Management Science II Dr. S.Bharadwaj MODULE 1 Segmentation‚Targeting and Positioning • • • • Segmentation‚ Targeting and Positioning Definitions Segmentation Variables Evaluation of Segments Summary What is segmentation‚ anyone? • • What about targeting and positioning? Segmentation is the process of grouping people or organizations within a market according to similar needs‚ characteristics‚ or behaviors Dividing the market into groups • • • an entire market rarely has the same tastes
Premium Marketing
IKEA CASE STUDY (Current Position‚ Value Chain Approach‚ Goes Forth) Word Count: 2‚884 IKEA is the world’s largest furniture retailer‚ specialising in selling stylish‚ inexpensive‚ self assembly Scandinavian design furniture‚ home accessories‚ kitchens and bathrooms in their retail stores around the world. Delivering good quality contemporary design furniture to the middle class consumer is not the only focus of the IKEA group; it also sells a lifestyle that customers around the world recognise
Premium Management Strategic management Marketing
Brand Positioning & Repositioning Brand Positioning In marketing‚ Positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product‚ brand‚ or organization. Generally‚ the Brand positioning process involves: 1. Defining the market in which the product or brand will compete (who the relevant buyers are) 2. Identifying the attributes (also called dimensions) that define the product ’space’
Premium Alcoholic beverage Soft drink
Introduction. The IKEA Group‚ one of the world’s top furniture retailers‚ has emerged as the fastest-growing furniture retailer in America. From 1997 to 2001‚ the revenues of IKEA doubled from $600 million to $1.27 billion in five years so the history proofed that it seems possible for IKEA to reach this goal. However‚ IKEA faced several challenges with the market entrance: American’s mind-set‚ competition from established furniture retailer and different customer’s preference etc. To address to
Premium Marketing
Political Map of the World‚ January 2011 AUSTRALIA Bermuda Sicily / AZORES Independent state Dependency or area of special sovereignty Island / island group Capital 150 120 90 Alert 60 30 0 30 60 90 120 150 180 ARCTIC OCEAN QUEEN ELIZABETH Ellesmere Island Qaanaaq (Thule) ARCTIC OCEAN Longyearbyen FRANZ JOSEF LAND SEVERNAYA ZEMLYA ARCTIC OCEAN NEW SIBERIAN ISLANDS Scale 1:35‚000‚000 Robinson Projection standard parallels 38°N and 38°S
Premium Pacific Ocean Atlantic Ocean
Introduction: IKEA is a privately held‚ international home products company that designs and sells ready-to-assemble furniture such as beds and desks‚ appliances and home accessories. The company is the world ’s largest furniture retailer. It was founded in 1943 by 17-year-old Ingvar Kamprad in Sweden. As of October 2010‚ the chain has 313 stores in 38 countries‚ most of them in Europe‚ North America‚ Asia and Australia. The word IKEA was an acronym of his name and address: Ingvar Kamprad and Elmtaryd
Premium IKEA
two years with IKEA‚ the world’s largest furniture retailer‚ and less than a year into her job as business area manager for carpets‚ she was faced with the decision of cutting off one of the company’s major suppliers of Indian rugs. While such a move would disrupt supply and affect sales‚ she found the reasons to do so quite compelling. A German TV station had just broadcast an investigative report naming the supplier as one that used child labor in the production of rugs made for IKEA. What frustrated
Premium IKEA
Executive Summary In this assignment‚ it mainly explains focus on the strategic management process. There are 3 main part of the assignment where each part describes on the different stages in the strategic management process. Strategic management is the art and science of analysing‚ formulating‚ and implementing decision that enable an organization moving towards to archive its organizational goals and objectives. Strategic management process consists of three major stages which is strategy analysis
Premium Strategic management
BUS 565 Organizational Theory Case Analyses Dr. Nanette Metz Congbo Zeng(Leo) IKEA: Scandinavian Style IKEA is a Dutch company‚ which has branches in several countries around the world‚ selling flat-box storage of furnitures‚ accessories‚ bathroom and kitchen products and other goods. “As of January 2008‚ the company is the world ’s largest furniture retailer. ”[i] IKEA is the pioneer in designing and selling ready-to-assemble furniture‚ and it is founded in 1943 by Ingvar Kamprad at
Premium Ingvar Kamprad IKEA
While the still sell the same products worldwide‚ they adapt their products to fit the needs and wants of local areas. I return to the kitchen example above. It is the same products‚ just arranged and displayed in a way that fits the market. They also seem to use online‚ stores and catalogs to get their product out to the consumer in all markets‚ but adapt each to how a particular area responds. Price is also adaptable
Premium Marketing Retailing Strategic management