Ikea Case Study

What are the relevant pieces of information we need to consider?

Opportunities/threats/trends

Cost efficiency, cheap

Heritage, Industry, Founding, No leader in the US furniture market, young adults need stylish designs

Threats: Loss of initial supplier---help to find their concept, entrants into the US market, technical socio culture

Trends:

Who should be the target customer(s)?

- Market segmentation

Young adults, families price sensitive, people who likes travel abroad, risk taker, consource of culture. Limited income, young family

What does the target customer want?

Low price, convenience, stylish, trade off DIY for low price.

Why do people buy or not buy brand x?

Value customer experience, huge selection, full service, with disposobal income, infer from the furiniture background, rich people, product matrix,

Who buys/will buy from

What do we do well/not well?

Complete shop experience, balance quality and price, boudle of attributes, competition between designers, internally competitive, showroom, the way they design their stores, products tailor to meet the wants of consumer, eg. Flat packaging

How well does XX perform on relevant attributes

Restaurant

What is the competition offering?

…relative to its competitors, …relative to each other

One stop shopping, target separate market, parking,

* What are the relevant pieces of information we need to consider?

* Opportunities/threats/trends

Product Mix,

Opportunities: national brand

threat: changing consumer needs, local market, changing consumption pattern, fresh vs local thing, heaving competition

Trends: Italian market growing

Nichy market

The theory the internal process shall meet the positioning, complementary things. Business model difficult to be copied. Fixed together,

* Who should be the target customer(s)?

* Market segmentation

Family contrelic mum shopper, three target , female buying breakfast/female buying for man/mum...