{"id":1338,"date":"2015-12-05T18:56:29","date_gmt":"2015-12-05T23:56:29","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/the-ikea-concept-more-than-just-a-good-meatball\/"},"modified":"2015-12-05T18:56:29","modified_gmt":"2015-12-05T23:56:29","slug":"the-ikea-concept-more-than-just-a-good-meatball","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/the-ikea-concept-more-than-just-a-good-meatball\/","title":{"rendered":"The IKEA Concept: More than just a good meatball"},"content":{"rendered":"

As students, I\u2019m sure most of us are familiar with the surprisingly affordable, yet frustratingly complicated, Ikea furniture.\u00a0 But for those who may not
\nknow, Ikea is a Swedish home furnishing company known for their broad range of products at affordable prices (an\"ikea\"d delicious meatballs).\u00a0 Ikea prides itself on its unique designs which combine function, quality, and value in all steps of the manufacturing and delivery process.\u00a0 Ikea is able to support its business model through its operations by including low cost design in all aspects of its supply chain, its organizational focus on delivering core capabilities, and its ability to get retail shoppers back to brick and mortar stores.<\/p>\n

 <\/p>\n

Together we save money<\/strong><\/p>\n

Ikea believes that good designs should be available \u201cfor the many, not the few.\u201d [1] To do this, Ikea decides on the price tag first, then develops functional products to meet that price point. This practice motivates Ikea engineers to find innovative design solutions to keep costs down while still offering a broad range of products that people need.\u00a0 Another manufacturing advantage for Ikea is its extreme size; as the world\u2019s largest furniture retailer, they have incredible buying power which allows them to use low cost materials.<\/p>\n

\"flat<\/a>Ikea engineers have also expertly designed product packaging.\u00a0 For example, \u201cflat packs\u201d were invited by an Ikea product designer in 1956. [1] When Gillis Lundgren attempted to pack the LOVET side table into his car, he had to saw the legs off to get it to fit. He then invented the flat pack which dramatically cut shipping and storage costs while improving the ease of transportation.\u00a0 Additionally, Ikea\u2019s assemble-it-yourself policy drives costs down; in a way Ikea has been using\u00a0its own\u00a0customers as free laborers.\u00a0 Through these types of innovations and cost saving techniques, Ikea has kept pricing inexpensive without seeming cheap.<\/p>\n

\"lovet\"<\/p>\n

 <\/p>\n

\u00a0<\/strong><\/p>\n

 <\/p>\n

 <\/p>\n

Align on capabilities that matter most<\/strong><\/p>\n

Great companies are able to identify the most important capabilities that will support their operating and business models.\u00a0 Every company can\u2019t be great at everything, so honing in on the distinct capabilities that are right for that particular business allows for more efficient spending and better results. \u00a0At Ikea, they have focused on four primary capabilities for their cost leadership strategy. [2] Ikea has clearly linked their business unit strategies to low pricing, which motivates management to make decisions based on customer price. \u00a0Additionally, Ikea\u2019s clear focus on supplier relations translates into better pricing and higher in-stock levels.\u00a0 To make this capability a reality, Ikea located many of their procurement teams closer to their strategic suppliers to improve relationships and meet supplier goals.<\/p>\n

\"bain<\/p>\n

 <\/p>\n

Retail stores, more than just meatballs! <\/strong><\/p>\n

\"ikea-store-map\"As digital shopping becomes ever more popular, it is incredibly important to draw customers into existing retail stores.\u00a0 Ikea stores are much more than a retail space, they are an entertaining experience.\u00a0 The maze-like layout ensures you see all of their product offerings (many items are displayed multiple times throughout the showroom) while going on a fun adventure. [3] The food court and the kid\u2019s playroom make shopping as a family much more accommodating and influences families to choose shopping at Ikea over other retailers. [4]<\/p>\n

By making retail shopping a fun experience, Ikea is able to justify the high fixed cost locations by bringing a high volume of people through the doors.\u00a0 In fact, even as the economic downturn was hitting retail hard, Ikea chose to continue investing in their retail stores.\u00a0 Ikea wants people to \u201cfeel at home\u201d in their stores and uses this philosophy to deign their stores in a welcoming manner. [4] Most recently, Ikea has been testing smaller stores in city locations under a \u201cclick and collect\u201d model.\u00a0 They believe customers will buy online and pickup their orders in these smaller retail locations.\u00a0 Ikea is using these test locations to \u201cfind out more about how customers want to shop with Ikea in these areas.\u201d [5] By better understanding how their customers choose to interact with their websites and retail stores, Ikea will be better able to serve and support their consumers.<\/p>\n

Ikea is able to expertly support its business model through its operations by executing a low cost model throughout its supply chain practices, by focusing on the right set of core capabilities, and by continuing to invest in their retail space.\u00a0 Affordable prices, modern designs, and hot meatballs, what more could you ask for?<\/p>\n

 <\/p>\n

Links<\/p>\n

[1] \u00a0\u00a0 http:\/\/www.ikea.com\/ms\/en_US\/this-is-ikea\/the-ikea-concept\/<\/a><\/p>\n

[2] \u00a0\u00a0 http:\/\/www.bain.com\/publications\/articles\/winning-operating-models-that-convert-strategy-to-results.aspx<\/a><\/p>\n

[3]\u00a0\u00a0\u00a0 http:\/\/www.therobinreport.com\/is-ikea-the-most-influential-retailer-of-the-past-25-years\/?utm_source=The+Robin+Report&utm_campaign=e9f0db9d5e-Is_IKEA_the_Most_Influential_Retailer_1_14_2015&utm_medium=email&utm_term=0_e90268c709-e9f0db9d5e-201770281<\/a><\/p>\n

[4]\u00a0\u00a0\u00a0 http:\/\/www.forbes.com\/sites\/deniselyohn\/2015\/06\/10\/how-ikea-designs-its-brand-success\/<\/a><\/p>\n

[5]\u00a0 http:\/\/money.cnn.com\/2015\/11\/17\/news\/companies\/ikea-store-london-click-and-collect\/<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

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