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UNIT 7

Task 1. Read and translate the text.

IKEA (Part 2)

Ingvar Kamprad founded IKEA in 1943 as a mostly mail-order sales business. It began to sell furniture five years later.[9] 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).

Amid a high level of success, the company's German executives accidentally opened a store in Konstanz in 1973 instead of Koblenz.[9] Later that decade, stores opened in other parts of the world, such as Japan (1974), Australia and Hong Kong (1975), Canada (1976), and Singapore (1978). IKEA further expanded in the 1980s, opening stores in countries such as France and Spain (1981), Canada (1982), Belgium (1984), the United States (1985), the United Kingdom (1987), Italy (1989) and Poland (1991). The company then expanded into more countries in the 1990s and 2000s. Germany, with 44 stores, is IKEA's biggest market, followed by the United States, with 40 stores. At the end of the 2009 financial year, the IKEA group operated 267 stores in 25 countries.The first IKEA store in Latin America opened on 17 February 2010 in Santo Domingo, Dominican Republic. As of July 2013, the company's presence in developing countries remains minimal.

The world's five largest IKEA stores are:

1.Stockholm Kungens Kurva, Sweden: 55,200 m2 (594,000 sq ft)

2.Shanghai Baoshan, China: 55,032 m2 (592,360 sq ft)

3.Shanghai Pudong Beicai, China: 49,400 m2 (532,000 sq ft)

4.Wuxi, China: 49,117 m2 (528,690 sq ft)

5.Ningbo, China: 47,505 m2 (511,340 sq ft)

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The largest store in the Southern Hemisphere is located in Tempe, Sydney, Australia with a total area of 39,000 m2 (420,000 sq ft). The biggest store in North America is located in Montreal, in the province of Quebec, Canada. The store was opened in 1986 in the Ville-St-Laurent area, and was completely renovated and expanded in 2012-2013. Built in 1986, the store's initial area was 22,062 m2

(237,470 sq ft), while the renovated store now measures 43,636 m2 (469,690 sq ft). In 2014, IKEA opened its first warehouse in Croatia, near Zagreb. Due to

problems with building permissions, the construction was postponed to 28 August 2013. Eventually, the warehouse opened its doors on 21 August 2014. The shopping centre in Zagreb with a total area of 38,000 m2 is one of the 5 biggest in Europe and among the 10 biggest IKEA stores in the world. In 2013, IKEA opened its first shopping centre in Vilnius, Lithuania that is the biggest furniture-selling mall in the Baltic states.

In March 2013, IKEA opened its first outlet in Qatar, after a delay of several months. Like others in the Gulf Cooperation Council, the Doha outlet is operated by the Al-Futtaim Group. In August 2013, the first store in the Baltic States was opened in the Vilnius region of Lithuania. Construction of the 26,500 sq ft (2,500 m2) store commenced in 2011 and the store employs over 200 people.

In July 2014 IKEA announced it would open its first store in India in the city of Hyderabad, where the local government has committed to fast track all the required paperwork and permits, as it is seeking to attract foreign investment. The new IKEA is expected to open in 2015.

Task 2. Answer the questions

1.What kind of business is IKEA?

2.When did it begin to sell furniture?

3.When was the first store opened?

4.What countries have IKEA stores?

5.Where are the world`s five largest IKEA stores?

6.What is the biggest furniture-selling mall in the Baltic states?

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The Ikea Marketplace

The Warehouse

UNIT 8

Task 1. Read and translate the text.

Layout (Part 1)

Older IKEA stores are usually very large blue buildings with yellow accents (also Sweden's national colours) and few windows. They are often designed in a oneway layout, leading customers counter clockwise along what IKEA calls "the long natural way" designed to encourage the customer to see the store in its entirety (as opposed to a traditional retail store, which allows a customer to go directly to the section where the desired goods and services are displayed). There are often shortcuts to other parts of the showroom. Newer IKEA stores, like the one in

Mönchengladbach, Germany, make more use of glass, both for aesthetics and functionality. Skylights are also now common in the self-serve warehouses; natural

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lighting reduces energy costs, improves worker`s morale and gives a better impression of the products.

