关于宜家的战略资料(中英文).doc

Strengthso IKEAs flat packaging reduces costs and makes it easier for customers to transporto The company culture matches its external mage-pragmatic, cost-saving sensibilitieso Product design-sleek minimalist design is popular in Europe gained popularity in the U. S.o Strong in-store experience-unique, experiential, modern theme parkso Brand reputation-in America people lined to get into newly opened stores宜家的平板包装降低成本，使客户更容易运输澳企业文化相匹配的外部法师，务实，节约成本的敏感性o产品设计优势，时尚简约的设计，风靡欧洲得到普及，在美国强大的店内体验，独特的，体验式，“现代主题公园”品牌声誉，在美国，人排队就可以进入新开的店Weaknesseso Foreign company trying to sell to an American audience-its difficult to understand American attitudes and tastes if youre not from the countryo Niche market-the minimalist design doesnt appeal to everyoneo Too strong of an emphasis on cost-saving could lead to cutting comers and negatively affecting safetyo Product and style selection is limited.弱点外国公司试图出售给美国观众，这是很难理解美国的态度，如果你从这个国家是没有的口味利基市场的简约设计并没有呼吁大家过于强烈的重点放在成本节约可能导致切割来者不拒，并产生负面影响安全o产品和款式的选择是有限的。Opportunitieso The budget shopper market is growing, especially among college students and in metropolitan areaso In-store restaurants are popular, having grown to be the nations 15tllargest food chain in Americao Now that product design has been tailored to American preferences, there is an opportunity to add bonus services to increase customer service and satisfaction机会预算购物者的市场在不断增长，尤其是在校大学生和都市区o在店内的餐厅很受欢迎，已经成长为美国全国15tllargest食物链现在的产品设计已针对美国的偏好，有机会加入“奖金”的服务，以提高客户服务和满意度Threatso Plenty of Competition. The furniture retail segment is highly fragmented and IKEA is flanked by competitors in high-end specialty retailers and low-end discount detailer s.o Discount detailers sell on basis of price, bringing down margins and making it difficult to stay profitable.IKEA wants to have 50 stores in operation in the US by 2013 and needs a strategy to sustain its growth.威胁？大量比赛邻。家具零售业务是高度分散，宜家在高端专业零售商和低端折扣详图竞争对手两侧。折扣详图销售价格的基础上，将降低利润率，因此很难保持盈利的。宜家希望有50家在美国经营，到2013年，需要一个策略，以保持其增长。alternatives focus on customer serviceo Add more services to enhance customers experience (e. g. Home delivery, interior design consultants)o Implement a customer relatiot3ship management (CRMI) system Io track current customers and communicate with them. Build up customers over a lifetime, Keep Scandinavian brand and focus on correct placement of storesConcentrate stores in metropolitan areas, where apartments are smaller and the population more transiento Concentrate stores m college areas with the budget-focused studentso Continue clever advertising to create demand备择方案专注于客户服务添加更多的服务，以提高客户的体验（如送货上门，室内