Marketing Essentials: IKEA's Roles, Mix, and Strategy Analysis

This report provides a comprehensive analysis of IKEA's marketing strategies, roles, and marketing mix. It begins by explaining the roles and responsibilities of the marketing function within IKEA, emphasizing its importance in revenue generation and customer relations. The report then explores the relationship between these marketing roles and the wider contexts, including internal factors analyzed through SWOT analysis (strengths, weaknesses, opportunities, and threats) and external factors using PESTLE analysis (political, economic, social, technological, legal, and environmental). The report delves into IKEA's marketing mix, focusing on the 7Ps (Product, Price, Place, Promotion, People, Process, Physical Evidence), and how IKEA utilizes each element to reach its target market. The pricing strategy, placement of stores, and promotional activities are discussed in detail. The report also highlights the use of various strategies for the development of the company and overall marketing plan. It also emphasizes the importance of understanding consumer behavior and market trends for IKEA's success. The report concludes with an evaluation of IKEA's marketing strategies and plans. The document showcases the practical application of marketing principles within a real-world business context.

MARKETING ESSENTIALS

Table of Contents

Introduction
The concept of marketing has been very much misunderstood and undervalued since the time of
inception of the term marketing. The marketing is a very critical step wherein the gap between
the service providers and service users are bridged in order to mutually benefit each of the
groups. Marketing requires understanding the consumer psyche and the various inherent traits
that can be observed in the market. It also requires the solid background knowledge of the
product that is to be promoted. By undertaking marketing, a company can effectively increase its
revenue as it helps in enlarging the consumer base that is available to a company. The current
assignment is focussed on the marketing capabilities of IKEA, the european furniture giant and
would serve as supportive evidence to understand the various roles and responsibilities of
marketing, the use of an appropriate marketing mix and way to develop and evaluate marketing
strategies and plans
Task 1
LO1
P1 Explaining the roles and responsibilities of the marketing function for IKEA
The marketing roles and responsibilities need to be carefully understood as this directly plays the
part of enhancing the overall revenue generation process and thus, helps IKEA to enjoy
profitability and sustainability. Marketing teams are responsible for conducting functions such as
promotion, advertisemensts, organising events and publishing related informations. The size of
the marketing is subjected to variation depending upon the type of industry and company they
are involved with (Lane, 2016, p.23). For a global brand such as IKEA, the marketing team is a
separate department which works in collaboration with the production and sales departments.
Hence, marketing can be considered as the link between the company and the customers.
The senior marketing managers are involved in devising strategies that are in accordance to the
overall company set goals and objectives. These strategies should make attaining these goals and
objectives easier or at least help in identifying ways and methods to make the proceedings much
more smoother. In word of Passro et al. (2015, p.131), the strategy can be focussed either on
single aspect or can actually take into consideration of the various underlying aspects marketing
aspects. The office off showcasing achieves proceeding concession with the group of senior

administration before the arrange the efforts in detail. These expanded techniques help the
strategies work efficiently to achieve a more extensive geological market.
The research of market is one of the most essential obligations in regards to the showcasing
office. Inquiring about supports the organisation and helps them in differentiating between
advertising openings and picking up a superior comprehension for the the needs of the client. It
also helps in comprehending the qualities of the contender and their shortcomings so a move can
be made to secure the business with the clientele that that already exists or in winning business
from the less strong contenders. {baiers et. al. 2015. p.168). By contemplating the reports of the
industry the office can conduct its own examinations , advertise the information on its websites,
or by reaching out to the client and reviewing their prospects of requirements and mental state.
Alternatively, a statistical surveying firm can be briefed for completion of the exploration.
For the growth of the new items or the enhancement of the new ones the showcasing office
works with internal or external item advancement groups. The office conducts examination on
the offers of the existing items and finds out holes in items and look for open doors for the
organisation. The workers of the showcasing department help the advancement groups by
furnshing them with data on the needs of the client and incline towards helping them in
recognising the elements or the enhancements for combining with new items. According to Ito et
al (2015, p.69), later during improvement the showcasing division handles the setting of costs
and arranging the dispatch of the item..
The department of marketing arrange crusades and interchanges materials in order to elevate the
items and administrations to the prospects and clients. Contingent on their accesible plans of
spending may organise publicising efforts . create advertising programs through emails, create
contents for the organisation site for a limited time, arrange official statements for the
distribution of the items, for example flyers of the item, and leaflets of the organisation, etc. in
words of Kim and Lee (2016, p.10). Likewise advertising plan introductions and provide limited
time material in bulk to the business group for the clients prospects.
In some organisations, promoting officers are assigned with the charge of arranging events, for
example, classes, shows, client friendliness or deal meetings. They Coordinate the event by
booking meeting offices or show corners, for instance, and provide ocassion material, for
example, introductions, showcases. (Adams, 2016, p.532). To guarantee fruitful participation
they elevate outer events to prospects and clients.

