Ikea Invades America

1094 Words5 Pages
Marketing Case 1: IKEA Invades America • How does IKEA position themselves in the market? IKEA is a privately held from Sweden founded in 1943. It is an international home products company that designs and sells ready-to-assemble furniture such as beds, chairs and all different home accessories we can image. By 2002, IKEA was the worlds’ most prominent and the world's largest furniture retailer. It is obvious that IKEA have positioned itself as the bellwether of furniture retailer market and leads the tide of simple style furniture. • What is their value proposition and what types of value do they base their marketing on? Because one of IKEA’s main goals is to provide products at low prices to customers. I think that IKEA works to maintain a well-known brand identity, so IKEA has very clear and stable targeted customers who seek stylish furniture at a reasonable cost. Moreover IKEA is known for its modern architectural designs on various types of appliance and furniture, often associated with a simplified eco-friendly interior design. So I think IKEA’s value proposition emphasizes high-quality furniture at affordable or rock-bottom prices. • What kind of marketing management orientation does IKEA have? Today IKEA is leading home furnishings brands with more154 stores in 22 countries and serviced 286 million customers a year. The more comprehensive marketing management is necessary for IKEA. But IKEA marketing plan also pay more attention to very well design to sell the product. The main integrated marketing communication goals include product design, catalogues, advertising, and public promotions. So IKEA has good, stylish furniture and the new-product development process was overseen by a product-strategy council which is very professional and careful in every step in IKEA’s product lineup. • How does IKEA target

More about Ikea Invades America

Open Document