ikea report dissertation

Category: Business and industrial,
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Marketing and advertising

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Executive summary

This report explains the importance of market research, the target market and market segmentation. How a business can use a predicament analysis and SWOT to provide a direction intended for Ikea. This kind of examines just how types of shoppers and customer behaviour will impact sales strategies. Evaluates being a key online strategy for Ikea as a example. Analyses marketing plans can be used to accomplish marketing targets and details some ethical and legal things a business need to manage and respond to while marketing.

Organization Overview

Ikea is a popular global company with numerous stores across the world. In order to improve performance, it must assess its external and competitive environment. This will reveal the key options it can take benefit of and the hazards it must handle. Ikea responds to both equally internal and external problems in a proactive and dynamic manner through the use of its strong points and minimizing its weaknesses. Through this kind of, Ikea has the capacity to generate the strong progress it needs to keep a strong personality in the market.

Ikea’s passion combines design, low prices, cost effective use of assets, and responsibility for people as well as the environment. You can actually products, operations and systems all illustrate its environmental stance. For example , clever utilization of packaging and design means more things can match a crate, which means fewer delivery trips. This in turn reduces Ikea’s co2 footprint. Ikea believes there is no bargain between doing quite well business and being a good business. That aims to rise above profitability and reputation. Ikea is purpose on becoming a leading case in point in making a sustainable business. This will create a better everyday life for its consumers.

Market research

When Ikea conducts researching the market it is important that the business enterprise first determines its details needs. The company should have several idea about the type of details it is trying to find. It could vary from customer information or brand awareness right through to attitudes to certain new items. Once the information requires are set up, the business may determine the best research method. This is primarily done by IKEA group although individual stores would employ sales studies in order togather data regarding the types of customers and popular products that are particular to the area or shop. The Target Market

The target marketplace is a group of customers for which a particular product has been created. The business hopes that these people will buy the product launched made available in the industry. Some items appeal to all or any consumers, although some have limited appeal. An enterprise needs to understand the nature of consumer market segments. The three types of markets Ikea interests are Buyer, Mass and niche. These products in Ikea produce will be universal to all and with their flat packs design that they fall into the niche market. Ikea focuses on getting together with the customer requirements and fulfilling their needs. Ikea’s main focus is that of the selling orientation. Market segmentation

Market segmentation is the means of breaking down an overall total market in small market segments It allows businesses to concentrate their efforts and solutions on a area of the market. By simply focusing on a certain target group, It would consider the features that consumers of this target group would be trying to find in a merchandise, the appropriate marketing strategies to make awareness of and sustain desire for the product, as well as the most suitable costs policies and distribution programs. Market segmentation and product/service differentiation, Demographic segmentation, separating consumers in to groups depending on selected demographics, so that distinct groups can be treated deferent Condition analysis and SWOT

Situation analysis is definitely the way in which a small business can look at the current placement within the industry and provides them with direction for their marketing campaign. SWOT is the initial stage of planning and appears at the Talents, Weaknesses, Possibilities and Dangers involved in a project or business. For example , certainly one of Ikea’s key strengths can be its strategic aim to employ no more material than important in the production of every single item. A particular table, the NORDEN desk, uses knotty birch solid wood. The knots in this wood usually imply it is refused by additional retailers and manufacturers since unsuitable to be used. However , IKEA has made the knots element of its design and style feature. Types of customers.

psychographic segmentation, this can be based on lifestyle and persona, values and interest, Ikea does not separate the store into sections but you have to walk through the complete store one which just exit, this really is a strategy to sell more products. The types of customers vary from people, people, firms, educational institutions, government, night clubs and societies, religious organisations. The customers that account for the majority of Ikea’s deal is the strong customer.

Ikea is a organization that is not looking towards a selection occasion however the usage rate of their product, being home items that they aim for their products to previous well and function to a top quality standard. Ikea has a good user dedication with a broad variety of buyers in the types of customers. Consumers see how affordable Ikea products are and how very well they previous, as long as that they don’t mind putting the merchandise together. The buying process would not vary from Ikea customers nevertheless the free annual catalogue gives purchasers a chance to plan making a stop in Ikea while the Ikea stores are generally not usually located conveniently because of the large floor area required to residence their item.

Ikea stores are not usually located outside of the inner metropolitan area because of this. There are emotional, sociocultural, economic and authorities reasons why people shop or don’t store are Emotional segmentation


Ikea is rating 41 inside the world’s best brands. The rand name name exclusively is worth almost eight million. The brand image intended for Ikea means affordable, contemporary design and its flat packs product range that provides Ikea their identity. The rand name name or logo essentially provides a message to the people of the quality and value connected with that merchandise, when they see it they immediately form judgements on the top quality, a strong brand name is essentially improving the relationship among a business as well as its customer.

Advertising strategies


Ikea’s products are tangible, Product matters because it is the main reason that clients go to Ikea in the first place. Ikea has the industry in toned pack furniture and the versatile design attracts customers and complies with their needs, the product could include the prestige of owning the item which will also relate with psychological elements. Place

Place matters since it is how the clients access the item. The Ikea experience is far more than just items, it is a selling concept specified by such a means that households, singles, lovers etc . can also enjoy shopping for home furniture. A day by Ikea has become described as more of an outing than a purchasing trip. Price

Price concerns because it is at the heart of the Ikea concept. Flat pack pieces of furniture cannot contend on price with developed, fully set up pieces, so it will be essential that Ikea continues to keep its prices below the competition. Price including prices methods, marketplace and competition based, Competition based pricing is the commonly used pricing approach. Promotion

Promotion is the most general public aspect of advertising it things because it helps to drive buyers into the shops in order to acquire furniture.

Honest and legal.

Ikea is recognised as a business that is the two legally and ethically an accountable business that looks beyond profit and develops a positive workforce with these procedures, advertising is extremely powerful in developing the incorrect or wright idea and misleading marketing is bad ethics. Expanding products in 3rd globe country is recognized as unethical because they obtain payed well below minimal wage. Ikea produces environmentally responsible items, the flat pack design and style would be argued that it decreases wastage and the cardboard will be environmentally friendly. The role of consumer law deals with

Deceitful and deceptive advertising which may be false information about products features and content, fake special offers which in turn don’t are present andoverstating the advantages that a product will provide towards the consumer. Cost discrimination, supplying preference for some retail stores by giving them with affordable prices than is offered to the rivals of those suppliers. The competition and client act aims to discourage the price discrimination in the industry environment. Implied conditions and warranties is a wonderful way for a small business to ensure the product will last in least the warrantee period, this allures customers as well as the consumer needs the business to satisfy their legal obligation to get a refund or perhaps replacement or perhaps the product if you have a developing problem within the warranted time, regardless the business by law. Resell price protection, this aims to balance the net income maximization of a business, Ikea ensures that the quality of a product in one country will not differ from one more. A manufacturer cannot usually sell the goods to a retailor if the retailor intends to market the product to get below the suggested price.


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