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1、 Ray WongOutlineHistoryFour Ps Product Price Place PromotionHistory1943Sweden17-year old Ingvar Kampradfounders name (Ingvar Kamprad) the farm where he grew up (Elmtaryd) his home parish (Agunnaryd)HistoryPencils, wallets, photo frames,watches（inexpensive，with market demands）In 1947, the first piece
2、 of furniture was sold in IKEA.In 1955, IKEA designed its first piece of furniture.In 1963, IKEA opened its first retail storeFour Ps Product Price Place PromotionProduct Three series: Office, family, childrens IKEAVarieties: desks, tables, chairs, sofas, TV solutions, storage, lightings, decoration
3、, beds and mattresses 10,000 articlesProductStyles: simple, natural, fashion, good-qualityCustomers: the masses in developed countries the white-collar in developing countriesProductthe flat-pack distribution methods assembled by the consumer reduce costs and use of packaging a practical point Price
4、Low price policyan attractive feature of IKEAlow price policy is used through the processes of designing, manufacturing, sellings, and administrationHow much?Price Figure out the price before designingUse new materials, new techniqueThe flat-pack distribution methods Price Place IKEA stores in different countries. sells its products to customers directly. a symbol of life style. do purchasing enjoy a different kind of life style here. Promotion Free catalogues for customersExhibition units in the storesAdvertisementFree cataloguesFree cataloguesExhibition unitsAdvertisementBig Sale
