Ikea Marketing Strategy

IKEA Case Study Strategic Marketing Plan Review

Table of Content

1.0 Executive Summary Pg. 3

2.0 IKEA Company’s Proflie Pg. 4

3.0 Segmentation Base on Applied by IKEA Pg. 5

3.1 GEOGRAPHIC SEGMENTATION

3.1.1 TARGET MARKET SEGMENTS Pg. 5

3.2. DEMOGRAPHIC SEGMENTATION

3.2.1 TARGET MARKET SEGMENTS: Pg. 6

3.3 PSYCHOGRAPHIC SEGMENTATION Pg. 6

3.4 BEHAVIORAL SEGMENTATION

3.4.1 TARGET MARKET SEGMENTS Pg. 7

3.5 IKEA’S POSITIONING STRATEGIES Ph. 7

4.0 Customer Value Provided by IKEA Pg. 8

4.1 Strategy of Best product values offered by IKEA Pg. 8 & 9

4.2 Best Price value strategies offered by IKEA Pg. 9

4.3 Best Service Value Strategies offered by IKEA Pg. 10

5.0 MARKETING PROPOSAL PROGRAM Pg. 11

5.1 PRODUCT STRATEGIES Pg. 11

5.2 PRICE STRATEGIES

• The Long-Term Aspiration of IKEA

• Reducing a lower price in several ways:

• The Short-term Aspiration of IKEA Pg. 12 & 13

5.3 PROMOTIONAL STRATEGIES Pg. 13, 14, 15 & 16

5.4 PLACE STRATEGIES Pg. 16, 17, 18, 19 & 20

6.0 Conclusion Pg. 21

7.0 Referencing Pg. 22

1.0 EXECUTIVE SUMMARY

The selected company for discussion is IKEA group where company is renowned for their D.I.Y concept which makes them the sovereign furniture retailer in the industry. In this report, the first scope of the discussion will be accentuating on the segmentations and target market segments on how IKEA is based according to their company standards with different approaches and ways of adopting the concepts.

The second scope will be on IKEA’s 5 positioning strategies where IKEA’s channel of distribution to propagate their products, differentiation of products and services being offered, and the advantages of trained personnel within the company and how the reputation of the company being upholds.

Thirdly, the customer value on IKEAs and will also focus on the three strategies that they have adopted and the way they...