Brand Inventory Brand Elements

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Competition Analysis
Company Direct/Indirect Points of parity Points of Difference

Walmart Direct as Walmart also sells low • Reasonable Prices
priced home products including • Sell other home products
furniture, accessories besides furniture
bathrooms etc
Peppefry.com Indirect as the presence is • Well crafted furniture from
majorly online. specialist merchants
• Robust supplier selection
criteria
Amazon Also indirect as the presence is • Global
VSBrand presence
online • Sell home products
besides furniture
Private Label Direct and one of the major • Specialized and
competitors customized services
• Reasonable products
because of cheap labour in
Asian countries
Offer a broad range of general
merchandise such as
groceries, electronics, sports
etc.
Customer have a comfort of
ordering the furniture online.
Brand trust is high despite
being an E commerce firm
• Comfort of online order
• Quick delivery as
compared to any other
platform present
• Virtual aisles for online
navigation
• Available at number of
locations unlike IKEA
• Far more experienced in
furniture and home décor
business
 Local Competitors

Return on Investment
Challenges
for IKEA in
India DIY Culture

Finding space for large stores

 IKEA unveiled its first Indian store in Hyderabad in Aug 2018
- more than 4 million shoppers visited IKEA’s Store in first
year.

IKEA recently launched its online store in Mumbai offering

IKEA 7500 products.

Future Planning for physical expansion of ‘small-format’ stores in

Mumbai, Bengaluru and Delhi within next 2 years.

Plan in The ‘small-format’ city centre stores will have the same look
and feel as any other IKEA store. Difference will be in size of
India the store, the range on display, and the food area will be
smaller.
In the next phase of expansion, IKEA will be present in other
cities like Ahmedabad, Surat, Pune, Chennai and Kolkata
with a multi-channel approach. By 2025, the brand is looking
at opening more than 25 touchpoints across various cities.
What IKEA can do? Localized products name will help the
customers to recall the products
Promoting ‘DIY’ •
Culture in India