IKEA : analyse de la campagne internationale de communication

Almost everyone has already been in an ikea store, indeed everyday the 250 ikea branded stores receive more than 1 million visitors. So we can wonder how does this brand in yellow and blue succeed so well in a market where there are so many competitors? What do its stores have more than the others do?
ikea has been created in 1943, in Sweden; its name comes from the initial of the creator Ingvar Kamprad (IK), followed by the initials of the name of the farm and the village where he grew up, Elmtaryd and Almühlt (EA). His goal was to sell some furniture at a low price. Nowadays, we can take a census of over 250 stores all over the world; they sell low-price products, including furniture, accessories, bathrooms and kitchens in retail stores. While the core business is selling home furnishing, the company also develops and purchases its products in relationship with suppliers.
Nowadays, 250 ikea stores are implanted in 34 countries or territories. The 2006 turnover is about € 17.3 billion (from 09/01/2005 to 08/31/2006), representing a growth of 336% in 10 years. ikea group employs 90 000 people that work in 44 countries. Those co-workers work in the stores (79,800 employees), in the products development service, in the purchase and stock services and in the ikea subsidiary company Swedwood that takes care of the production.