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IKEA - RELATIONSHIP MARKETING

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by

Vi Nguyen

on 1 November 2013

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Transcript of IKEA - RELATIONSHIP MARKETING

IKEA - RELATIONSHIP MARKETING
Company / customer relationships
IKEA Family - membership benefits
Workshops, discounts, and free product insurance
IKEA for children
Play area for children
Restaurants and Swedish food markets
Services
Delivery, assembly and installation
Planning
Product guarantee and return
Finance
Gift registry
Online store
Online forum & survey (dialogues)
IKEA merchandise

Network-based relationship marketing
332 stores is 38 countries (2011)
High relational complexity
Vertical Integration
5 key concepts: product development and design; buying; manufacturing; logistics; sales
Long-term partnership with suppliers
Company / employee relationship
Company / Collaborator relationship
Suppliers
Code of conduct - IWAY
Energy saving & sustainability
NGO organizations
UNICEF
Save the children
UNHCR
WWF
Agenda
1. Network-based marketing
2. Relationship networks (Moller & Halinen 2000)
2.1 Company / customer relationships
2.2 Company / collaborator relationships
2.3 Company / employee relationships
2.4 Company / society relationships
3. Recommendations
3.1 Limitations
3.2 Suggestions
Competitors
John Lewis
Marks & Spencers
Howden Furniture
Customers
Employers
Employees
Society
Collaborators
Suppliers
Charity foundations
IKEA
Leadership by example
Constant desire for renewal
Togetherness and enthusiasm
Cost-consciousness
Striving to meet reality etc.

Limitations
Inconsistency in gender equality
Women in Saudi Arabian catalogue deleted
Fail to control food suppliers' quality
Horse meat
E-coli bacteria
World's 3rd largest wood consumer
Transparent monitoring (reinforcing the brand value)
Building relationships with competitors
Address environmental issues to improve industry image
Search for external expertise - food
Suggestions
IKEA Foundation (care for people & communities)
Company / Society relationships
"Working with us is like working with your friends"
Full transcript