Digital Marketing Strategy - Assignment

Digital Marketing Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Development of a digital marketing plan....................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Digital marketing is the process and activity of marketing of products and services by
utilising digital technology and tools, majorly on the internet, display advertisement etc. and by
using other digital medium and mode (Coupey, 2001). This assignment is based on IKEA which
is a Swedish international group that designs and sells ready to assemble furniture. This
assignment will discuss about digital marketing plan of the company.
TASK
Development of a digital marketing plan
Overview
IKEA is a globally known home furnishing retail organisation. It is a Swedish
organisation which was established in 1943 by Ingvar Kamprad and headquartered in Delft,
Netherlands. It design and sells ready to assemble furniture, kitchen appliances and home
accessories. There are 211,000 employees who making their contribution in operating the
business of this company all over the world. Marketing plan is encompassing representation that
outlines the promotion and marketing endeavor for the forthcoming. In defines business actions
and operations which are considered in achieving particular marketing objectives within a set
time period.
Objective- The aims of the company is to aware the Thai market with the products and services
of IKEA. The objective of this company are as following:
 The main objectives of this company is to set up the brand to Thai's market.
 To maximization in the sales, store visits, product trail and website visits.
 Making increment in the market share with the help of sales of the products and services
of organisation.
Market Research- It indicates to the process of find out the needs and demands of market and
target audiences of the company. So that the management of receptive company can aware with
the needs of its consumers and design or offer products according to their needs.

SWOT analysis- It is a strategic planning method which is utilised by the management of
the company to assist a company in identifying strengths, weaknesses, opportunities and threats
affiliated to business competition and project planning. SWOT analysis of IKEA is defined as
beneath:
Strengths Weaknesses
 IKEA is a strong international brand
which et attention of key target
audiences groups (Kleindl, 2001).
 The company offers well designed,
quality and functional products at low
prices all over the world.
 IKEA fundamental rule id to keep the
cost low but increasing price of raw
material affect it unfavourably which
affect its economic condition.
 There are lack of differentiation within
the products and services of this
company which affect it negatively.
Opportunities Threats
 By making innovation in its existing
products and manufacturing new
products, the company can get various
opportunities.
 By making expansion in its business in
developing nations, it can also make
growth in economic situation (Mahajan
and Venkatesh, 2000).
 There are number of furnishing
organisation in market and they offer
substitute products which generate
threats to the company.
 Due to change in rules, regulation and
legislations of the different nations,
global economic and financial crisis are
occurred which affect organisation's
business.
STP- In IKEA the administration of the company make segmentation in its products on the basis
of geographic, demographic and behavioural base. It statemented consumer on the basis of
regions such as US, Europe, Asia, Latin America etc. and focus on Urban areas. On the basis of
demographic they segmented on the basis of age such as 22 or more than, income group and
occupation like students, employees and professionals. They targeted families of upper or middle
class with the purpose of increasing sales and growth. To have a good position, IKEA provides
great ready to assemble furniture with great purchasing occurrence.

Marketing Mix- It indicates to the procedure to the set of actions and strategies which is utilised
by a company to promote its brands and products at marketplace (Rimmel and DeNito, 2000).
Basically it is an activity which is used by the management of a company to provide information
about its products, their prices etc. Marketing mix of IKEA is as mentioned below:
Product- IKEA offer a wide range of products and divided its product in different
categories like outdoor furniture, baby and children's products, desks, mirrors, beds and
mattresses, eating, bathroom stage, chairs, cooking, cloths storage, decoration and safety
products etc. Apart form it, this organisation also provide, Swedish food, tables, textiles, rugs,
tools, TV and media furniture etc.
Price- This company use low pricing strategy and design low cost furniture for
households and offices. Respective company permits not only lower cost but also free at the
IKEA restaurant from Monday to Saturday.
Place- This company operate its business in more than 50 nations with more than 25
distribution centres (Rose and Kirk, 2001). IKEA has a global distribution network and a huge
volumes on production side.
Promotion- The management of IKEA utilise various promotional tools like TV, print,
online ads billboards to provide information about its products and services to its target
audiences. Now these days, digitalization increased and used by most of organisations so this
company can also used various digital tools of promotion like social media, Facebook, Twitter,
Instagram, Web advertisement in its business to create awareness about its products.
Evaluation and Monitoring- To evaluate and monitor the digital marketing plan, the
administration of the company can use and utilise key performance indicator and benchmarking.
With the help of KPI, management can measure that how effectively organisation is achieving its
set business objectives such increment in market share, use of digital promotional tools etc. The
company c an use it also at multiple levels to evaluate their growth at motility targets (Sheth and
Parvatiyar, 2001). With the assistance of benchmarking the administration of IKEA can identify
gaps in performance in the company and bend them into opportunities for development.
CONCLUSION
From the preceding information, it can be summarised that digital marketing plan is
helpful to make concentration on resources and plan for the growth of the business. Digital tolls
are also effective and beneficial to provide information about products and services of a specific

company. With the help of marketing plan, the management of the company also get information
about those components which influence the success of the firm.
REFERENCES
Books & Journals
Coupey, E., 2001. Marketing and the Internet. Prentice Hall PTR.
Kleindl, B. A., 2001. E-marketing: Capitalizing on technology. Thomson Learning.
Mahajan, V. and Venkatesh, R., 2000. Marketing modeling for e-business. International Journal
of Research in Marketing. 17(2-3). pp.215-225.
Rimmel, G. and DeNito, E., 2000. Marketing in the E-Age-E-business affects on Marketing.
Rose, R. and Kirk, C. M., 2001. The strategy of planning. Planning for Higher Education. 29(4).
pp.50-55.
Sheth, J. N. and Parvatiyar, A., 2001. The antecedents and consequences of integrated global
marketing. International Marketing Review. 18(1). pp.16-29.
Online
Objectives of IKEA. 2019. [Online]. Available Through:
<https://www.slideshare.net/pimpisaj/ikea-marketing-idea>.
IKEA SWOT Analysis. 2019. [Online]. Available Through:
<https://notesmatic.com/2016/09/ikea-swot-analysis-2016/>.
IKEA Segmentation, Targeting and Positioning. 2019. [Online]. Available Through:
<https://research-methodology.net/ikea-segmentation-targeting-positioning-targeting-
cost-conscious-customers/>.