Applying The Principles Of Branding To Build Personal Brands Harvard Case Analysis

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Applying The Principles Of Branding To Build Personal Brands Case Study Solution and Analysis


IKEA is an international company in Sweden. He named the company at the age of 17 when he initiated his first mail-order company. It was named as Applying The Principles Of Branding To Build Personal Brands Case Study Help by a combination of terms relating to his individual life from his personalizes to his family farm i.e. Ignvar Kamprad Elmtaryd Agunnaryd.

The rivals due to declined sale threatened the suppliers of IKEA to not take orders at low rates. In 1961, IKEA contracted with many of the factories manufacturing furniture and hence it again came up with low costs. On the other hand, Applying The Principles Of Branding To Build Personal Brands Case Study Help divided its shop in a number of departments like inexpensive rate lunchroom, children play-area, as well as a Sweden Store for the foods making it a popular exporter of food.

The intention of the company was to sale quality items with sensible costs with variation in items internationally based on a vision to create a much better lifestyle for practically everyone. Every year, the company commemorates an anti-bureaucrat week to develop better contact in between the suppliers and clients.

In the mid period of 1990s, IKEA has a broad working networking with about 70 nations tracking down its products about 11,200. When there were environmental issues arising about IKEA's products simultaneously the issuance on the kid labor emerged. Due to this factor, Applying The Principles Of Branding To Build Personal Brands Case Study Solution popularity reduced dropping the 20% of its sale in Denmark.

Secret Players.

There are 2 key gamers in this case one is IKEA Business and other is its providers. IKEA's method is to outsource its item manufacturing to providers. These providers are normally 3rd party and based throughout the world.


There is unfavorable impact of these problems on profits of the company and likewise track record of the company. They desired Applying The Principles Of Branding To Build Personal Brands Case Study Help to be socially responsible and desired that it did not have any connection with kid labour or any other environment concern. IKEA strategies likewise did not work well enough to address this problem (see Exhibit 3).

Approaching Problem of Kid Labour.

IKEA technique is to maintain high level of social obligation due to the fact that it is one of the substantial driver in success of company. Applying The Principles Of Branding To Build Personal Brands Case Study Solution is concerned on kid labour problem and other ecological problems to support this technique. There was factor of social duty which was engrained in the culture of IKEA's founder Ingvar Kamprad (Display 2). People from India had conflicting views relating to child labour and social responsibility. According to Indian individuals child labour is not bad if it is allowed by parents or if kids are working under supervision of their parents. There prevails practice of kid work in India and government is likewise unwinded over this matter if it is unbounded child labour or if their moms and dads are concurred and allowed their kids to work. Kids are also allowed to operate in craft markets to make certain that abilities from earlier generation are not lost.( Naidu & Ramaiah, 2006) In Addition, IKEA was likewise encouraged by Swedish Conserve the Children organization to act "in the best interest of kid".( Odenbring, 2018) According to this they would be doing only that work which is in the very best interest of kids. They would not be involved in any deal in which kid labour is used or there is any possibility of environment concern. Since they are reliant of child labour, many of the families would be doing not have important source of earnings. Their standard expenditures like food, clothing are satisfied through their working of kid.( Duflo, 2006) Also laws are not rigorous adequate to resolve concerns of environment or social issues like child labour so business require to stress whether it is suitable to conduct organisation in India or not. They needed to make sure that their service does not engage in any activity which is against social duty. The choice needs to be taken by likewise incorporating philosophy of social responsibility from the viewpoint of consumer not from perspective of suppliers. Customers must not be having doubt their business is participated in any undesirable activity. There could be unfavorable outcome if requirements regarding social responsibility from customer point of view are not followed. There was case happened in 1980's. IKEA had actually stopped working to fulfill necessary requirements on formaldehyde for a few of its products. In that case IKEA had actually lost its earnings by 20% in Denmark. Since business's credibility in the eyes of clients had actually decreased. In 1992 there was likewise loss of around $6 to $7 million. This loss was arised from discontinuation of a popular bookcase series due to the fact that it was not according to required level of formaldehyde. This likewise damage company's reputation considerably.

Response to German producers on Video Program:

In action to the invite of German manufacturers for IKEA, the invitation should need to be accepted. The very first primary thing to think about is that the documentary is made by a German business. Nevertheless, it is not necessary to accept the invitation and be part of the live conversation however it is of vital importance. As it supplies Barner to have live discussion throughout on-air programming. It produces a probability to offer better description of their issues about their relationship with India. Particularly, Barner can perhaps show her idea of mind with a clear validation letting people know that for her it is more crucial to be more worried about the IKEA credibility as she is only accountable for this. It is necessary to eradicate the requirements of kid labour however this can potentially refrained from doing by stopping service relate to their partner companies which include the pattern of kid labour. This perception of Barner might help her in preserving IKEA clear reflection and might likewise result in stronger relationship of the companies. It also offers IKEA to conscious the German producers to eliminate against the child labour.

