IKEA estate company report
Executive summary
Despite the fluctuating economy environment and the climate of estate industry, the overall price of houses still keep on increasing. Ikea, the furniture brand, also begins to step into estate industry. The aims of this report are to analyze the environment and marketing mix of Ikea estate, and finally make a three-year project plan for Ikea estate.
It seems the environment of Ikea estate is optimistic, despite the temporary economy recession and strict legislation. Government support, great demands, mature technology and low pollution are advantages for Ikea estate. When analyzing the competitive environment, though Ikea suffers threats of strong bargaining power of suppliers and fierce rivalry among estate industry, there are no more other threats. Ikea estate should focus on consumer market segmentation. Among consumer market segmentation, behavior segmentation, demographical segmentation, psychological segmentation and geographical segmentation should be analyzed. Product and services differentiation is the best choice for Ikea estate differentiation strategy, with the advantages of accumulated reputation, good quality and innovation. When developing marketing mix strategy, Ikea estate should produce the houses with ‘golden triangles’ involving great architecture, schools, shops and scenery. Prices will be varied with different situations. As to the place, cities with dense population and relatively high-level economy development are recommended. It is crucial for Ikea estate to conduct advertising promotion according to Internet, outdoor board and television. It is suggested Ikea estate three-year project is developed in York and Hamburg. The resource and budget plan will be conducted with the cooperation of main departments including project management office, financial department, supply chain department, marketing department and sales department.
Table of contents
1.0 Introduction
Estate industry is developing rapidly
Despite the fluctuating economy environment and the climate of estate industry, the overall price of houses still keep on increasing. Ikea, the furniture brand, also begins to step into estate industry. The aims of this report are to analyze the environment and marketing mix of Ikea estate, and finally make a three-year project plan for Ikea estate.
It seems the environment of Ikea estate is optimistic, despite the temporary economy recession and strict legislation. Government support, great demands, mature technology and low pollution are advantages for Ikea estate. When analyzing the competitive environment, though Ikea suffers threats of strong bargaining power of suppliers and fierce rivalry among estate industry, there are no more other threats. Ikea estate should focus on consumer market segmentation. Among consumer market segmentation, behavior segmentation, demographical segmentation, psychological segmentation and geographical segmentation should be analyzed. Product and services differentiation is the best choice for Ikea estate differentiation strategy, with the advantages of accumulated reputation, good quality and innovation. When developing marketing mix strategy, Ikea estate should produce the houses with ‘golden triangles’ involving great architecture, schools, shops and scenery. Prices will be varied with different situations. As to the place, cities with dense population and relatively high-level economy development are recommended. It is crucial for Ikea estate to conduct advertising promotion according to Internet, outdoor board and television. It is suggested Ikea estate three-year project is developed in York and Hamburg. The resource and budget plan will be conducted with the cooperation of main departments including project management office, financial department, supply chain department, marketing department and sales department.
Table of contents
1.0 Introduction
Estate industry is developing rapidly
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