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Ikea Marketing Plan

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Ikea Marketing Plan
MARKETING PLAN

INTRODUCTION 3
IKEA HISTORY AND ENVIRONMENT 3
IKEA TARGET MARKET 6
BRIEF PRODUCT OVERVIEW 8
COMPETITIVE REVIEW 9
Product Positioning 9
Competitions 9
DISTRIBUTION REVIEW 9
Objective and challenges 11
Challenges 12
SWOT 13
COMPANY MARKETING CARACTERISTICS 13
PRODUCT LINE, BRAND AND SERVICES 16
PRICE 18
Designing Pricing Strategies and Programs 19
PLACE 20
PROMOTION 22
INTEGRATED MARKETING PLAN MIX 24
Budget 24
Control 24

EXECUTIVE SUMMARY
IKEA group is one of the top furniture retailers in the world. With its unique combination of form, function and affordability, IKEA distinguished itself from other furniture retailers.
With its success in Europe, IKEA entered the American market with the hope of continuing its success. Even if it was not very successful initially, it improved through its market research and advertisements,
Nowadays, IKEA captured major market share in the US market and also the reputation of being the fastest-growing furniture retailer in the US.

INTRODUCTION

Ikea is a company which produce and sells home products, accessories, bathroom and kitchens for people all over the world.
The firm was founded in 1943 by Ingvar Kamprad in Sweden and nowadays is controlled by the family Kamprad.
The name is an acronym that comes from the initials of the founder (I.K) and the initials of the farm where he grew up and his home country (Elmtaryd and Agunnaryd -Sweden-)
Ikea has 238 stores in 34 countries with 104000 workers in 44 different countries. The headquarter is in Helsingborg, Sweden. In Spain there are many stores distributed as in the following picture from http://globalizacion-y-economia.blogspot.com :

It is leader in the sector of furniture and it is one of the most prestigious and innovative company in the world; Ikea has the largest market share of the sector but it has to be in constant vigilance and innovate to continue being the leader.

IKEA HISTORY AND


References:  www.ikea.com  www.commercialcloset.org  www.wikipedia.org  www.infurma.es/es/  www.tiempodehoy.com/  http://www.oppapers.com  http://www.dexigner.com  http://winred.com  http://www.tormo.com http://www.invertia.com
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