Ikea Case Study

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IKEA Case Study and Strategic Marketing Plan Review
Professional Marketing Consultancy Group
(List Group Members)

Table of Contents
1.0 Executive Summary3
2.0 IKEA Company Profile4
3.0 Segmentation Bases Applied by IKEA5
3.1 Target Market Segments Identified by IKEA5
3.2 Positioning Strategies Adopted by IKEA5
4.0 Customer Value Provided by IKEA6
4.1 Best Product Value Strategies Offered by IKEA6
4.2 Best Service Value Strategies Offered by IKEA6
4.3 Best Price Value Strategies Offered by IKEA6
5.0 Marketing Program Proposal7
5.1 Product Strategies7
5.2 Price Strategies7
5.3 Promotional Strategies7
5.4 Place Strategies7
6.0 Conclusion8

1.0 Executive Summary

2.0 IKEA Company Profile
Founded in Sweden in 1943, IKEA is the world’s leading and largest home furnishings retailer, with a fully-integrated supply chain, including its own industrial group. Founded in Sweden in 1943 by 17-year-old Ingvar Kamprad, who later became one of the richest people in the world, the company's name is an acronym comprising the initials of Ingvar Kamprad (the founder's name), Elmtaryd (the farm where he grew up) and Agunnaryd (his hometown in Småland, South Sweden). The company is known for its modern architectural designs on various types of appliances and furniture, often associated with a simplified eco-friendlyinterior design. In addition, the firm is known for the attention it gives to cost control, operational details and continuous product development, allowing it to lower its prices by an average of two to three percent over the decade to 2010, while continuing its global expansion. As of October 2011, IKEA has 332 stores in 38 countries.

3.0 Segmentation Bases Applied by IKEA
Segmentation Bases Applied by IKEA (demographic, p.4)
According to Strynthal and Tybout (2001), demographic segmentation encompass variables like age …(Ivythesis.com, 2010). Demographic segmentation that has been adopted by IKEA...
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