P2 Explaining the relation of the roles and responsibilities of marketing to wider contexts
The contexts that are involved in the organisation is the operating environment. These contexts
are present within as well as outside the organisations and thus, understanding these contexts is
very crucial. This helps the company to understand its own strengths and weaknesses as well as
the various influencing factors present in the market. The internal contexts can be easily
identified using the SWOT analysis while the external factors can be analysed using the PESTLE
analysis (Schlegelmilch, 2016, p.197).
Strength Weakness
● IKEA conducts an environmental
friendly business.
● Have been able to successfully reuse
and sell extras that are generated
during the production phase at lower
prices.
● The company is involved in recycling
activities.
● The company has a sustainable
developmental approach.
● Enjoys high levels of customer
satisfaction.
● Have been able to develop and grow
their brand value and brand loyalty.
● They provide good value for quality
products.
● Problems and obstacles in regional
markets.
● In the UK, the number of retail stores
has not actually increased the number
of customers.
● There is reduced footfall and declining
sales figures.
● The flagship stores are not placed
appropriately thus failing to attract the
consumers.
● The out of town stores are responsible
for declining sales as the consumers
are expected to travel large distances.
● Delivery is a hassle as the packages
are quite big in size.
Opportunities Threats
● IKEA has been known for its
diversification strategies.
● They can effectively tap into the e-
commerce business by developing an
● Competitive threat from the likes of
TESCO and Wal-Mart.
● Unstable global economic situation
● Unpredictable family and individual

e-portal for increasing the sales of the
products.
● The problem of inappropriately placed
stores can be overcome by e-
commerce options.
● Cheap and high output manufacturing
locations such as India and China can
be tapped into in order to employ
skilled workforce.
● Entering newer market spheres such as
India which is currently growing at a
monstrous pace.
life cycle.
● Unavailability of low cost housing
options to the potential customers.
● Inability to break the mould in order to
enter lucrative market such as India
and China.
Table 1: SWOT analysis of IKEA
(Source: marketingteacher.com, 2017)
Political The political conditions of a region is very
much influential on the functioning of the
organisations. IKEA has been in business in
countries such as Spain and United Kingdom.
The political conditions of both the countries
have been over the last few decades been
constantly under the lens of marketing
strategists and analysts. The current political
condition of the UK is very volatile due to the
Brexit situation as the country broke free from
the European Union’s referendum and
policies. Thus the country is very much likely
to establish its own trade and market
regulations which can affect the operations of
IKEA in the country.

Economic Let us not lie about the fact that whenever an
economist is questioned about the economic
condition, the general reply is that the
economy is unstable but has chances to
improve. This will always be the case and the
economic capacities of the countries must be
taken into account before entering these new
markets.
Social The society has changed a lot in the recent
years due to the effects of globalisation. UK
has over the years been host to a vibrant
communities who have ever since become
part of the country’s socio-cultural structure
and thus the changing demographics has
brought about changes in terms of needs and
requirements.
Technological The technological development that is also
one of the effect of globalisation. The
technological development has brought about
processes in the production phase which not
only minimises the time required but is also
cost effective.
Table 2: PESTLE analysis of IKEA
(Source: research-methodology.net, 2016)
Task 2
LO2
P3 Marketing mix of IKEA
The IKEA gathering which is an international marketing business offers adornments and
furnitures in North America, Europe, Australia and Asia. The marketing involves various

