" IKEA has as a fundamental standards to work in the same way and be identified in the same way in every country. This gives operational advantages and makes it possible, so it will be argued by simply senior managing, to keep prices low and attractive to get as many people as possibleвЂќ (Steve Burt; Ulf Johansson; Asa Thelander, 2010).
Everyone knows IKEA is a famous and have an extended history international furnishing merchant in the world. Their open design show room and space display break the traditional sales method. " But if you shop for IKEA, you are no hesitation familiar with the trouble and frustration of putting together its flat-pack furniture at home. Millions of consumers endure that, for two causes: IKEA's products are trendy and they are very, very cheap. вЂќ (The Economics, 2011)
Which approaches make IKEA build strong in this industry? How IKEA do buyer will select IKEA because their first choice whenever they need to enhance their home? What IKEA do for their consumer? Does IKEA do well upon its manufacturer development and marketing strategy?
The following will through the Customer-based brand equity style, brand identification prism, advertising mix unit to warrant the company brand development decision and to measure the role of marketing mix of the corporation.
IKEA's inaugurator, Ingvar Kamprad, started out IKEA organization in 43. After 10 years, he opened up the initially furnishing display room. Nowadays, IKEA owns 298 stores in 21 countries (IKEA, 2013).
IKEA enter global market by two components which are low cost and north European design. At the same time, IKEA emphasizes that вЂDo This Yourself', and вЂSystematic Purchase'. " To create a better everyday life for the countless peopleвЂќ (IKEA, 2013). The aim of IKEA production design arranged as вЂall living furnishing product', item design items towards the вЂDo It Yourself' module. The key purpose is always to lower the merchandise price, client bear portion of the assemble work, at the same time they can enjoy the fun of set up.