[毕业论文] Marketing Plan& Analysis (IKEA) [复制链接]

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毕业论文-Marketing Plan& Analysis (IKEA)，共34页，8389字，43593字符，内容全英文

Executive Summary

IKEA has shown through its market share and profitability that it is a leader in the home furnishings industry. Aside from being an industry forerunner, IKEA also upholds a great reputation and brand image despite its few (37) retail locations in the United States. The company sets itself apart from competitors with its wide product range, offering customers almost everything under one roof to furnish and decorate any space. In order to achieve the objectives that focus on reaching a greater percentage of our target audience, increasing online sales and retaining customers, we present this integrated marketing plan to illustrate what tactics we will use to implement specific campaigns. This plan also provides further details about our unique media and public relations tactics, sales promotions and direct marketing strategies that will help obtain our goals and objectives. The objectives and strategies were developed to address specific strengths and weaknesses of the IKEA brand and company. From there, we also recognized opportunities for IKEA to grow within its target audience and propose individual ways to implement each of these growth tactics. Boosting online sales and nurturing the rapport we have with our customers to increase brand recognition are top priorities in this plan. Included in our $20 million budget is traditional advertising, but to execute an effective IMC campaign, we also use budget-friendly digital mediums like relatively new social media channels to open a direct line of communication with our customers. In the following year, we hope to reach out to customers more effectively with our marketing mix that includes both traditional and non-traditional advertising as well as compelling campaigns that will promote buzz and relationship building. As a result, IKEA will gain both sales and loyalty from new and existing customers.

Content

Executive Summary 2

History 3

Target Audience 5

PESTEL Analysis 6

Political factors 7

Economic Factors 7

Social factors 7

Technological Factors 8

Porter’s Five Forces Analysis 8

Rivalry within the industry 8

Bargaining power of suppliers 8

Bargaining power of buyers 9

Threats of new entrants 9

Threats of substitutes 9

SWOT Analysis 9

Strengths 9

Weaknesses 11

Opportunities 13

Threats 13

Why is the styling and design of IKEA products so popular? 14

Does IKEA’s blend of style and pricing have appeal to mainstream US consumers? 15

How do you account for IKEA’s growth and popularity: value or image? 16

What can IKEA do to sustain growth after it loses some cachet? 17

Market Penetration 17

Product Development 17

Market Development 18

Diversification 18

Tailoring of IKEA stores and products to fit local tastes will have a negative effect on IKEA. 19

Product 21

Price 21

Promotion 21

Place 21

Marketing Objectives and Strategies 22

Marketing Objectives 22

Marketing Strategies 22

Media Objectives, Strategies, Tactics & Budget Allocation 24

Sales Promotions 25

Sales Promotion Objective 1 25

Tactic 1 – Specialties (with a coupon) – “IKEA Outing Day” 26

Sales Promotion Objective 2 26

Tactic 2 – Loyalty Program – “IKEA Click” 27

Direct Marketing 28

Direct Marketing Objective 1 28

Tactic 1 – Direct Mail postcard 28

Direct Marketing Objective 2 29

Tactic 2 – E-mail direct marketing 29

Conclusion 30

References 30

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