Statement of Strategy for IKEA
Founded in the 1940s in the region of Småland in southern Sweden, Ikea is the world’s largest furniture retailer that specializes in stylish but inexpensive Scandinavian designed furniture. ... Ikea’s concept is quite unique, offering a wide range of ready-to-assemble home furnishing items of good design and function, excellent quality and durability, at affordable prices (IKEA 1994). Ikea’s furniture comes boxed and must be assembled by the customer themselves i. ... To facilitate shopping Ikea provides catalogues, tape measures, shopping lists and pencils for writing notes and measurements. Ikea’s success is based on the relatively simple idea of keeping the cost between manufactures and customers as low as possible. This success is achieved by the strategy employed by Ikea, which is to set the price of their products first.