The sequence first involves going through furniture showrooms making note of selected items. The customer then collects a shopping cart and proceeds to an openshelf "Market Hall" warehouse for smaller items, then visits the "Self Serve" furniture warehouse to collect previously noted showroom products in flat pack form. Sometimes, they are directed to collect products from an external warehouse on the same site or at a site nearby after purchase. Finally, customers pay for their products at a cash register.

Today, most stores follow the same layout of having the showroom upstairs with the marketplace and self-service warehouse downstairs. Some stores are single level, while others have separate warehouses to allow more stock to be kept on-site. Single-level stores are found predominantly in areas where the cost of land would be less than the cost of building a 2-level store, such as the Saarlouis, Germany and Haparanda, Sweden locations. Some stores have dual-level warehouses with machine-controlled silos to allow large quantities of stock to be accessed throughout the selling day.

Task 2. Read and translate the text.

1.What kind of stores are old IKEA stores?

2.How are they designed?

3.What kind of stores are new IKEA stores?

4.What is common in the self-serve warehouse?

5.What `s IKEA`s layout?

6.How many stores does IKEA have?

7.What does a number of stores depend on?

Task 3. Translate the sentences into English

1.Расположение в магазине ИКЕА против часовой стрелки.

2.Такое расположение позволяет покупателям полностью видеть

магазин.

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3.В ИКЕА есть склад самообслуживания.

4.Застекленная крыша позволяет снизить затраты на электроэнергию.

5.Застекленная крыша улучшает боевой дух рабочих и дает лучшее представление о продукте.

6.Выставочные залы находятся наверху.

7.Покупатели расплачиваются за продукты у кассы.

UNIT 9

Task 1. Read and translate the text.

Layout (Part 2)

Most IKEA stores offer an "as-is" area at the end of the warehouse, just before the cash registers. Returned, damaged and formerly showcased products are displayed here and sold with a significant discount, but also with a no-returns policy. Most IKEA stores communicate the IKEA policy on environmental issues in this part of the store. The area, which is painted red, is named according to local customs, in the United Kingdom this is referred to as "Bargain Corner", in Sweden "FYND" (Bargains) and in Denmark, "Rodebutikken" (Rummage boutique).

In Hong Kong, where shop space is limited and costly, IKEA has opened three outlets across the city, most of which have the one-way layout. They are part of shopping malls, and while being tiny compared to common store design, are huge by Hong Kong standards.

The vast majority of IKEA stores are located outside of city centres, primarily because of land cost and traffic access. Several smaller store formats have been unsuccessfully tested in the past (the "midi" concept in the early '90s, which was tested in Ottawa and Heerlen with 9,300 m2 (100,000 sq ft), or a "boutique" shop in Manhattan). A new format for a full-size, city centre store was introduced with the opening of the Coventry (United Kingdom) store in December 2007. The store has seven floors and a different flow from other Ikea stores. IKEA's Southampton store

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which opened in February 2009 is also in the city centre and built in an urban style similar to the Coventry store. IKEA built these stores in response to UK government restrictions blocking retail establishment outside city centres.

Another feature of IKEA stores is their long opening hours. Many stores are in operation 24 hours a day with restocking and maintenance being carried out throughout the night. Public opening hours tend to be much longer than most other retailers, with stores open well into the evening in many countries. In the UK, almost all stores are open past 8pm and open around 9am to 10am. IKEA Saudi Arabia stores have some of the longest opening hours worldwide being open from 10am to midnight, 7 days a week. Some IKEA stores are not open on Sundays due to local laws.

The IKEA stores are also known for the free IKEA pencils, whereby some people consider it as a sport to collect as many of these IKEA pencils as they can during their visit.

Task 2. Answer the questions

1.What do most IKEA stores offer at the end of the warehouse?

2.What kinds of products are displayed there?

3.What policy do IKEA stores communicate?

4.Why has IKEA opened three outlets in Hong Kong?

5.Why are the vast majority of stores located outside the city centers?

6.Where was a new format of IKEA store introduced?

7.What is another feature of IKEA stores?

8.What are they also known for?

Task 3. Translate the sentences into English

1.Некоторые товары продаются с большой скидкой.

