The Background Of Ikeas Operations Management Marketing Essay

The core procedures of IKEA are creating high quality products but provide an affordable price. The highly competitive environment causes furniture industry attempt to seek a lasting procedure management. The difference between IKEA and other furniture retailer's procedure strategy is they provide added value from suppliers to clients to appeal to customers. IKEA is famous for its custom-made service, for example, the free tape procedures and pencils, a particular area to supervise children and in-store child-care. IKEA also sell Swedish products and also have a restaurant. These extra value make customers choose to spend longer the perfect time to shopping, its cause an functions extend, quite simply, based on the middle-class requirement, IKEA apply fair procedures management method and incorporate with fashion designs, quality, and affordability together.

Core operations

There are some activities can be thought to be indicates of IKEA core operations. To begin with, the procedure design means offer effective and efficiency circulation for the customers layout, at the same time, the custom made of IKEA reduce products cost through flat-packed method. It called product design. Second, IKEA always training their employees to inspire them, ensure the staffs in IKEA have self-consciousness to work hard. This procedures management way can be distinct as job design. The source network ensures the area can be utilized completely. IKEA provide deliver service as well, it can improve customers satisfaction and bring more convenience to them. According to the fluctuation of needs, capacity management play a vital role to adjust the supply. There still have other businesses to preserve IKEA development, if the business cannot operate well, the modifications of procedure will bring about bad result. That procedure management are belonging to the marketing and sales activities. The boundary of IKEA procedures can be separated into three parts, the marketing and sales, the service and product development, the previous is the operations (Slack, N. , Chambers, S. & Johnston, R, 2011).

4-V model

IKEA Company operating range has been widened to the planet, and has its own operating characteristics. In most cases, IKEA has an extremely large parking great deal, IKEA the majority of the site near to the intersection of the highway, so bring plenty of traffic. In fact, a lot of IKEA's design to be able to accommodate more products and therefore bring more benefits to the IKEA business area, which led to the company must pay high local fees and management fees, as the creation of furniture retail providers also have to take into account the cost. Because of this, only the good sales and a large number of sales of products can ensure even business procedures management.

IKEA and other retail furniture stores also sell many sorts of furniture retail products. For instance, as well as the furniture like furniture, sofas and cabinets, IKEA will also sell some small pieces of items, kitchen appliances, family items. IKEA's features are that a lot furniture can be split into smaller parts, customers can pick their favorite products with and assemblage, thus increasing the variety of goods to meet customer demand more humanize. For example, when customers choose bookshelves, they can choose different bookshelves gate based on the tastes of the consumers themselves to mix. Customers to buy good items and checkout a few of the furniture from the carton presentation, IKEA will provide some other presentation ways to protect the goods. IKEA has standardized service functions (Slack, N. , Chambers, S. & Johnston, R, 2011). From the selection of merchandise to the finish purchase has unified management. At the same time, when customers are not satisfied with the goods purchased, IKEA will provide standardized return.

IKEA will welcome more customers on weekends because so many retail businesses, customer volume will change frequently, but this happening is entirely predictable, so IKEA will offer with the challenge, IKEA will retain the services of more employees to service consumers. IKEA's brand image motivates consumers to self-service so no excessive professionals. Operation management method and compared to traditional retail furniture store, IKEA helps you to save human resources, reduce costs and seek the services of some part-time employees on the weekends.

Finally, the relationship between IKEA and customer unlike other furniture retail enterprises, in order to minimize the price tag on selecting, IKEA only occur some specific point or checkout personnel to provide consumers. IKEA operations management decides the buying habits of consumers. Customers choose their favorite products, and gauge the furniture style that might be suitable for the home. IKEA each region will have a particular service indicate provide professional services to provide customers with complex and professional advice. The rest of the purchase process is completed independently by the buyer from the choice to the cargo on the trolley to the checkout, in fact, the probability is suprisingly low, consumers and business connections. Consequently, equate to the other retail shop, IKEA have more specific training for employees.

