Marketing Essentials: IKEA Marketing Plan, Roles and Responsibilities

This report delves into the marketing essentials of IKEA, examining the roles and responsibilities of the marketing function within the organization. It explores the application of the marketing mix (7Ps) to achieve IKEA's objectives, comparing its strategies with those of other companies. The report analyzes the marketing environment, including market segmentation, customer relationship management, and the importance of market research. Furthermore, it outlines the interrelationship between marketing and other organizational functions such as finance, operations, and sales. The report provides a comprehensive marketing plan for IKEA, covering market strategies, and emphasizing the importance of customer needs, employee responsibilities, and organizational goals. The analysis highlights how IKEA adapts to market changes, manages customer relationships, and aligns marketing efforts with overall business objectives. The report concludes with a detailed overview of the marketing process within IKEA and its contribution to business growth and economic development.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Roles and responsibilities of marketing function .................................................................3
P2) Roles and responsibilities of wider organisational .............................................................5
TASK 2............................................................................................................................................6
P3) Compare the ways IKEA company and apply marketing mix process to achive the
organisation objective ................................................................................................................6
TASK 3............................................................................................................................................8
P4) Creating the marketing plan about the IKEA .....................................................................8
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................12
Books and journals ...................................................................................................................12
.......................................................................................................................................................13

INTRODUCTION
Marketing is the process of selling their goods and services, gathering information from
market, fulfil their consumer needs so it is very essential aspect. This file will explain the role
and responsibilities of the IKEA organisation marketing manager, it is very important without
manager no any one take effective decision so it is very importance aspect. It also includes this
files market 7 p it is referred with product, price, promotions, physical evidence, place. It is also
giving the right solution as comparison between other company and defining the marketing
process (Harper, 2015). There are several functions of marketing manager is also use this
function and work the main motive of this organisation to achieve their goal in effective way.
Marketing is very helpful for economic development, business growth. IKEA is the famous
company it sells their products all over the world and focus to expand their business in whole
economy, they also providing the quality product.
TASK 1
P1. Roles and responsibilities of marketing function
Marketing is the process of thinking about business in terms of consumer wants and their
needs. It includes four elements known as 4p 's of marketing such as product, price, place,
promotions. It is very important for raising and maintaining the standard of living of the people.
It main functions are selling, buying, warehousing, standardisation, risk bearing, and
transportation etc (Ganguly and et.al, 2017). it is also the source of innovations like it very
dynamic concept, such as it creates ideas according to customer taste, preferences. It is very
helpful for developing the economy conditions. The major role and responsibilities of the IKEA
marketing manager is given below.
Monitoring of marketing environment: it is very important role for identifying the new growth
in the market environment, IKEA company manager play a vital role for gathering all the
information of the market like latest trends, provide formative response for the development of
furniture products their services (Ganguly and et.al, 2017). They involve socio economic
factors, internal and external changes of market, technology, political and legal forces. These are
forces are very crucial, it helps to developing the market strategies. If this organisation director
are not focus on this these factors so they do not ready for close recessions so this firm suffered
so director need to make a proper strategy planning for continue success.

Marketing segmentations: IKEA marketing manager help to identifying the clients in the large
different types of market and promotions of their goods and services. Marketing segmentations is
very important process for dividing the customer or product usually existing consumer and
potential user into various types of groups and segment on the basic of certain features like it
depend on different age, gender, income, places, occupations, values (Ganguly and et.al, 2017).
So it is important for analysis the taste and preference of the peoples and providing their services
in according to customer need and want.
Market strategies: the manager of IKEA Company play a very vital role in making marketing
strategies and planning of the business (Harper, 2015). The aim of the firm to manufacturing the
best product and sell in effective manner, so they make better strategies for long run business and
stability of the work. So the directors of this organisation need to treasure the need and
requirements and providing their furniture, kitchen item, accordingly. The growth of marketing
strategies take out a balance between firm’s goal and coming opportunities of market.
Market research: it is considered with involves the particular information of the products,
prices, and customers (Ganguly and et.al, 2017). It is also very important role IKEA organisation
manager also focus on marketing research, gather all the knowledge and providing their specific
items, good and services in according to consumer demand in order to communicate the best
services of the firms in the market. This organisation manager need to have proper knowledge of
the consumer taste need, it is important for making better decision to produce their product in
accordingly to fulfil their needs.
Customer relationship management : the role of IKEA manager to maintain their
relationships with management, it is very important for without effective management,
organisation cannot achieve their target so this is the major function of the manager to make a
better relations with their consumer and Providing a best product service though effective
communications, other using other channels (Harper, 2015). It is the process of communicating
with their clients through different types of stages of the purchasing process, and it also includes
consumer who have ready to buy their company product or services, it is easy to hold on to an
old client than it is searching new people. It is very helpful to increase their sales and the main
motive of this organisation to maintain their relationship with existing consumer as well as target
customer.

