Ikea is a Swedish company that designs and sells ready-to-assemble furniture (such as beds, chairs, and desks ), appliances, and home accessories.As of October 2011, IKEA owns and operates 332 stores in 38 countries(http://en.wikipedia.org/wiki/IKEA).What makes Ikea so successful?

PoP: selling furniture and appliances.return policy

PoD: large range of product,low price,high quality and distinguished design,good customer service.

Ikea try to establish a brand image that represent gentle,Swedish-style,environmental friendly furniture.Their good design do attract many people.

Unlike normal retail store,Ikea is a one-way design,encouraging customer to see all their product without feeling confused about the way.The whole store is well-designed and feel like a large furnished house,which can easily stimulate customers to buy all the furniture they need in Ikea because they look good together.

One important thing that differs Ikea from other furniture company is their great customer service.In Ikea,every store includes a restaurant serving inexpensive traditional Swedish food.Also,they provide”Picking and delivery service””Home delivery””Assembly”Even they charge extra fee for these,but not all.This makes shopping a lot easier, helping Ikea gain large number of customers.(http://www.ikea.com/ms/en_US/customer_service/ikea_services/ikea_services.html)

Ikea does really well in value proposition and customer relationships,making it unique and successful.