As the German Manufacturers had just offered IKEA to view some of the shots from their documentary. They ought to be requested to let them enjoy the whole film rather of some shots which reveals certainly an uncertain image of the truth. This might be the strategy of German manufacturers to show themselves right against the claims however leaving IKEA behind filled with doubts about their relationship with the companies of India on the issue of kid labour.

On the contrary, the IKEA has actually been favorably represented about the concern of Kid labour when the problem was initially put up by the Swedish Television. There are a set of info on child labour by IKEA which was significantly collected by ILO and UNICEF. This details really demonstrates the same viewpoint as same as that of the documentary makers. This will let the producers to perplex about the bothersome issue by clear representation of kid assistance during their labour at the manufacturing industries.

As the German manufacturers declined to reveal their documentary to IKEA before it is telecasted merely shows there wicked intent of point the finger at somebody and their relationships with IKEA perhaps. There might a strong contradiction that the IKEA is fearlessly engaged with a company which uses child as their labour and continue their relations to earn earnings with the suppliers while being aware of the fact.

Furthermore, Barner has a strong point of reason which is their philosophical declaration i.e. everybody makes errors but one takes its duty. The duty of the errors taken by anybody is considered as the best source of pride.Despite of the fact that Applying The Principles Of Branding To Build Personal Brands Case Study Solution was not mindful about the growing issue over the kid labour in addition to the involving child's as labours by the markets, the suppliers of the IKEA. Throughout the acceptance of agreement, IKEA began examination versus its provider industries worldwide. The management of IKEA is not afraid of accepting its errors if shown in the documentary by German manufacturers. It will accept its mistake and take procedure to put it right again.

Barner can also come up with another justification on the inefficient responsibility over social issues. It is intending to be included with the social concerns but has not taken such steps. In the field of marketing, IKEA is on leading with outstanding ideas as well as its appealing products.

The concerns of the IKEA is towards leading long term relationships with its network of distribution worldwide. IKEA is not just recently involved in any of the social activities about the rights and issues of each individual working in the industries and making them a good-looking earnings. In future, IKEA will plan to be part of obligation over the social issues.

Thus, it can be concluded that according to the issue for the business's reputation and share of share need to accept the invitation and present it valid thoughts just in case if whatever in documentary is against the IKEA. Specifically, IKEA had started a Foundation based upon the principle of protecting rights of child labour and to offer them with complimentary environment to inform themselves. (Barlet, 2006).

Actions on Supply agreement with Rangan Exports:.

Under the IKEA issues about the most logical and tactical method in reference to the kid labour issue need to provide Rangan Exports with another possibility to assist them in overcoming this issue.

IKEA needs to take some measures in order to identify of the truth. If the proof versus the Rangan export holds true hence leading it in the failure on the ethical level which were outlaid by Applying The Principles Of Branding To Build Personal Brands Case Study Help. This clearly shows that on IKEA, the supplier industry resulting in contravention on the kid labour problem.

Subsequently, IKEA deals with a vision of developing much better lifestyle for every individual which is a strong representation for the business to stand for the rights of workers of Rangan Exports. The concept of child labour does not involve a single company as a vast network of companies are accountable in putting it ahead. This is one of the most important concern of social concerns and it would be oppression to blame a single one.

If the management of Applying The Principles Of Branding To Build Personal Brands Case Study Solution not chooses for the contract termination, this brings a threat of losing brand position and credibility. This may result in the financial decline state of IKEA by decreased ratio of sale, less popularity of the brand and the concerns over social responsibilities. The main disadvantage of this replacement is the IKEA deprivation with a worthwhile association and may result in the terminating relations with the sources of carpet by India.

This will help in upkeep of the healthy association between the supplier and the IKEA. This makes obvious for the all providers that IKEA is strictly against the kid labour and truly condemn it. This might have a bad impact on the market track record of IKEA by the generation of incorrect publicity.

As it is for the 2nd time that IKEA ended up being a victim of kid labour which has actually considerably harmed its reputation. For this function, Barner needs to pursue the assistance by ILO and UNICEF as well as NGOs which may help Rangan in escaping the need to utilized kid labour for the rugs production. It may choose to spread out awareness among the locals internationally about the social concerns and how one's life is influenced by in terms of social, and ethical worths.