Responsibilities towards employees: marketing manager is not only responsible for their
consumer,the people are also responsible for their employees. IKEA company manager focus on
their work so it is the duty of the director to guide properly, fulfil their requirements, solve their
problems, assign their work in equal manner, creating a health environment at workplaces. It is
main responsibilities of the marketing manager to perform their duty in effective manner. This
firm directors also responsible for motivating their staff which is indirectly useful for the
development of the corporation (Harper, 2015). Evaluate their performances regarding their task
and giving advice when they go wrong directions. Providing effective training to their employees
for improving their skill, knowledge, it is also very useful for improving the performances of the
company.
Responsibilities towards organisations: marketing manager play very important role in the
IKEA organisation, it is also the main responsibilities to managing whole business in proper
way. Collect the actual result of the market research and take decision like how much control
quantity and quality of the production, directors also focus on product planning and fixed
product prices and calculating the sales.
Responsibilities towards customer: products whole market and to providing sale services.
This organisation director need focus on customer alternative products so it is very crucial duty
to study consumer preference and remove score of clients (Harper, 2015). The aim of the firm to
maintains the marketing environment and providing their goods and services to fulfil customer
needs.
This the roles and responsibility of the of IKEA company manager, it is very helpful for
achieve the goal of the organisation this firm main motive to earn more profit and fulfil their
consumer need. This is very large size of enterprise it is furniture Manufacturing Corporation.
Marketing manager perform their duties in effective manner it is compulsory for making better
decision for providing the best product to their clients (Harper, 2015). Marketing s also very
important it help to sell their product, good or services, it is also very useful for developing their
business Organisation as well as economic development. Marketing function cannot work
properly without effective communication so it is also very essential to build relationship with
clients for increasing their profitability ratio. Human resources is very important for this
organisation it helps to manage all the work and managing the whole staff full their need to their

worker. Standardisation is also very important aspect it shows the quality of product and
maintaining the image of the company.
P2) Roles and responsibilities of wider organisational
The role and responsibilities of marketing function is also interrelated with IKEA
organisation which is very important for identifying the product demand in the market. These
functions are very common such as buying, selling, marketing information, risk taking,
financing, storing etc. marketing functions also includes the different types of responsibilities of
this company( Harper, 2015) . These function is very important for growth of the firm and it is
referred with the marketing strategies, product development, distributions of goods and services
and customer management. The interrelationship between roles and responsibilities and IKEA
corporation functions it is the part of the business firms and other area and functional units are
interconnected with each other. So it is very important aspect because these functions providing
whole information each group or department though effective communications. Without
communicate it is difficult to manage all the marketing essential functions so this organisation
manager is responsible for explaining all the task in effective manner and motivated their whole
staff and providing all the information regarding task. The main functions of this company
expand their business whole UK market as well as across the world. The finances' department is
also providing the funds to purchase goods and services (Mishra and Modi, 2016). Production
department communicate with logistics department to fulfil the demand of services. Human
management is the process of managing the whole department in the IKEA organisation. There
are some marketing function are interrelated with organisational functions.
Buying: it is the process of buying goods and services but it depends on customer so it is the
responsibilities of the manager to make effective product plan and manufacture quality product
in according to customer demands.
Selling: it is also very important process it sells their goods and services in according to
customer demand within reasonable prices.
Transporting: it is referred with the distribution of goods and services in across the world and
local area it is very helpful to expanding their business.
Marketing information: it is considered with the gathering the information from market it is
helpful for collecting new trends in the market and this company try to produce their product in
accordingly change market environment.

