The latest design from global furniture company IKEA is a new product that includes TV, sound, and furniture – all in a single unit. This is IKEA’s first foray into the home electronics market, and they have done it with their typical Swedish style. The new unit integrates RCA’s HDTV into a fully customizable piece of furniture that can be tailored and expanded to fit multiple décor and sizes. The unit is classic IKEA; designed to fit into small spaces and hide the ugly cables so prominent in today’s home entertainment systems. The company commissioned a five-country market research product to help it develop the product.
The TV unit – named Uppleva – comes with a five-year warranty and integrates Blu-ray technology, video, Web inputs, wireless speakers, music, and a single remote into a comprehensive entertainment system. The unit will be available first in European markets this summer, followed by a broader launch later in the year. The base price of the unit is expected to be $955 (U.S.). The unit carries IKEA’s clean design and easy assembly features, maintaining the company’s brand value of delivering quality furniture at affordable prices.
Group Activities and Discussion Questions:
- Ask students to describe their current TV and entertainment system: type, remotes, furniture, cables, and different devices for TV, radio, music, movies.
- What are the problems with their current systems? What could be better?
- Show the IKEA Uppleva video: http://youtu.be/0Nm7-EuctOs
- How does this TV change IKEA’s business model?
- How does this complete with other HDTV products?
- What is the target market for this product?
- Is this market the same in the U.S. as well as Europe?
- Have students view the IKEA’s Web site: www.ikea.com.
- How does this product reflect IKEA’s brand? Is the company brand consistent throughout the 400 countries in which it operates?
- And because everyone likes to make fun of (not so easy) assembly systems, end class with this video from Conan O’Brien’s show: http://youtu.be/89taazMC6FE
Source: Brandchannel.com, 4/23/12