By reading Judd Grossman’s blog “If they build it, they will come” (https://blogs.ubc.ca/juddgrossman/2011/09/18/if-they-build-it-they-will-come/) I agree that IKEA is “one of the most effective marketing teams around”. Their products are flat packaged so that it is much easier to transport which saves a huge amount of transportation fees. The simple designs and mass production reduce its costs of furniture, thus lowering the selling prices. The pragmatic styles meet the tastes
of the local people. I think IKEA is taking over the furniture market in Vancouver. Also, the way IKEA operation forms a popular purchase trend. Many people do enjoy buying a box of pieces of wood and assembling them at home by themselves. However, some experiences of my friends have been drawn to my attention. Those young women are unable to or just lazy to assemble the furniture by themselves, so they have to ask for helps from IKEA. They have to pay for home assembly service fees which are not cheap. In this case, the price of getting furniture is not cheap at all for these people who seem to be excluded from the intended target market of IKEA.