Raw Material Price Is Rising

The raw material refers to the basic substance in its natural state that is used as an input to a production process, such as water, metal, coal and etc. In present days, the prices of these raw materials have undoubtedly risen.

  Why the raw materials’ prices are keeping increasing in these years? For example, when it comes to the water resources, as mentioned in limnos’s blog “Privatizing water: Governance failure and the world’s urban water crisis”: “privatization emerged as an increasingly widespread mode of resource management”, which creates the crisis of water resources to some extent. The privatization water decreases the supply while the demand maintains at the same level, therefore the prices increases. (This is the comment on Limnos’s blog“Privatizing water: Governance failure and the world’s urban water crisis”)The supply of raw materials has been a significant cause of price rising.

 

  In addition to the tight of supply, the demand in raw material market is another major cause of climbing price trend, especially for the metal market. The increased demand from the developed country, like China, is a fundamental factor has underpinned the high prices over last two years. The developing countries are focusing on the industrial production, so they have been the main importer of metal materials. The governments in these countries play an active role to encourage the raw materials’ importing and tightening the exporting policy, such as China in particular. The reason they do so is to make sure the enough supply of raw materials for its own countries. This does makes the demand increase dramatically.

  To take both the supply and the demand into account, the raw material price must keep rising.

IKEA’s Price Strategy in China

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Swedish home furnishing producer IKEA already has over 250 stores in 24 countries. It is still aiming to expand its global market especially in China. You may want to ask: what makes IKEA so popular in China? In addition to the standardized products and good service, the price it offered is also a significant attractiveness to customers.

IKEA aims its target group on young low to middle income family. So it always try to keep cost between manufacturers and customers down, which is the basis IKEA used to be successful in its target market. According to what the IKEA China manager Ian Duffy said, IKEA will still remain the low price strategy to make the products more affordable for more customers.

The IKEA’s product price did decreased by about 12 percent in 2002 in China, which attracted more customers to choose it. In present days, IKEA launches a new strategy called “The Lowest Price in Beijing”. According to the new strategy, the price is going to be 20% cheaper than other home furnishings stores. The Chinese are famous for their reluctance to spend their money. Due to this reason, IKEA launches the low price strategy when entering the Chinese market while other western retailers always set 20% to 30% higher price than local markets in China.

The IKEA’s low pricing strategy in China’s market does make a great effect on attracting customers and helps it expands market share successfully. It also helps the brand be differential from its competitors.

As Wenyu Liu mentioned in her blog ”

How does a brand atrracts customers and gains loyalty

” :”

Differentiating from other brands is what every brand wants to achieve ultimately. Setting your product apart from its competitors is an essential first step toward creating preference and loyalty.” Ikea makes it throuth the low price strategy to attract customers and keep their loyalty.