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Ikea Marketing Plan

By | November 2012
Page 1 of 24
IKEA Marketing Plan – Part I

Submitted to: John Daly Submitted by: Lindsay Churchman Matthew Holland Jamie Krebs Eveline Man Chris Manellis Chelsea Slade Due Date: February 17, 2011 MRK428MS

Internal Environment
IKEA current marketing goal and objective
The IKEA vision is to create a better life for many people who purchase their products. Their main objectives are: - IKEA produces cheap and affordable products for the customers - The company wants better life for those who cannot afford expensive products - IKEA always helps to produce right product for the right consumer - IKEA always tries to sell their products at low prices - The company’s global developments and its continual commitment is to have a positive impact on people and the environment. The Website of IKEA states the marketing objectives and goal of IKEA: “Our vision is to create a better everyday life for the many people. 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”(“ The Ikea Concept”).

How these goals and objectives are being achieved
One of IKEA’s main goals is to provide products at low prices to customers. IKEA has good, stylish furniture for their customers. There are 316 large stores in 267 countries. IKEA works to maintain a wellknown brand identity. IKEA marketing plan is very well design to sell the product. The main IMC goals include product design, catalogues, advertising, and public promotions.

Review of current marketing strategy and performance
Products: IKEA has everything to do with the home. The company has many products categories such as cooking, desk, eating, children’s IKEA, bathroom storage, beds & mattresses, chairs, clothes storage, decoration & mirrors, flooring, IKEA FAMILY cabinets & appliances, lighting, small storage, sofas & armchairs, storage furniture, tables, textile & rugs, transport & assembly and...
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