Marketing Management

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Table of content:

1.0 ………………………………………………………….Introduction

2.0……………………………………………………… SWOT analysis 2.1 Strength 2.2 Opportunities 2.3 Weakness 2.4 Threats

3.0 ……………………………………………………………….Product

4.0 …………………………………Product/Market Expansion Grid

5.0 …………………………………………….Environmental Analysis

6.0 ………………………………………The New Development Plan

7.0 …………………………………………………………...Conclusion

Introduction:

IKEA was founded in 1943, by 17 year-old Ingvar Kamprad in Sweden, the company is named as an acronym comprising the initials of the founder’s name, the farm where he grew up (Elmtaryd), and his home parish (Agunnaryd, in Smaland, South Sweden) .

From the heart of the Swedish mountains, the idea of IKEA developed in a way to establish a relationship between its customers and everyday living environment. After its success, the company has opened 253 stores in 24 countries in 2008. Today IKEA is the world’s largest home furniture retail shop; they have a different concept for shopping. While families are choosing their own home designed furniture, they could rest in one of IKEA’s restaurant that serves Swedish food, or just buy the groceries from the designated shop in IKEA.
Their concept differs from the usual idea of shopping; it combined an affiliation between economy and environment, to have the most suitable prices matching the daily lives of each one of us.
In this project research, we discussed the prospects and intimidations of such a company in the market, the product suggested in the research would be a huge success in the commerce field. We have also provided an environmental analysis for the company in the research, we have conducted a market research which will be found in the fifth part.

Since it was founded IKEA has always had concern for people and the environment. The IKEA vision ‘to create a



References: http://www.maxi-pedia.com/BCG+matrix+model http://en.wikipedia.org/wiki/File:Folio_Plot_BCG_Matrix_Example.png http://www.mba-tutorials.com/marketing/117-intensive-growth-strategies-ansoffs-product-market-expansion-grid.html http://www.ikea.com/ http://www.prenhall.com/behindthebook/0131738607/pdf/Ch.%205%20revised.pdf http://www.exporthelp.co.za/modules/1_considering_exporting/env_political.html#ixzz1bjI9uucb http://management.about.com/cs/generalmanagement/a/companyculture.htm http://www.history-society.com/natural-environment.html

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