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Maurice van Tol


11:02, 20/1/2012 .. 0 comments .. Link

Focus on cheap furniture and furnishing products, they are the biggest brand in this area all over the world.
The company is started in 1943, he was only 17 years old and he has saved some money for small
farmers to sell in the neighborhood. He called his company Ikea, why Ikea because his name is Ingvar Kamprad so he choose his first letters I.K. and the next 2 letter are from his village and farm where he was growing op; Elmtaryd en Agunnaryd, this is how Ikea originated.

In 1953 he opened his first shop in Älmhult, Sweden.
And now Ikea is growing very fast they opened in 1978 a shop in the Netherlands in Sliedrecht. In 2009 Ikea had around 303
affiliates over 37 countries. The most of their affiliates are in Germany with 44 affiliates. In the Netherlands they have only 12 affiliates. But the most important affiliates in the Netherlands is the Ikea in Delft, because there is also an international training center for franchisees.

Which marketing strategy they use

Well everybody know Ikea of easy to assemble furniture and their cheap prices.
One of their biggest marketing system is the catalogues from Ikea, they send every member of Ikea every year a catalogues with all products they sell and you can order them by phone.  Also they use a customer card, that’s also a nice idea because you only get discount if you have a customer card, so customers are almost forced to take one. I think Ikea is a very good business for people who don’t have a lot of money and are not very technical. And also
Ikea is a fun trip for people because it is so big.


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