IKEA by the adoption of very first alternative, terminates its relationship with thesupplier violation. If results in the failure then represent a bad effect on all suppliers by the increased power of bargaining and the violation of the policy of IKEA. The press should be called upon for the announcement of their decision with its factor with the summarization of the policy of IKEA on the use labour of kid.

In amount, the company can maintain its track record in the market and somehow can bear the loss created by one supplier. With the stable track record in the market, Applying The Principles Of Branding To Build Personal Brands Case Study Help will certainly cover up its monetary crisis within a short time period.

Method Relating to IKEA's Operations in India

IKEA strategy is basically focus on long term relationship with its providers instead of short term. This long term technique assists IKEA in getting trustworthy and competitive supplier source. For long term relationship they utilized to help their provider to make complete use of their capability. For example, they asked providers to offer services and items aside from their core product or services. The very same technique that was utilized by IKEA in Poland might be obtained.( Harapiak, 2013) The strategy was to outsource production of furnishings and not produce by its own. IKEA likewise needs to make sure that they involve public through its marketing actions which should be handy in comprehending IKEA's intents.

At earlier time IKEA had no focus on environmental and social issues which likewise consists of kid labor they utilized to focus on just one technique i.e. providing budget friendly and quality products to clients. That improved focus might assist Applying The Principles Of Branding To Build Personal Brands Case Study Solution in enhancing its reputation towards its clients. Stopping operations from India would not ensure solution to kid labor but likewise negative track record would be constructed that IKEA is not taking any reliable action to resolve fundamental issue i.e. kid labor.

There would be also another negative effect i.e. difference from public. As there prevails view point that big companies are constantly selfish and are interested in just creating profit and consumers would be believing that IKEA is one of them. Public has common view that these business need to be socially accountable to society as like they are needed to be responsible to its shareholders. If IKEA did not take any possible action to resolve issue of child labor then it would result in loss of sales and IKEA's value too. For a company like IKEA track record loss is big loss since worth of company likewise based upon it and likewise there would be decrease in incomes and goodwill if there is any reputation loss.

If IKEA consider just sales figure then getting out from Indian market is preferable. Since sales from Indian market just contributes little part to IKEA's earnings.

IKEA required to make sure that kid labor is not used for their items. For that function IKEA requires a system that can monitor whole treatment. As provider has absence of financial resources to offer education to children, so IKEA should help supplier financially and offer them monetary aids and ask to balance out by future deliveries.

There could be one other solution for this problem that Applying The Principles Of Branding To Build Personal Brands Case Study Analysis might install its own manufacturing business integrated with school. All monetary requirements of that school might be met by earnings from that making company. IKEA should run this school by itself and its auditing job must be given to any other institute like Rugman to make sure it is working correctly for benefit of kids. (Usman, 2010).

Applying The Principles Of Branding To Build Personal Brands Case Study Solution Needs To Sign up to Rugmark.

IKEA believes that every company has its own strengths and weaknesses. As IKEA has no experience relating to kid labor so brand-new personnel would be required for this function. It must sign up to Rugmart becausethey are experienced in this field of kid labor and ask Rugmort to develop and keep an eye on procedure suggested by Applying The Principles Of Branding To Build Personal Brands Case Study Help. Apart from this there need to be also random monitoring from IKEA to make certain that required purpose is achieved.

Handling Source of Child Labor.

Applying The Principles Of Branding To Build Personal Brands Case Study Solution needs to solve root cause of child labor in order to support its long term vision. IKEA starting executing its method in multi methods. If it is discovered that supplier did not take any restorative action plan then IKEA would broke agreement with that supplier and there would be no trade with that particular provider in future.

Assessment of Applying The Principles Of Branding To Build Personal Brands Case Help Method.

IKEA has dedication to its customers to provide high quality products with low prices. If IKEA remained in Indian market then it would result in higher costs for customers. A client would not feel comfortable when he came to know that he buy a carpet which was woven by child but is now getting educated by provider of Applying The Principles Of Branding To Build Personal Brands Case Study Solution.


The primary problem that IKEA is dealing with currently is kid labor because a German documentary maker makes documentary of a supplier of IKEA that was using child labor for production of goods. It was also concluded that Applying The Principles Of Branding To Build Personal Brands Case Study Analysis ought to sign up Rugmart because IKEA has no any knowledge regarding kid labor and Rugmart is professional having understanding regarding problems of child labor. As IKEA has no experience concerning kid labor so new personnel would be needed for this function.