IKEA is the worlds major home furnishing dealer with stores located worldwide. Each year IKEA stores welcome 565 million visitors, while more than 450 million sessions have been documented to its website. The implemented low-price strategy in conjunction with an array of functional, smartly designed products that satisfy every lifestyle and life stage of its customers, who come from every generation and type of household, is accountable for its rapid growth and its enormous success.
IKEA began to create its own furniture 1955 and opened its first store in Sweden in 1958. IN 1959 it began to produce self-assembly furniture to lower freight chargers and other costs to retail customers, a strategy that proceeds until today. IKEA now has over 200 stores in 30 countries. Each store has about 9500 items on the market.
The main reason for this newspaper is to answer on the question from marketing sphere. If to be exact in the question formulation we can say that the main question of this paper is use in the name of the paper: Does marketing create or meet needs? This question has dual dynamics and it is necessary to discuss it with more details. There may be different answers on this question, and they could be different in their depth, for example, but I think that two part of the question are right and there is no requirement to choose one right variance.
Discussing this question, we see that question about this matter has real bottom under it. Regarding to Kasper and Helsdingen (1999) it is understandable that "similarly you have those who mainly see marketing as merely the promoting, and in most cases forcing, a certain product, concept, or value onto an unwilling, or at least unprepared, consumer.