-IKEA was founded on 1943 by

Ingvar Kamprad in the Small Swedish

town of Almhult. 
-First store was opened officially in 1958. 
-IKEA has achieved its success through the legendary IKEA business
model. 
-Kampard’s philosophy: Improving the everyday life of people by
making products more affordable
“To create a better everyday life for the
many people.”

"To offer a wide range of well designed,

functional home furnishing products at prices
so low that as many people as possible will be
able to afford them."

10 core Values
CORE VALUES
Humbleness
and Willpower

Caring for
Togetherness people and
planet

Cost-
Simplicity
consciousness

IKEA
Striving to meet Renew and
reality improve

Lead by Different with a

example meaning

Give and take

responsibility
1951 1954 1967 1981

1983
This was adopted in 2009 and shows no
sign of retirement being revamped in 2014 –
slightly. The only sad thing is that the
tagline only translates in the English
speaking world, but interestingly, is
appreciated and recognized all over the
globe.
 Design, function, and quality at low prices



 Unique design 
 Inspiration, ideas and complete solutions 


 Everything in one place 



 “A day out”, the shopping experience 



According to Anders Dahlvig: Most competitors focus

on one or at most two of these customer needs…The
real strength of IKEA lies in the combination of all five
 • Known to be the world’s largest furniture dealer which sells
over 10,000 different home products
• Product range meets the standard of every people, offering
products for every part of the home at affordable prices that
as many people as possible can afford them
• Hard-wearing, easy to live with and a space saver- can cater
to the hearts of almost all ages in IKEA
• Eating • IKEA FAMILY products
• Desks • Kitchen cabinets &
appliances
• Mirrors
• Children’s IKEA • Lighting
• Cooking • Small storage
• Bathroom storage • Sofas & armchairs
• Beds & mattresses • Storage furniture
• Chairs • Tables
• Clothes storage • Textiles & rugs
• Decoration • Tools & hardware
• Flooring • TV stands & media
solutions
 IKEA’s vision is “to create a better everyday life for the many
people”.
 This explains why IKEA has a very low price range.

 To offer customers with “prices so low that as many people as

possible will be able to afford them”
 Strategy folowed by IKEA

Price

Quality
• IKEA uses a catalogue as their main marketing tool which amounts to 70% of the
company’s annual budget.
• Inside the catalogue are the different products that are offered in IKEA and the
price of each product.
• Another form of their promotions is the release of viral videos in YouTube
featuring a certain product and its features and convenience compared to other
products.
 Promotional tools

I II

Television Internet Radio Billboards Events Sponsorship

On Facebook

On Twitter
The distinctive orange card is free of charge
and can be used to obtain discounts on a
special range of products found in each
IKEA store. In particular, it gives 25% off
the price of commissioned ranges of IKEA
products on presentation of the card. The
card also gives discounts on food
purchased in the restaurant and the
Swedish Food Market. In conjunction with
the card, IKEA also publishes and sells a
printed quarterly magazine titled IKEA
Family Live which supplements the card
and catalogue. The magazine is already
printed in thirteen languages and an
English edition for the United Kingdom was
launched in February 2007. It is expected
to have a subscription of over 500,000. 9
In Republic of Moldova, there is no Ikea shop, but there are a lot of other ways of buying
from IKEA. These are commanded and imported from different countries, but most
often from Romania.
The order is done online, on livraremoldova.eu web site. Products are chosen from IKEA
catalog, next step is to complete an online form with some info lika product’s code,
delivery adress, phone number, e-mail. This program allows sales at every Ikea Family
products

Prices are mostly accesible. Generally, Ikea strive for lower prices and High quality and a
wide range of choices. That’s why, prices for an office chair starts from 20$ and goes to
400 $. Another example is a double bed. In that case, prices starts from 200$ and goes
to 700$.
5 ARTICLES ABOUT IKEA
Source: CNN
Source: Foxnews
Source: Foxnews
Source: Foxnews
Concluding about what does mass-media public about Ikea, we
can say that generally is a positive atittude toward it. There is
no negative advertising, but even the opposite, and as a
example is the news about the member of the Royal family, Kate
Middleton who said that she have some Ikea furniture.
Other positive influece about Ikea is the hundreds of articles about
Ingvar Kamprad’s death, the founder of this big phenomenon.
So, there is no negative influence from the media. Mostly is about
news or some interesting facts.
 Currently 315 IKEA group stores in 27 countries. 
 IKEA was operating 158 stores in 29 countries
 Recycled 11 million 0.5 L PET bottles
 194 000 employees (co-workers) 
 2.3 billion IKEA website visits
 €28.7 billion sales turnover
 38.3 billion Euro profit

Based on activity from 2017