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IKEA Marketing Plan
Transcript of IKEA Marketing Plan
Plan Vision and Mission MARKETING I ESTGA - 2012/2013 About IKEA It is a fact known by us that IKEA is a world reference in regard to the interior furniture.
1943, Kamprad founded IKEA with only 17 years, initially only sold pens, wallets, picture frames, tables ...
Only 4 years later the furniture started to be sold in IKEA stores.
In 1955 IKEA began designing its own furniture.
And in 1963 IKEA began to expand outside Sweden and opens the way for its internationalization. SWOT Analysis PESTLE Analysis Political - COMPETITION The IKEA's main competitors in Portugal are: Situation Analysis Economic - Better purchasing of emerging countries;
Pricing different according to the country;
Low price strategy in general. Sociological - Decent work conditions to its supplier;
Partnership with many social organizations. Technological - Creation and innovation of new products;
Better stock management. Legal - Strengthening of international importation regulation;
Norms / Standards. Environmental - Create products with a minimum of impacts on the environment;
Partnership with many environmental organization. Strengths Opportunities Weaknesses Threats Strong brand image
Broad geographic reach
Adaptability to market
Strong global strategy Too focused on Western Europe
Downside of distinctiveness Emerging markets Internet retailing Difficult economic conditions Increasing competition from supermarkets Marketing Strategy Marketing Objectives IKEA presents the following as its vision and business idea:
"At IKEA our vision is to create a better everyday life for the many people." Obtain 10,000 “first-time” visitors to IKEA showroom within one year of implementation Increase online sales by 15 percent within one year of implementation. Achieve a 10 percent return-rate with newly acquired customers. Target Market / Segmentation Positioning Marketing
Mix Product Price Distribution (Places) Promotion The products commercialized by IKEA are ample in many ways.
Ample in functionality
Large variety of styles. «Our business idea supports this vision by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them. » (“Our Business Idea”, 2011) IKEA has 31 distribution centers in 16 countries. The use of flat packaging
Currently there are two stores in Portugal, one in Alfragide and one in Matosinhos. Every year about 2.5 million catalogs are launched. This is the main strategy of communication of IKEA.
They also invest in billboards, television and radio. The price is the main variable of IKEA differentiation.
IKEA is the group that practices the lowest prices and with products with a high quality. Implemantation Conclusion Mónica Magalhães
IKEA is an example of how a well planned positioning is important for the brand to establish a place in mind of the consumer.
IKEA has a clear strategic positioning. IKEA aims to young shoppers who want style at low cost. • Create conditions to stimulate innovation.
• Mobilize resources to support the dynamic of innovation.
• Identify the Innovation results.
• Big Trends.
-IKEA on Facebook. «Design for Everyone»
IKEA intended for people looking for a range of products with innovative design, at low prices.
Ikea for kids;
Ikea 365+. In Conclusion IKEA concept is a standardized one but the strategies and the marketing activities to realize the standardized concept may have to be adjusted to the local marketing condition Accord the strategy to the diverse cultures and politics in the world. Moviflor