The paper "Information Technology and Marketing at IKEA" is a great example of a Marketing Case Study. This report is based on an international marketing analysis for IKEA. Marketing enables organizations compete and stay relevant to their customers. This report provides an analysis of international marketing for IKEA ready to assemble product segment. It discussed the nature and role of marketing used by IKEA to gain an advantage market over its competitors in international market. Moreover it outlines the marketing strategy used by IKEA to market and venture into international market.
The report discusses strategies used to acquire and retain its customers and the effect it has for the overall business. Further the report expounds current trends and how IKEA can adopt rapid change in technology that has changed the manner in which international organizations operate and conduct business to remain competitive with its competitors. Lastly the report analyses the political and economic factors that influence IKEA. Introduction Marketing refers to the management process for identifying, anticipating and satisfying consumer’ s requirements. Organizations engage in marketing so as to please and win loyal support from their customers.
It aims in spreading words about organization products or services to potential consumers. It enables a company to distinguish its present customer’ s better hence innovating better ways for reaching new customers (Gupta, 2013). This report will create an international market analysis for IKEA ready to assemble the furniture segment. About IKEA IKEA was founded in Sweden in 1943 and offers homemade furnishing and accessories of good design and function at a low cost. It has over 590 million visitors every year to its stores all over the world. Some of its visitors are tracked entering its website.
It has catalogs that contain 9500 different products as its main marketing channel distributed worldwide. It aims at providing cheap and well-designed functional home products at low prices. IKEA ready to assemble the furniture segment is one of the most vital sectors for the company. This is through the production of prefinished, unfinished and non-upholstered furniture which is assembled by the customers. (IKEA, 2015) Ready to assemble furniture industry status Ready to assemble furniture segment holds promise for the industry. This is due to the fact that there is still more room for investment and expansion.
The industry can support additional capacity and IKEA can take advantage of this. As IKEA expands, it is important to have joint ventures with the local partners which would enhance their market reach. For IKEA to succeed in the ready to assemble industry, pricing, quality and design are vital. This is due to the competitive nature of the industry. The retail sales on the ready to assemble furniture have been growing at an average rate (Furniture world magazine, 2014).
The growth is driven by new styles, designs, and improved assembly techniques. The competition in the industry is based on the quality, types and brand image. IKEA has a strong brand image that has enabled it to retain a large market share (Torekull, 1999). Marketing Mix for IKEA Marketing mix refers to a form of marketing strategy consisting of a set of controllable tactical marketing tools; product, price, place, and promotion, that blends to produce the response a firm desires from the target market. The marketing mix is a powerful concept that makes marketing easy to handle as it allows the separation of marketing from other activities of a firm.
Marketing mix components can change a firm’ s competitive position. To be a market leader, IKEA incorporated market mix in the following ways (Burt, Johansson & Thelander, 2011).
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