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Analysis of the study of a brand:IKEA

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  1. Yves Rocher company
    1. Presentation of the group and company
    2. Portrait of the brand and Philosophy
    3. The Implementation of Yves Rocher
    4. Product lines
  2. The cosmetics market in Canada
    1. The cosmetic market
    2. The Canadian market for cosmetics
    3. Competition
    4. Standards and Regulations
  3. Business strategy of Yves Rocher with respect to Canada
    1. Distribution and Suppliers
    2. The positioning of Yves Rocher
    3. Communication

The comfort of the living is at the heart of the expectations of ones contemporaries. It is omnipresent and multifaceted and includes user comfort, mental comfort, and existential comfort. The modularity is synonymous with functionality. There is a constant search for excitement and conviviality today.

Concepts are required to meet a real need: to relax and de-stress. All these factors promote the return of the "home sweet home" concept. The house is seen as a protective bubble that opens to the outside world, and also as a place where everyone develops more personal activities.

Consumers want a choice in price levels, quality levels, styles, and extremely broad services. Parlors are an act of high customization. This is an area where "emotional" bonding is strong and where the rational has no place, except perhaps in the budgets. Against a bleak picture, where the decline of the furniture market is combined with the slowdown in purchasing power, retailers must play on the levers of communication and marketing tailored to each type of consumer, by taking into account the evolution of their behaviors and lifestyles.

The downward trend in the furniture market reflects not only the average budget allocated by households, but also by a mismatch between supply and demand trends. Indeed, the market saw the emergence of different generations of consumers that are more and more demanding in terms of modularity, style and customization at every stage of the purchase.They reject the living room or "turnkey" and want the development of their home that reflects their personality.

Indeed, while consumer behavior change, and the interests shift, the furniture market is not keeping pace. The search for a new quality furniture is better suited to modern life often remains unsatisfied.

The evolution of the furniture market is not in step with the changing expectations of consumers who often find the whole qualitative commercial offer insufficient .

If the contemporary style, design, low prices have transformed the furniture market in a market of fashion,design choices of the French, themselves, are conventional. Once property, furniture gradually becomes objects of consumption. Now the kit and custom orders are adapting to the success of marketing strategies of brands of furniture like Ikea.

Conforama the leader of the French market in 2003 launched a restructuring program of its stores modeled on a "compulsory course" as Ikea since the brand Ikea is a reference on the world market of furniture.

Branding of Ikea is based on the following principle: "Offering a vast array of aesthetic, functional and quality products at prices so low that the majority of people can afford them?. Ikea is more than a concept vehicle, is more a distributor of furniture and the brand represents a lifestyle in the minds of consumers.

The reasons for this success lies in the will of the company to build and maintain a true partnership with its customers based on their participation in the value chain as the latter must travel, transport and assemble their own furniture to " save for a better everyday life. " Ikea even conveys the image of a company involved in sponsoring social and environmental causes, and is respectful of its environment.

Tags: Ikea, analytical study of the brand, Ikea a reference point in the furniture industry

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