Ikea

TABLE OF CONTENTS

I/Introduction 2

II/Findings 2
1. Micro environment - Supplier…………………………………………………………………. 2
2. Macro environment - Natural environment…………………………………………………… 3
3. Customer buying process……………………………………………………………………… 5

III/ Conclusion 6

REFERENCES………………………………………………………………………………….. 7
APENDIX……………………………………..………………………………………………… 8

I/ INTRODUCTION
“Trends come and go, but combining a low price with good design and function never goes out of style” – This quotation tells us a lot about IKEA, a world-wide leading Home Furnishings brand, which was originated in Smaland, Sweden in 1943. Since then, IKEA has officially opened its stores in more than 30 countries, including Singapore.
Analyzing IKEA’s marketing environment, consisting of micro-environment and macro-environment factors, plays an important role in its success. Therefore, the first part of this report focuses on elaborating IKEA suppliers (micro-environmental force) and IKEA natural impacts (macro-environmental force). The second one describes five stages of the buying process that a customer needs to go through when buying a specific product of IKEA.
II/ FINDINGS

  1. Micro environment - Suppliers
Suppliers are firms and individuals that provide the resources needed by the company to produce its goods and services. Their problems can seriously affect marketing plans. Marketing managers must watch suppliers’ availability-supply shortages or delays, labor strikes and other issues which can cost sales in short term and damage customers in long term. Marketing managers also monitor the price trends of their key inputs because rising supply costs may force the product costs to increase then harm the company’s sales volume.

As a result, IKEA is striving to build close and long-term relationships with their suppliers in order to create and deliver customer value. Their focus is to motivate and support suppliers to take more responsibilities, implement and maintain IWAY... [continues]

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