IKEA WRITING
Content Ikea is one of the most useful stores for decorating and furnishing your home. Ikea was established in 1943 and since then has had a very successful history. Learn a bit about Ikea and their successful business ideology. Learning Outcomes Read about their business model Read about how they became a worldwide success Acquire new relevant vocabulary www.english-maestro.mn 1
IKEA: The Furniture Empire IKEA is a multinational group of companies that designs and sells ready-to-assemble furniture (such as beds, chairs and desks), appliances and home accessories. The company is known for its modern architectural designs, and its interior design work is often associated with an eco-friendly simplicity. www.english-maestro.mn 2
IKEA was founded in Sweden as a mostly mailorder business in 1943 by then-17-year-old Ingvar Kamprad, who was listed as one of the world's richest people in 2013, the company's name is an acronym that consists of the initials of Ingvar Kamprad, Elmtaryd (the farm where he grew up), and Agunnaryd (his hometown in Småland, south Sweden). www.english-maestro.mn 3
The first Möbel-IKÉA store was opened in Älmhult, Småland, in 1958, while the first stores outside Sweden were opened in Norway (1963) and Denmark (1969). The stores spread to other parts of Europe in the 1970s, with the first store outside Scandinavia opening in Switzerland (1973), followed by Germany (1974). As of September 2014, there are 351 stores in 43 countries. www.english-maestro.mn 4
The store s one-way layout is specially designed so customers are led counter clockwise along what IKEA calls "the long natural way" designed to encourage the customer to see the store in its entirety. Meaning, once you are in, the only way out is through the register (though there are a couple of www.english-maestro.mn 5 shortcuts to different showrooms).
Something that makes IKEA unique is that furniture is always packed in boxes, that customers pick up and transport themselves. IKEA is owned and operated by a complicated array of not-for-profit and for-profit corporations. www.english-maestro.mn 6
The corporate structure is divided into 2 main parts: operations and franchising. Most of IKEA's operations, including the management of the majority of its stores, the design and manufacture of its furniture, and purchasing and supply functions are overseen by INGKA Holding, a private, www.english-maestro.mn 7 for-profit Dutch company.
While most IKEA stores operate under the direct purview of Ingka Holding and the Ingka Foundation, the IKEA trademark and concept is owned by an entirely separate Dutch company: Inter IKEA Systems. Every IKEA store, including those run by Ingka Holding, pays a franchise fee of 3% of revenue to Inter IKEA Systems. www.english-maestro.mn 8
That is why the net profit of IKEA Group (which does not include Inter IKEA systems) in 2010 was worth $23.1 billion, a total that represented a 7.7 percent increase over 2009. www.english-maestro.mn 9
Even if IKEA is widely criticized for demolishing historic buildings, destroying ancient tombs while building, putting small furniture stores out of business, or the founder s involvement in the Pro-Nazi New Swedish Movement, IKEA is still the go to store for affordable, practical and functional furniture, www.english-maestro.mn 10 appliances and home
1) Acronym 2) Initials 3) Layout 4) Registers 5) Shortcut 11) Purview 12) Trademark 13) Revenue 14) Tomb 15) Affordable 16) Appliances 17) Goods 18) Profit 6) Showroom 7) Array 8) Operations 9) Franchising 10) Functions www.english-maestro.mn 11
To assemble To manufacture To list To purchase To spread To supply To lead To pick up To demolish To oversee www.english-maestro.mn 12
Write down any other words you still have doubts about www.english-maestro.mn 13
Please note Gerunds may look like verbs, they can act as nouns and be the subject of a sentence and the complement of the verb to be. Examples: Shopping in IKEA is tiring because the stores are so big! Shopping is acting as the subject of the sentence One of the things I enjoy the most at IKEA is getting decoration ideas. Getting is the complement of the verb to be www.english-maestro.mn 14
1. Purview While the founder has stepped down as chairman, many stores still come within his purview. 2. Array IKEA offers an array of household products for every taste. 3. To supply To supply the products, IKEA stores also have a warehouse. 4. Register I ll meet you at IKEA s register to pay for the couch. Extra: The IKEA website contains about 12,000 products and is the closest representation of the entire IKEA range. www.english-maestro.mn 15
Writing Identify the main themes covered in the text Theme 1: Theme 2: Theme 3: Theme 4: www.english-maestro.mn 16
Writing Find three examples in the text where the gerund is either a subject or a complement of the verb to be. 1.- 2.- 3.- www.english-maestro.mn 17
Writing Complete the sentences 1. IKEA is 2. It is an acronym for 3. Kamprad is 4. There are 5. Some criticisms... 6. Stores are 7. Customers have to www.english-maestro.mn 18
Writing Imagine they are opening a huge IKEA store in your town. What do you think would happen? Would you be excited? Would you oppose it? Why? www.english-maestro.mn 19
Writing True or false IKEA began as mail order business in 1958. a) True b) False There are some shortcuts that allow customers to navigate from showroom to showroom a) True b) False IKEA s corporate structure is simple as everything is owned by the same corporation. a) True b) False www.english-maestro.mn 20
Writing Write sentences using the following words. When possible, try to include the use of gerunds as previously explained. 1. Purview 2. Showroom 3. Layout 4. Appliances 5. Affordable 6. Functions 7. Entirely 8. Initials www.english-maestro.mn 21
Speaking Answer the following questions in pragraph form 1) Why has IKEA become the go to store for buying furniture? 2) Why do you think they chose the one-way layout for their stores? 3) Explain the complexities of IKEA s corporate structure. 4) Why do you think people buy furniture they have to assemble themselves? www.english-maestro.mn 22