Marketing and Ikea

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1.0 IKEA

2.1 INTRODUCTION

IKEA is a privately held company that sells home products and was founded in Sweden in 1943 by 17 year old Ingvar Kamprad. The name IKEA actually the initials of his name Ingvar Kamprad, Elmtaryd (the farm he grew up in) and Aqunnarvd (his hometown).

2.2 CORE PRODUCT

IKEA is known for their ready-to-assemble and cheap furniture. They have a modern architectural design on various types of appliance and furniture, often associated with a simplified eco-friendly interior design.

2.3 SUPPLEMENTARY SERVICES

As an augment to the core product, IKEA has their own Restaurant, Food Market and Småland to help facilitate their Furniture Store and to help enhance their value and appeal.
IKEA’s restaurant and food market both serves traditional Swedish food, for example their famous Sweden meatball. After a long day shopping for furniture, customers can head to the Restaurant (usually at the entrance of the store) to grab a bite. They can also purchase Swedish made groceries at their own IKEA Food Market.

Småland is a play area that parents can drop off their children at while they go shopping. Småland is usually located at the entrance of the store to make convenience for the parents to drop them off and pick them up.

2.0 TARGET CONSUMER

IKEA has a large range of target audience. They want to reach out to everyone who needs new furniture and are willing to assemble it themselves. They especially want to reach out the families with young kids because they have Småland and facilities that is prams friendly At the same time, IKEA is known for being cheap and well known for their furniture, hence it might attract newly-wed couples who are renovating their new home. Lastly by creating a restaurant, IKEA also increased their target audience, this is because youngsters would be willing to travel to IKEA store just to eat their IKEA meatball.

3.0 IKEA’S PRODUCT SERVICE DESIGN

4.4 IKEA’S DESIGN IT’S SERVICE PRODUCT

IKEA had to address 4 issues to design a service concept, which is the Nature of Process, Customer Role, Scheduling and Service level.

4.5 THE FLOWER OF SERVICE

There are 2 different types of supplementary services, facilitating and enhancing the supplementary services.

Facilitating Information, Order Taking, Billing and Payment.
Enhancing Consultation, Hospitality, Safekeeping and Exceptions.

IKEA gives out catalogues to their members and information of their products and prices can also be found on their online website. IKEA gives out catalogues to their members and information of their products and prices can also be found on their online website. INFORMATION

INFORMATION

ORDER-TAKING
ORDER-TAKING
PAYMENT
PAYMENT

Payment will be made at the cashier using cash, nets and even credit card.

Payment will be made at the cashier using cash, nets and even credit card.

After purchasing the products from the physical store, customers are allowed to request delivery their furniture to their home. After purchasing the products from the physical store, customers are allowed to request delivery their furniture to their home.

There are staffs stationed at the different sections of the store. These staffs can help facilitate the customers and customers can consult them for opinions or help. There are staffs stationed at the different sections of the store. These staffs can help facilitate the customers and customers can consult them for opinions or help. Receipts will be issued to every customer and delivery slips will also be issued to those customers who opted for delivery. Receipts will be issued to every customer and delivery slips will also be issued to those customers who opted for delivery. IKEA is made to be wheelchair and pram friendly hence help facilitate and add extra value for the customer. IKEA is made to be wheelchair...
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