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IKEA: Strategic Marketing Plan

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IKEA: Strategic Marketing Plan
IKEA Case Study Strategic Marketing Plan Review
Table of Content
1.0 Executive Summary
Pg. 3
2.0 IKEA Company’s Proflie
Pg. 4
3.0 Segmentation Base on Applied by IKEA
Pg. 5
3.1 GEOGRAPHIC SEGMENTATION
3.1.1 TARGET MARKET SEGMENTS
Pg. 5
3.2. DEMOGRAPHIC SEGMENTATION
3.2.1 TARGET MARKET SEGMENTS:
Pg. 6
3.3 PSYCHOGRAPHIC SEGMENTATION
Pg. 6
3.4 BEHAVIORAL SEGMENTATION
3.4.1 TARGET MARKET SEGMENTS
Pg. 7
3.5 IKEA’S POSITIONING STRATEGIES
Ph. 7
4.0 Customer Value Provided by IKEA
Pg. 8
4.1 Strategy of Best product values offered by IKEA
Pg. 8 & 9
4.2 Best Price value strategies offered by IKEA
Pg. 9
4.3 Best Service Value Strategies offered by IKEA
Pg. 10
5.0 MARKETING PROPOSAL PROGRAM
Pg. 11
5.1 PRODUCT STRATEGIES
Pg. 11
5.2 PRICE STRATEGIES
The Long-Term Aspiration of IKEA
Reducing a lower price in several ways:
The Short-term Aspiration of IKEA
Pg. 12 & 13
5.3 PROMOTIONAL STRATEGIES
Pg. 13, 14, 15 & 16
5.4 PLACE STRATEGIES
Pg. 16, 17, 18, 19 & 20
6.0 Conclusion
Pg. 21
7.0 Referencing
Pg. 22

1.0 EXECUTIVE SUMMARY
The selected company for discussion is IKEA group where company is renowned for their D.I.Y concept which makes them the sovereign furniture retailer in the industry. In this report, the first scope of the discussion will be accentuating on the segmentations and target market segments on how IKEA is based according to their company standards with different approaches and ways of adopting the concepts. The second scope will be on IKEA’s 5 positioning strategies where IKEA’s channel of distribution to propagate their products, differentiation of products and services being offered, and the advantages of trained personnel within the company and how the reputation of the company being upholds. Thirdly, the customer value on IKEAs and will also focus on the three strategies that they have adopted and
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