41.第 41 至 44 題為題組
IKEA follows the focused cost leadership strategy. Young buyers in search of stylish and fashionable
furniture and household accessories at a low cost are IKEA’s targeted market segment. For these customers, the
firm offers home furnishings that combine good design, functionality and acceptable quality at low prices.
According to the firm, low cost is always a priority. This applies to every phase of their activities.
For example, instead of relying primarily on third party manufacturers, the firm’s engineers design low-cost,
modular furniture ready for assembly by customers. The IKEA Concept relies on customers to choose, collect,
transport and assemble IKEA products themselves. Customer involvement contributes to IKEA low prices.
That is the idea behind: “You do your part. We do our part. Together we save money.” Secondly, IKEA
positions its products in domestic settings. IKEA’s customers can view different furniture combinations
(complete with sofas, chairs, tables, and so forth) in a single setting, which reduces the need for decorators and
designers who help the customer imagine how a furniture arrangement would look when placed in the customer’s
home. This approach requires fewer sales personnel, allowing IKEA to keep its costs low.
IKEA also offers some differentiated features that appeal to its target customers, including in-store playrooms
for children, wheelchairs for customer use and extended hours. Stores outside those in the home country have
“Sweden Shops” that sell Swedish specialties, such as herring, crisp bread, Swedish caviar and gingerbread biscuits.
IKEA believes that these services and products are uniquely associated with the needs of its customers, who are
young, not wealthy, likely to have children, and because they work for a living, need to shop outside of regular
hours. Through the Sweden shops, IKEA offers some unique and different features with its low-cost products.
【題組】41. According to this article, what is the focus of IKEA’s marketing strategy?
(A) Low prices.
(B) Unique designs.
(C) Professional staff.
(D) Friendly customer services.