Risk taking : it the also risk take but is necessary because if IKEA company not taking risk so
they can achieve their target without taking risk how can returning more profit
These are the main function which is related to the organisation, it helps to increasing the
sales of the business, this organisation earn more profit and fulfil their consumer demand.
There are significant relationship between marketing and other functional areas of
business.
 Marketing vs administration: If company adopts effective marketing strategy then it helps
business in identifying needs of market. By this way administration department can
arrange their work accordingly. Marketing offers some of the best opportunities to gain
depth of experience. Marketing department helps the administration unit in determining
the target market. It also provides the detail information market situations and needs of
the customers. By analysing the facts and figures provided by the marketing depart ,
administration can easily formulate strategies.
 Marketing vs finance: This helps finance department in allocating resources accordingly
so that overall objective of the firm can be accomplished. All financial information
related to to sales and purchase of goods are being maintained by this functional unit.
Finance manager prepares the budget for marketing department according to which all
the promotional activities are to be planned. The marketing manager provides the
information about the financial resources which will be required by them in order to
execute promotional activities. On The basis of information provided by marketing
manager budget is prepared by finance department .
 Marketing vs. operation: Marketing department provides the details about the consumers
needs and demands. It helps operational department in maintaining the balance between
demand and supply. Employees in operational department works according to the
instruction as well as suggestion provided by marketing manager. A marketing operations
department is likely to be a wild blend of creative. Marketing always should function as a
fundamental voice of the customer and thus assist Operations department to maintain
their concentration on achieving customer satisfaction.
 Marketing vs sales: Through marketing sales team get to know which kind of products
like by people. By this way sales persons provide such goods to consumers that attracts
people towards the brand and help in increasing sales volume of IKEA. All the records

related to the sales of products are provided by the sales department to marketing team
which assist them in analysing the business performance. It also supports marketing
manager in identifying the area for improvement. Sales team also provides the suggestion
to marketing manager through which they can improve their performance that helps an
organisation in increasing the sales as well as profitability.
 Marketing vs HR:Marketing and HR are two essential departments in any business, and
they need to work together for the benefit of a business. Marketing function assist in
identifying future needs of human resources because through marketing entity can
identify demand and can calculate future needs of employees. By this way it can hire
people accordingly those who can perform well in workplace and can contribute well in
success of business unit. This can support IKEA in satisfying consumers and
accomplishing its goal. Role of Marketing manager is to promote culture of an
organisation and assist business entity in attracting more fresh talent. . Function of
marketing department is to inform an organisation about the changes in basic trends ,
like salary data. Responsibility of marketing department is to provide the information
about the benefits provided by competitors to their employees.
TASK 2
P3) Compare the ways IKEA company and apply marketing mix process to achive the
organisation objective
IKEA make their marketing plan is very effective for long run their business, so they
take better decision for making more profitability (Mishra and Modi, 2016). It is better than
other company it is the most famous largest furniture organisation, they sell their product in
effective manner they also generate their business. They focus on product quality using
marketing 7P 's it is very essential part of organisation (Harper, 2015). company believes in
making the long run relationship with the custom-made their satisfaction is more important. So
Company make their plan like creating healthy environment. They also focus on their
customers so that they can support the environment like tap which are water saving, the
appliances are made which makes the waste ready to recycle. The company is more focussing on
the sustainability of the work. Its biggest competitor is Ashley Furniture Home Stores which is
the largest manufacturing firm that is engaged in manufacturing home appliances.
There are seven p's included in the marketing mix.

