The IKEA furniture and objects are known to be practical, interchangeable, colorful and popular among young people and those with small houses. Yusen Hu, student at the University of Miami, constantly traveling by road, and he believes that "the greatest advantage is the ability that can pack your furniture and bring with him easily disarm and re-arm". Today IKEA kitchens includes its popular, as attractive as economic, bathrooms, closets and countless environments from the bedroom to the living rooms. The products are lightweight and innovative solutions to unexpected (some high-tech). Not only with them, perhaps more importantly, contemporary and extremely affordable but cool environments are achieved.
The IKEA story begins in 1943 in the area of Smaland, in the Scandinavian country of Sweden. The name IKEA comes from the initials of its founder, Ingvar Kamprad (IK) and the first letters of Agunnaryd Elmtaryd region (where the EA is derived). This area is the farm and village where its founder lived. The then young Swedish farmer, age 17, started a business selling items in the mail with the idea of selling items that covered various needs at affordable prices. That was how it started selling pens, wallets, picture frames, watches, jewelery and nylon stockings. In 1947 he expanded his business to selling furniture and four years later published his first catalog designs own IKEA furniture. Since then he concentrated exclusively on home furnishings. The catalog to date, became a symbol of the company and its main marketing channel.
In 1953 only sold by catalog but competition led to a price war that threatened the quality of the product. With the idea of achieving a closer relationship between their products and customers choose to open its first showroom in Almhlt, southern Sweden. Currently the headquarters is precisely Almhlt, Smaland, under the control of the Kamprad family.
Småland is located in a rocky region where it is almost impossible to grow. Its inhabitants traditionally learned to invent. The ingenuity was necessary for survival and improve quality of life. They also failed to recognize the inevitability of teamwork and use all available resources they could find along the way. These early teachings served to begin the IKEA concept, working together and developing the ability to find a solution to almost everything, including the shipment of the products. The production model of the company today is studied in business schools. The method of manufacturing and marketing came to be so successful that most of the products it sells are separable, may be transported in flat packages and uniforms in order to lower prices and production costs. This type of furniture called RTA (ready to assemble or ready for assembly) is used on all products that require assembly prior and include instructions on how to assemble it.
The IKEA concept assumes that prices are affordable for many not just a few and is achieved by combining the function, quality, design and price. This philosophy remains valid through the store and includes from design to packaging and distribution. The concept includes what they call "the process of democratic design" where all collaborate to customers and the merger is based on achieving cost savings; although it is noted that no manufactures IKEA furniture but has thousands of contributors.
Innovations include a broad knowledge of human nature. They have scrounged the achieving the near impossible: to entertain children while parents shop. Among colors, materials that shine, items to draw, to play miniature kitchens, some seem to be in a small party. Another group who is able to attract families to come together and also entertained with a number of virtual computers that produce drawings of how serious your dream kitchen.
Because there's something for everyone there are bathrooms, windows, all types of games room and living rooms, a huge display of quilts, blankets and cushions. The decorations for the table and serve the department lights are one of the most frequented and culminating already have their own air conditioners. And, if it is reasonably priced, what more could you ask?
"Our vision is to create a better world for all day and produce to improve the home life of an affordable way," says Mikael Ohlsson, President and CEO of IKEA. •
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