IKEA India: Market Analysis and Marketing Strategy

HI6006- Assessment 2
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Executive summary
This report is based on the Ikea India which is a Swedish company and expanded its business
India since 30 years. It has been analysed by this report that it is a leading furniture retailer in the
world. The company has believed to work on the needs and demands of the target market. This
report has been analysed products and services provided by the company in India. Current
corporate and company strategy, market segmentation, positioning and 4P’s of marketing has
been defined in this report.
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Table of Contents
Introduction......................................................................................................................................4
Products and services.......................................................................................................................5
Current Corporate strategy..............................................................................................................7
Ikea’s segmentation strategy............................................................................................................9
Geographic Segmentation............................................................................................................9
Demographic Segmentation.........................................................................................................9
Psychographic segmentation.....................................................................................................10
Behavioural segmentation.........................................................................................................10
Positioning strategy.......................................................................................................................11
Ikea’s customer values...............................................................................................................11
4P’s of marketing...........................................................................................................................12
Conclusion.....................................................................................................................................13
References......................................................................................................................................14
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Introduction
Business expansion is prime need of any organisation to enhance their scope of work on which
this report will focus. Most of the companies which are working in the domestic market has a
focus on foreign expansion. This report will be based on IKEA which is a Swedish company
working in different countries. The company deals in the furniture, home and kitchen appliance,
and other home accessories. The company has a retaining top position in the furniture retailers of
the world since 2008. Ready to assemble and attractive design is the unique selling point of the
products designed and sold by the company. IKEA is also working in India for 30 years and it
has approximately 50 suppliers and 45000 direct co-workers in India. The company wants to
expand their setup and business in various parts of the country on which this report will focus.
This report will contain a description of products and services, current corporate strategy,
segmentation strategy and marketing strategy used by the company to develop its business in
various parts of the country.
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