Ikea
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OKIN BLESSING ADEIFE
M00271585
MGT 4010
MARKETING STRATEGY FOR MANAGEMENT
A CASE STUDY OF IKEA
SUBMISSION DATE: 10th JANUARY 2010
WORD COUNT: 1467
1. Develop a profile of the typical IKEA customer. To what extent does the profile vary across countries?
In order to develop a profile of a consumer, it is essential to view consumers in certain segments such as geographic and demographics (Jobber, 2004). According to Guardian newspaper in the U.K, a typical Ikea customer is a young, single or married man or woman with an average age of 42 and a low-medium income.
The profile of Ikea consumers are different and similar in terms of their geographics and demographics. Ikea consumers are in four different geographic regions namely; Europe, North America, Middle East and Asia. They are also in various cities in 38 countries (Ikea, 2003). The middle class of Ikea customers have similar spending habits. In Russia, a consumer spends an average of $85 per store visit which is exactly the same in Sweden (Capell, 2005). A typical Ikea customer in China is from 20-45 years old. Most of these customers have families with children, while some are well wducated couples with double income and no children (The Chinese Business Review, 2009).
2. Discuss Ikea’s strategy in terms of:
* positioning the brand in the eyes and minds of their customers.
* The drive for building a strong global brand
* Its pricing (strategy) and whether it is sustainable?
A strategic position is the face of a business strategy, it specifies how a...
M00271585
MGT 4010
MARKETING STRATEGY FOR MANAGEMENT
A CASE STUDY OF IKEA
SUBMISSION DATE: 10th JANUARY 2010
WORD COUNT: 1467
1. Develop a profile of the typical IKEA customer. To what extent does the profile vary across countries?
In order to develop a profile of a consumer, it is essential to view consumers in certain segments such as geographic and demographics (Jobber, 2004). According to Guardian newspaper in the U.K, a typical Ikea customer is a young, single or married man or woman with an average age of 42 and a low-medium income.
The profile of Ikea consumers are different and similar in terms of their geographics and demographics. Ikea consumers are in four different geographic regions namely; Europe, North America, Middle East and Asia. They are also in various cities in 38 countries (Ikea, 2003). The middle class of Ikea customers have similar spending habits. In Russia, a consumer spends an average of $85 per store visit which is exactly the same in Sweden (Capell, 2005). A typical Ikea customer in China is from 20-45 years old. Most of these customers have families with children, while some are well wducated couples with double income and no children (The Chinese Business Review, 2009).
2. Discuss Ikea’s strategy in terms of:
* positioning the brand in the eyes and minds of their customers.
* The drive for building a strong global brand
* Its pricing (strategy) and whether it is sustainable?
A strategic position is the face of a business strategy, it specifies how a...