Strategic objectives


Staff costs, delivery cost, technology and facilities cost, IKEA's shop always the warehouse. In terms of price, IKEA using low-cost operation and management method, is to continue to reduce costs, and therefore lower prices, IKEA's brand image isn't just limited in wonderfully designed, useful product, but also should allow more consumers can afford, so that the majority of folks and not just a little group of individuals can enjoy a better life. After all, spend much money will be able to meet a few requirements in order to earn the trust of consumers. To this end, IKEA put great focus on the operation and management of low-cost strategy. The low-cost strategy is IKEA's main operating strategy, IKEA has unconventional meaning. Home furniture, cost control or other operating actions, in the final analysis, are targeted at IKEA low-cost functions management and service.


Quality takes on a vital role to influence consumers' satisfaction and dissatisfaction. If the quality of IKEA can be assured, it doesn't need more time to replace the errors, at the meantime, the improvement of quality can increase output and lead to stability. For IKEA, quality could mean the merchandise is reliable, the IKEA store is clean and tidy. The service staffs are friendly and helpful (Slack, N. , Chambers, S. & Johnston, R, 2011).


IKEA seeks to keep customers fully informed of how and when they'll get the merchandise you've chosen to buy. Customers know about what can and cannot pick up at the store, how they have to ask, how long will it take to occur and the delivery options or collection with when available. In this way both parties are obvious about your prospects and opinions to others. IKEA provide on-time personnel service to the customers who need to help, and keeping to sensible queue times. IKEA also offer constant availability of auto parking, on-time delivery makes customers believe that IKEA can be respected.


IKEA seeks to keep its customers fully prepared of how and when they will get the merchandise they have chosen to get. Customers are made aware of what they can and cannot grab waiting for you, how they have to order it, how long it will require to arrive and the delivery or collection options they have when it is available. By doing this both parties are obvious on their targets and comments one to the other (Lowson, R, 2002).


For IKEA, enough time between your consumer requiring a product and locating the accurate position is participate in the rate management, the time to provide furniture from warehouse to customers' house. IKEA wants the customers can directly pay removing the goods very quickly. IKEA store design have a minimalist technique to design the shop, so that consumers can complete the shopping process within the shortest possible time, of course, will provide a good service.



Customers' satisfaction

Flat packs/assembled furniture taken to customer home

Input resources

Transformed resources

Raw materials

All items of furniture/ home ware: small basket items; flat pack items in the self-service warehouse; special items


The change process

Transforming Resources

Aesthetic displays


Trolleys and equipment

Checkout equipment


Have a look at staff

Staff on information points

The recycleables belong to the primary sectors. It really is extracts or builds up natural resources such as timber, agriculture, mineral deposits or engine oil. The extra sector is the manufacturing, it makes use of extracted primary materials to make, manufacture or develop completed goods. The circulation and retailer participate in the tertiary sector. They provide the services had a need to meet the needs of the end users, for example through retailing, distribution, insurance and customer services (Lowson, R, 2002).

IKEA inside suppliers are divided into three levels. With IKEA high grade to be able to grow jointly, and totally support the concept of IKEA, have many years of cooperative enterprise. The next category is some business ability to attain IKEA requirements, but enterprises are prepared to improve their own quality goods or services together with IKEA. The third category is has its own idea, and IKEA greater gap, also cannot surge. As some suppliers can only just achieve the ultimate price, cannot improve on the product quality.

Many IKEA products are low value but high size products. Travel costs are a great deal of products, rendering it important or companies reduce the price tag on transportation, managing and storage space, IKEA has motivated the total cost of a whole lot of low-value products, many use the space due to abnormal packaging design fill cell. Large products are packed with air, and for that reason have a great deal of unnecessary space during transport and storage. The merchandise always have a different weight and size in order to fill the transport device. Promote the suppliers mixed up in development in some cases, the creation process has proven to be more expensive. Value the original price of the product, although investment. Need to make a fresh packaging technology. The introduction of packaging can ensure that mid-air no more than possible to keep the package as it can be.

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