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Academic Term Papers Catalog IKEA: MARKETING ANALYSIS.
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| 12617. IKEA: MARKETING ANALYSIS. The following provides a marketing analysis of Ikea - the world's largest furniture retailer - with an emphasis on its global operations and strategy. Following an overview of the company's history, Ikea's product line and marketing concept is described in detail. The analysis then focuses on two aspects of Ikea's marketing mix: channels and promotion. Greater emphasis is given to promotion, both because of the greater availability of information (Ikea's status as a privately-held company with a highly complex -- and secretive -- operational structure severely limits the amount of information on the specific structure of the company's finances and operations) and because of the company's innovations in this area. Concludes that Ikea's success built on a global marketing strategy which combines product standardization with locally-based advertising and promotion. 15p., 51f., 39b. | $105 |
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