ideas are welcomed and
supported. Third, make benefit from the rise of e-commerce and digital technology,
because businesses must continue to innovate and adapt their business model to meet
the changing needs and expectations of customers.
佳霓:我自己看完整個個案的心得是,這個創辦人他就是個非常有洞察力跟商業
的遠見,看下來他做什麼決定都大成功。我覺得這樣子對於 IKEA 的挑戰是,即
使創辦人不斷強調這是個組織文化建立起來的快樂公司,但其實很多點子都是他
一個人想出來的。我自己會覺得,他繼任的執行長或是高層,應該體認到創辦人
所在的年代跟現在,其實環境還有變動性都已經非常的不一樣了。現在的重點應
該是去追隨著時勢潮流去因應,那我覺得很不容易的就是,他有很多很新潮的小
編,就踏上 IKEA 跟年輕族群、一些社群上的用戶距離拉得很近,會讓大家覺
得 IKEA 是一個有活力的地方,不只是一個冷冰冰的家具店。
希耘 : 1.角色 : 是個親民能鼓舞人的上層,每當他拜訪一間店時,他都會與每個
員工握手、讚美幾句、提供建議或鼓勵,這個經驗讓動力維持數周,員工都會告
訴自己的家人朋友 Ingvar 和自己握手。
2.挑戰 : 在之後的幾年,發展程度最佳的國家的中階年齡和收入的人預期會上升。
而 IKEA 鎖定的市場區隔「年輕、中低收入家庭」將會萎縮。另外,文章中有提
到最大的擔憂是 IKEA 的快速成長以及地理擴張會讓維持公司文化價值變得困
難,且成長限制有很大一部份是「人」。
3.可以開始思考鎖定的市場區隔是否要那麼侷限,以及公司文化價值如何在快速
的成長擴張下如何有效的鞏固。