2.Огромное количество магазинов ИКЕА находится за пределами города.

3.Товары выставлены в конце склада.

4.Новый формат магазина был представлен в Великобритании.

5.Магазины ИКЕА работают круглосуточно.

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6.Это их характерная черта.

7.Запасы пополняются всю ночь.

UNIT 10

Task 1. Read and translate the text

IKEA Catalogue

The IKEA Catalogue (US spelling: IKEA Catalog; Swedish: Ikeakatalogen) is a catalogue published annually by the Swedish home furnishing retailer IKEA. First published in Swedish in 1951,the catalogue is considered to be the main marketing tool of the company and, as of 2004, consumes 70% of its annual marketing budget. Worldwide, approximately 208 million copies of the catalogue were printed in fiscal year 2013, more than double the number of Bibles expected to be printed in the same period.

For the 2013 edition, 62 different versions of the catalogue were created for 43 countries. The 2010 edition was published in 30 languages.

Production and distribution

Containing over 300 pages and about 12,000 products, it is distributed both by mail and in stores. Each edition of the catalogue takes about 10 months to develop from concept to final product.

Most of the catalogue is produced by IKEA Communications AB in Älmhult, Sweden, the site of the original IKEA store and where IKEA Communications

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operates the largest photo studio in northern Europe (8,000 square meters in size). As of 2012, the studio employs 285 photographers, carpenters, interior designers and other personnel working full time on photo shoots. The catalogue itself is printed on chlorine-free paper of 10-15% post-consumer waste.

According to Canadian broadcaster CTV, "IKEA's publications have developed an almost cult-like following online. Readers have found all kinds of strange tidbits, including mysterious cat pictures, apparent Mickey Mouse references and weird books wedged into the many shelves that clutter the catalogues."

Innovation

The company began experimenting with computer-generated imagery in 2005 by placing a single computer-rendered image of a wooden chair in the 2006 edition of the catalogue. According to Anneli Sjogren, head of photography at IKEA, customers did not notice that the chair was computer-generated. In 2010, the first entirely computer-generated room was created for the catalogue. By the 2013 edition, 12% of imagery for the IKEA catalogue, brochures and website was computer-generated. As of 2014, 75% of product images (i.e. white background images) and 35% of nonproduct images across all IKEA communications are fully computer-generated.

Augmented reality was introduced in the 2013 edition of the catalogue. "X-ray" views through furniture compartments, videos, how-to guides and other interactive content could be accessed by scanning a symbol on the catalogue with a mobile device. The 2014 catalogue contains an augmented reality app that projects an item into a real-time photograph image of the user's room. The augmented reality app also provides an indication of the scale of IKEA objects in relation to the user's living environment.

Task 2. Answer the questions

1.How often is IKEA catalogue published?

2.When was it published first?

3.In how many languages is it published?

4.How many pages and products does it contain?

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5.How much time does it take to publish the catalogue?

6.How many people are employed by IKEA photo studio?

7.What did company begin to do in 2005?

8.What is the percentage of computer-generated images?

Task 3. Translate the sentences into English

1.Розничный продавец мебели ИКЕА публикует каталоги ежегодно.

2.Каталог является основным маркетинговым инструментом.

3.ИКЕА публикует каталоги на разных языках.

4.Магазин распространяет каталоги, как по почте, так и в магазинах.

5.У ИКЕА есть большая фото – студия.

6.Фото-студия занимает 8000 кв. м.

7.ИКЕА создает компьютерные образы своей мебели.

UNIT 11

Task 1. Read and translate the text

Great design furniture concepts

Design furniture enhances the total ambiance of the room at its very best. Furniture has become an integral part of the modern day living and it plays a very important role in adding style and substance to the interior decoration of a house or an office.

The concept of design furniture has undergone tremendous amount of transformation and different designs have come out with various types of innovative concepts. Well designed furniture will be a combination of aesthetic appeal and functionality. The standard of the materials and ethical production techniques will contribute tremendously towards making the quality of furniture really supreme.

Different companies have come up with different concepts to meet the ever changing requirements of the customers. A customer will have to work very closely with a quality Web Site designer to find out a unique piece that is in completely