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IKEA's Marketing Success in America

This document provides a case study on IKEA's invasion and success in the American market. It discusses factors contributing to IKEA's success, including its one-stop shop experience, in-house restaurants, large open spaces, mix-and-match products, ease of logistics, flat packaging, and strong purchasing power from a global supplier network. It also outlines IKEA's competitive advantages, positioning strategies, perceptual map, and segmentation approaches.

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Amit Pandey
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200 views8 pages

IKEA's Marketing Success in America

This document provides a case study on IKEA's invasion and success in the American market. It discusses factors contributing to IKEA's success, including its one-stop shop experience, in-house restaurants, large open spaces, mix-and-match products, ease of logistics, flat packaging, and strong purchasing power from a global supplier network. It also outlines IKEA's competitive advantages, positioning strategies, perceptual map, and segmentation approaches.

Uploaded by

Amit Pandey
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

IKEA INVADES AMERICA

A CASE STUDY AS A PART OF MARKETING MANAGEMENT I

Group 2
Akash Jain
Akshat Modi
Amit Kumar Singh
Amit Pandey
Anirban Sinha

FACTORS ACCOUNTING FOR IKEAS SUCCESS


One-stop Shop Experience
In-house Restaurants, play
rooms
Large open spaces

Establish
Retail Price

Select
Manufactur
er

Determine
the
material to
be used

Mix and match between


products possible
Ease of Logistics

Superior
Shopping
Environmen
t

Uncomplicat
ed Design

Low Prices

Strong
Purchasing
Power

Design
Process

Flat Packaging helps in


decreasing cost
Decreased cost from
suppliers

Global network of suppliers


ensures lowest cost
possible
1300 suppliers in 53
countries

COMPETITIVE ADVANTAGE
Large
Warehouse
Showroom
in Suburban
centres

Strength of
Brand Name

Economics
of Scale:
Standardizat
ion

Competiti
ve
Advantag
es

Economics
of Scope:
Restaurants
and other
facilities

Economic
Design:
Logistics

Network of
Supply:
1300
suppliers in
53 countries

Distinctiven
ess of
Design
Diversity in
Assortment

POSITIONING STRATEGIES USED BY IKEA


Low Cost
leadershi
p
Strategy
Product
Strategy
Promotio
n
Strategie
s

Unique value chain


innovations
Wide range of products
Diversify Product line and
depth
High Profile advertisement
Campaign
70% marketing budget on
Catalogues
Online advertisement

PERCEPTUAL MAP

SEGMENTATION FOR IKEA

SEGMENTATION FOR METABICAL


Demography

Geography
urban and rural people

Psychography

Behavior

:
Choose drugs to lose their weight
Choose herbal to lose their weight

Like sport
Loyal to brand

Value oriented

Health treatment oriented

Price sensitive

Choose drugs based on advice


Check their healthy if there is only
damage

17 until 70 years old


education level : less than high
school, high school, some
collage, collage
income level : $25,000 $80,000+

Behavior
Choose drugs to lose their
weight
Like sport
Loyal to brand
Value oriented
Health treatment oriented
Choose drugs based on
advice

Demography
25 until 65 years
old
Collage
$25,000 ++

People who want to look like a


movie star
People who want to be healthier
People who want to wear the skinny
jeans
People who want to lose weight with
easy way
People that fine in the way they are
People with BMIs score :
overweight (2530), obese (30-40), severely obese
(over 40)

Psychography
People who want
to be healthier
People with BMI
score of 25-30

THANK YOU

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