IKEA marketing strategy
sahar jalal fatah
sahar.jalal@cihanuniversity.edu.iq
Abstract- Abstract— IKEA is an international home furnishing company with a goal of creating a better everyday life at affordable prices. However, in one of their international branches, IKEA has reported substantial revenue loss in 2011 attributed to numerous customer complaints. We executed Six Sigma’s DMAIC methodology aimed at revamping the existing business process. SIPOC was used to define overall flow, Data Collection and KANO model for measuring and understanding customers’ discontent, Pareto Chart to identify the vital issues, Ishikawa Diagram to analyze the root causes, Affinity Diagrams for suggested improvements, and finally Control Charts to monitor the process implemented. The project successfully reduced the number of complaints from 333 to 43 per month
Keywords- marketing - strategy- appliances- furniture
Date: 20/05/2018
Place: Department of Business Administration