Ikea, known for their flat-packaging products, chose a target market that would be able to assemble furniture themselves. Ikea considers both males and females in Generation Y, those born between 1979 and 1994, and Generation X, those born between 1965 and 1978, as their target market. They also target all ethnic groups, with stores in Asia, Dominican Republic, Europe, and the very diverse United States. Their website and catalog caters to different countries and languages. Ikea is constantly finding ways to lower prices for "the many people". Affordability is key when making their products. The Ikea designers always look at function and price before anything is done. In fact, their prices in the newest 2011 catalog have lowered.
Ikea mainly does applied research, which is attempting to develop new or improve products. As I mentioned in my previous blog post, Ikea has a List called the Never Ending List, where they have improvements on products or projects. The list already has seventy-seven improvements, with it's latest improvement in a project on supporting transport service providers to make the change from fossil fuels to alternative fuel sources.
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