Product - the company provides the diverse products with different prices. The different
products like coffee tables, side tables, TV solutions, storage area for DVD, shelves of different
designs, side boards, bookcases, sofa beds, armchairs, leather sofas and fabric sofas. For children
they are making the innovative products which attract them like their rooms, kitchen, bedrooms
and living rooms are designed from that they feel good living there. There satisfaction is most
important for the company (Mishra and Modi, 2016). There are different departments are
divided for various sections like for kids the department will be different. They have the varieties
of 10000 products. They provide the services which including the restaurants and play areas.
IKEA offers wide range of products to the consumers. It offers home furnishing products. It
concentrates on needs and life style of particular buyer and accordingly sell its products to them.
It always implements innovative ideas in order to raise quality of its goods and services. Products
of company are such as Mirror, desk, soft, lighting, outdoor furniture, kitchen cabinets etc. On
other hand Ashley Furniture Home Stores provides home appliances such as safety products,
chairs etc. products to consumers. The another factors which makes the Ikea company different
from its competitor is that business entity uses ozone-friendly raw material as well as raw
material for producing good. This activity has helped an organisation in gaining popularity and
customer loyalty. It offers furniture, children products, toilet material, chairs, cooking items,
wireless charging etc. Recently entity offers more than 95000 products worldwide to mass
audience. It annually launches more than 2500 new products every year.
Price- this company sell their products at minimum prices. The company is not hiking the prices
at the prices after establishing their business to earn the revenue. The criteria of selling the
products at minimum prices with no luxurious items are added in extra. The products are

designed, raw material is arranged and manufactured. Then it comes to the distribution part and
distributed to the small branches of the Ikea (Mishra and Modi, 2016). After that, reach to the
customer. The company is providing the home delivery to the customer, if they want by paying
the extra cost. There are different prices for different products. It is very important to decide how
many products are sold and set their reasonable prices. IKEA is operating its business in many
locations, currently its stores are available in more than 28 countries. Company takes support of
pricing skimming strategy. This strategy helps the entity in gaining competitive advantage and
generating more revenues. All goods of IKEA are not expensive and people can buy it at
affordable rates. On other hand Ashley Furniture Home Stores implements competitive price
policy in which it offers products according to competitors prices. In addition, the firm is known
for its attention to cost control, operational details, and continuous product development,
corporate attributes that allowed IKEA to lower its prices. IKEA takes support of Price point
perspective 0.99 Cents.
Place- this group has a wide international marketing business and focus on the selling the
furniture and its parts in different countries (Mishra and Modi, 2016). Its core business runs
from the retail stores. Almost all the stores are outskirts of the city area, which are not nearby to
the crowded places. There all stores are huge in the size and almost all having the restaurants,
shops of food. There are 300 or more stores of the company. IKEA has many branches in more
than 28 countries. All its stores are at visible places. Its outlets are beautiful and designing of
stores attract people towards the brand. On other hand Ashley Furniture Home Stores have
limited stores and its outlets are at high street places. . IKEA company is located at the central
place of the city in order to provide customers an ease in availing the goods or services offered

by an organisation. IKEA has employed approx 116000 employees worldwide in its retail stores.
In the year 2016 it has increased number of employees and has reached to 183000 total workers
in organisation.
Promotion- the promotion of the company including are: advertisements, sponsorship,
newspapers, magazines, social media etc. the company has launched the campaigns like kitchen
party advertisements with the tag line of “be happy inside”. The innovative logo of the company
also makes the presence of the brand (Harper, 2015). The word of mouth promotion is also done
by there customers but the only thing is provided them the best services. IKEA takes support of
social media sites in order to promote its products and services. It also develops public relations
with consumers so that they trust on entity and buy its products and services. On other hand
Ashley Furniture Home Stores implements TV advertised strategy in order to promote its
products and services. Ikea company offers the seasonal discounts which assists business entity
in attracting more number of customers.

People- the company believes in making the long run relationship with the customers their
satisfaction is more important (Mishra and Modi, 2016). Company is planning to make the e co
friendly furniture to the customers so that they can support the environment like tap which are
water saving, the appliances are made which makes the waste ready to recycle. The company is
more focussing on the sustainability of the work. IKEA gives importance to its employees, it
offers them rewards and recognition so that they feel happy and sustain in the market for longer
duration. Customer satisfaction is first priority of the firm. It treats its workers equality. On other
hand Ashley Furniture Home Stores provides training to staff members so that they can deal with
consumers well. It imposes tough rules and regulation on them so that they perform their duties
without errors. IKEA has employed approx 116000 employees worldwide in its retail stores. In
the year 2016 it has increased number of employees and has reached to 183000 total workers in
organisation.