MARKETING STRATEGIES
Marketing strategies including four aspects of product, place, promotion and price. We will comparing the differences and similarities between the home country, Sweden with UK and China as a host country.
Product
Sweden product range is child friendly and covering the whole family, young and old needs. The product is versatile, wide in style and ways also coordinated. Using the strategy of “democratic design” which is combination of function, design and low price for all of its product to attract users. All products that Ikea offered including all eleven main categories which are kitchen living, cookware, living room, bedroom, bed textiles, bathroom, Children’s Ikea, work at home, home organization, decoration and lighting. …show more content…
In Sweden, the stores are located near highway or other main city road. They need huge space for store and parking place thus to lowering the cost, it is better to avoid city centers. Ikea store were located outside the city as the customers could use their own car to travel. In Sweden it is easy to get place for stores because Ikea get many propositions from different area and town. Thus it lead to competition in locating good places for the stores.
In UK there are strict retail planning laws by the authority and it is difficult for a big block stores like Ikea in the town. The main concern for Ikea is the lack of new established stores in UK. As it is hard to established new stores, adjustment have been made to stores in the UK. As an example, adjustment from big parking space and two stores to a new 3 level store. In addition, the stores have been established closer to the …show more content…
Firstly, Ikea’s catalogue is the most important and powerful marketing communication that they used. The catalogue give an idea on how a customer can be better with Ikea’s furniture along the information of price and products. Besides there are also Ikea Family and loyalty cards club. As for youth target market, the marketing were focused to fun and excitement concept and website home page help consumers to find things and information beforehand. There is also re-launch campaign to keep the market aware of Ikea products. Finally, the main marketing tools is the store outlook where customers could find directly the
Marketing strategies including four aspects of product, place, promotion and price. We will comparing the differences and similarities between the home country, Sweden with UK and China as a host country.
Product
Sweden product range is child friendly and covering the whole family, young and old needs. The product is versatile, wide in style and ways also coordinated. Using the strategy of “democratic design” which is combination of function, design and low price for all of its product to attract users. All products that Ikea offered including all eleven main categories which are kitchen living, cookware, living room, bedroom, bed textiles, bathroom, Children’s Ikea, work at home, home organization, decoration and lighting. …show more content…
In Sweden, the stores are located near highway or other main city road. They need huge space for store and parking place thus to lowering the cost, it is better to avoid city centers. Ikea store were located outside the city as the customers could use their own car to travel. In Sweden it is easy to get place for stores because Ikea get many propositions from different area and town. Thus it lead to competition in locating good places for the stores.
In UK there are strict retail planning laws by the authority and it is difficult for a big block stores like Ikea in the town. The main concern for Ikea is the lack of new established stores in UK. As it is hard to established new stores, adjustment have been made to stores in the UK. As an example, adjustment from big parking space and two stores to a new 3 level store. In addition, the stores have been established closer to the …show more content…
Firstly, Ikea’s catalogue is the most important and powerful marketing communication that they used. The catalogue give an idea on how a customer can be better with Ikea’s furniture along the information of price and products. Besides there are also Ikea Family and loyalty cards club. As for youth target market, the marketing were focused to fun and excitement concept and website home page help consumers to find things and information beforehand. There is also re-launch campaign to keep the market aware of Ikea products. Finally, the main marketing tools is the store outlook where customers could find directly the