IKEA - Marketing Case Study

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Roles and responsibilities of marketing functions in the context of IKEA......................3
P2. Different key roles and responsibilities of marketing related to IKEA............................5
TASK 2............................................................................................................................................7
P.3. Presenting different ways in IKEA using marketing mix (7P's) to achieve business
objectives................................................................................................................................7
P4 Marketing plan for IKEA..................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
The marketing world is more focused on direct contact with customers and users and
marketing managers lead the team and help in success of a company. Manager adds more
innovations on the product and helps to promote in the market.
The report is based on the case study of IKEA, which was founded in Sweden and now
has become the world's largest furniture retailer. It also sells kitchen appliances and home
accessories. It is an online business company who sells the entire product online andis always
aware about new technologies. It presented all roles and responsibilities of marketing functions
and helps to take a company on further level of growth and development.
It also focuses on how these responsibilities will help to make an organization wider and
maximizes its sales. The company also conducts many programs and events to let people know
about their brands and products. The report compares different ways of marketing mix that is 7
P's to achieve overall business objectives. It also throws light on the main functions of IKEA and
how it will enhance the performance level of company. The report also shows that IKEA differs
from others because of its planning and innovations. It will also present a basic marketing plan
other than IKEA.
TASK 1
P1. Roles and responsibilities of marketing functions in the context of IKEA
Marketing functions play a vital role in an organization's mission. It helps to promote all
the material of a business and increase the volume of sales. Marketing functions manages the
brand according to the need of users it means what customers need and how they interact with a
company. IKEA is a company who sells all its products online and it includes furniture, kitchen
appliances and home accessories. It is now the world's largest furniture retailer company. In
IKEA, it also conducts campaign management for marketing initiatives. It also promotes
materials and also keeps them up to date as to increase the sales volume. IKEA first identifies
products and services to focus more on selling cycle and then produce those products according
to the needs of customers and communicates and promotes them (Responsibility of Marketing
Departments.2018). IKEA is an online company which sells its product online; this marketing

function helps to keep website content up to date , so that people can quickly searches about the
business and new additions
Marketing department of IKEA monitors and manages the social media, it also carefully
watch what being posted on social sites about a company online (Armstrong and et.al. 2015).
The main role of marketing function in IKEA is to produce internal communication which
means that the employees who work should know their values and goals, aims, objectives so that
they work with more interest. It is often more responsible for employee communication through
newsletter and internet.
When a conference is held, the members who work in marketing department acts as a
spokesperson or guides on behalf of IKEA and they know how to responds to media. Research
also plays a vital role in marketing functions, as it help to define target markets and opportunities
to understand the needs of market and customers, then they apply in a company whether they
fulfill them or not (Martensen and Mouritsen, 2015). In IKEA company, to select a company and
then manage them to produce marketing material to support a market. These include agencies,
print vendors, web providers etc. It is job of the marketing department to reach customers,
investors and community to let them know about products and planning because they are only
help in creating an image which represents a company in positive and negative term.
Next are responsibilities of marketing functions for growing more revenue, increase
market share and contribute to IKEA's growth and development. A company without marketing
department cannot earn and increase its sales. There are many key responsibilities of a company
which should be handled especially by the marketing department.
In a company, there are various types of marketing department i.e. advertising,
publications etc. Each person is liable to its responsibilities and completes it on time. To
establish marketing strategies, it is necessary to come close to customers in order to find their
needs. IKEA also creates surveys and keep information to sales team and customer support
which helps to redirect the marketing strategies in future. They also establish channels and social
networks to understand the needs of user better. It is important to know the position of a
company and about its rivals that is why IKEA always keep its eye on selling that which product
sold more and also identify its mistakes in order to overcome from it.
There are many people who work with an objective of a company and their contribution
towards company makes it stronger and sustain on its own position. IKEA always surprised