Submitted by: Submitted by cpatgplay
Views: 10
Words: 2648
Pages: 11
Category: Business and Industry
Date Submitted: 07/10/2016 04:30 AM
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To Create a Better Everyday Life for the Many People
ÒOnce upon a time, a long, long time ago we decided that, instead of making
furniture for people with fat wallets, we would side with the majority of people
instead and offer them a better everyday life. We decided to offer a wide range
of home furnishing items of good design and function, at prices so low the
majority of people could afford to buy them.Ó Ingvar Kamprad.
Many successful businesses stem from one simple good idea. Someone with
a bit more vision than average spots a gap in the market. He or she notices that
existing producers are failing to provide the benefits that consumers are really
looking for.
This case study focuses on a particularly successful business idea which
resulted in the foundation of IKEA, one of the largest home furnishing
companies in the world. It examines IKEAÕs vision/mission statements
and considers how consumer needs can be met.
In many ways, IKEA was a forerunner in pioneering concepts which are
becoming increasingly important in modern business. These include:
q ethical business practice
q
providing a fair deal for and being led by consumer needs
q
empowering employees, so that they feel a part of the company
q
responsibility to the community in which the company operates and to
the wider community.
Starting out
IKEA started in Sweden over 50 years
ago with one manÕs vision. Ingvar
Kamprad, the founder of IKEA, asked
the questions:
q ÒWhy are nice homes only
possible for people with a lot of
money?Ó
q
ÒWhy shouldnÕt everybody be
able to afford a nice, functional
home?Ó
q
ÒWhy does furniture have to be
so expensive?Ó
q
ÒWhy is there no one offering a
wide range of home furnishing
articles of good form and function
at prices so low that the many
people can afford them?Ó
Ingvar Kamprad wanted to help create
a better everyday life for the people in
the area of Sweden where he lived. He
was brought up...