E-Marketing Strategies for IKEA Australia

Running head: IKEA AUSTRALIA
IKEA AUSTRALIA
Name of the student
Name of the university
Author Note

Table of content
Introduction......................................................................................................................................2
Company background......................................................................................................................2
Target markets.................................................................................................................................3
Marketing mix.................................................................................................................................3
Challenges and opportunities...........................................................................................................4
E-marketing activities......................................................................................................................5
Pay Per Click or Pay Per Call (PPC)...................................................................................5
Different e-marketing campaigns....................................................................................................6
Develop interactive marketing communication...............................................................................7
Examining the E-sale quality for delivering the products of IKEA................................................9
Conclusion.....................................................................................................................................11
References:....................................................................................................................................12

Introduction
E-marketing has become one of the major aspects in the modern day scenario as they help in
making a faster appeal to the customers. It must be noted in this context that all the organizations
have to face a very tough competition. In order to reach the global level customers, e-marketing
initiatives have become an important strategic initiative. As a result of this they have to make
sure that they are gaining a good grip over the online marketing platforms like social media
marketing. As per the opinion of Mathews et al. (2016) online marketing or the internet
marketing is of utmost importance in the modern day society as bit is a good platform of
interaction. Muzellec, Ronteau & Lambkin (2015) has stated that interactive marketing in the
modern day scenario is of utmost importance so that the organizations can take all the business
decisions by taking the views and the opinions of the customers. Surveys are also used in order
to make the feedbacks of the customers but in the modern day scenario it has been seen that
customers are much more active over the social media platforms than in comparison to the other
platforms
Company background
IKEA is one of the Global retailers that aim at making the lives of the customers easier.
The company is originally of a Swedish origin and has established into a multinational retail
group trying to fulfill the demands of their customers since the year 2008. The company was
founded in the year 28 July 1943 (Ikea.com, 2019). They mainly deal in the production of the
ready to move and ready to use home furniture like the kitchen alliances and also the home
furniture’s that helps in making the lives of their customers safe and also attractive.
The marketing aim of the company is to ensure well designed, user friendly and
affordable products to the customers so that they can get a smooth and easier life. The company
mainly deals in the home items of day to day use. The company makes sure that they are being
able to design their rooms at house and also at their offices in a way that it helps in making their
lives safe, easier and attractive.
Target markets
In the demographic segment age group and income level of the customers have been
chosen by IKEA for identifying its potential target customers. The company mainly targets the
members who are office goers and also the ones stay in a family. In other words the target
market mainly includes the customers who are belonging to the age group of 25 to 60 years.

Apart from this the expecting parents and the young parents who are working also form a major
section of the targeted customers of the company.
Marketing mix
Product
The company IKEA deals in a large number of products like bathroom storage, chairs,
tables, decoration pieces and many other such materials. In other words the company has been
successful in understanding about the current customers trends. Therefore they have diversified
themselves in the range of products. Therefore the company has been able to develop their
[products in such a ay that they can appeal to all the customers
Place
The company has also been successful in developing their branches in 28 countries and
they are now selling their products in about 340 stores. This is evident of the fact that customers
located even in the remote regions are able to buy the products being sold by the company. The
have also developed the online stores so that the customs also place their orders online and
collect them as per their choice. The company has developed the pickup points in order to help
the customers get their products on time without any trouble.
Price
IKEA has been able to set the price of their products with the right strategy. They have
been able to understand that the price of the products must be as per the quality. Therefore they
set the price accordingly and the customers are happy paying the same as they feel that it is
worth the quality
Promotion
Promotion can be considered as one of the important components in marketing mix
(Ziemba, Jankowski & Wątróbski, 2018). IKEA mainly promotes its products through publishing
of catalogues. The catalogues are avails both online sites and the application. Social media is one
of the important platforms that act for the organization. The social media platform is useful for
the promotion of the products by this company.