strategies for development of any company. The seven p’s of marketing are to be considered as
the most important and beneficial points. They are as listed as follows.
The first and foremost criteria is the price, as only money decides the extent to which a business
can grow and develop. The most essential element in the marketing mix is pricing as it is the
only element in the marketing mix that can generate a turnover for the organisation. . Price
should support the various elements of the marketing mix also (Mutum and Gazali, 2014, p.33).
Though it is a difficult process, it should reflect the demand and supply relationship. Pricing a
commodity too high or too low could mean lost sales for the business. Therefore, an organisation
should adopt a number of pricing strategies. The background of estimating for IKEA is price i.e.
straightforward estimation or low costs. There products are not premium priced or extremely
cheap. According to Zentes et. al. (2017, p.311), the items are first outlined, then the crude
materials are sourced, after that the items are fabricated then appropriated and sold by retail,
inside this minimal effort system. There is access of home conveyance in spite the fact that the
cost is extra to the client.the primary business of IKEA is identified with its retail locations.
Large portions of these outlets are in remote areas and there is no profit from footfall of essential
and optional areas.
In marketing mix, the procedure of moving commodities to the customer from the producer is
known as a place. It can also mean that this place can be how the product is bought and how it is
bought. There can be a combination of suppliers, wholesalers, etc. in today's world, the internet
is playing a major role for the market (Metodije Ski et al. 2016, p.125). People are getting the
technology and finding it easier if the product is at their door step just by a click.
Through the utility of a right place, a company can flourish and maintain for over a long period
of time. One important activity is correct placement that is imposed for reaching the targeted
people and at the correct time. It basically concentrates on the target place and the target
audience and their relation. The place also plays an important factor in deciding if a business hits
the market. In words of Ismail et al. (2017, p.571), the stores are humongous in size and consist
of eateries, sustenance shop, and a swedish market.
Some of these stores even consist of a playzone. There are more than 300 IKEA stores in their
benefits. Once the shops are set up, it needs to be promoted via various agents. Promotions plays
a crucial role in enhancing one’s business.Special and advertising systems are frequently initially
conceptualized and allocated as a large part of an association's promoting arrangement. Most

showcasing arrangements utilise the present or anticipated methodologies for commodities, the
value necessities of those commodities, how you plan on circulating the commodities, and you're
publicizing and promoting apparatuses (Kataria and Hassan, 2014, p.739). An arrangement for
showcasing is simultaneously critical for creating a limited time methodology and helping the
business recognise its market objectively and set an objective that is quantifiable. It is essential to
the achievement of the association that you execute an arrangement for promoting that goes on to
develop and change positively everything that matters.
According to Jonsson et al. (2013, p.339), IKEA is one of the biggest furniture retail marks of
the world. The basic idea of the brand is to provide home outfitting items at value costs.
Promotion through TV, sponsorships, daily paper and magazine publicising, and numerous other
different mechanisms are utilised by the advancement blend to reach the public. Some consider
their tv publicising to be plain while others view it as entirely dubious.
The incorporation of the IKEA kitchen party advert ‘be happy inside< by the last crusades is a
battle. The yellow IKEA logo Clearly serves as a bolstering component for the Brand .
individuals are one of the most important components of an experience or administration.
(Giunta, 2016, p.90). Administrations have an inclination towards being delivered ad devoured at
the same minute, and fragments of the client experience change i order to meet the individualistic
needs of the individual expending it.
A large segment of us can imagine a situation where an individual administration of peoples
offering has made or polluted a getaway, visit, or supper eatery. It should be kept in mind that
individuals purchase from individuals of their liking, so the demeanour, appearance and ability
of the staff should be of top quality. As mentioned by Lim (2016, p.241),the individuals play a
critical role in the conveyance of administration and are responsible for conveyance and keeping
up value based advertising and there is a huge impact of these individuals on the client
relationship. It is the people who decide the success of a business marketing skills.
The brand of Ikea is based on solid consumer loyalty and customer association. (Helmefalk and
Helmefalk, 2016, p.968). So, by serving these individuals and working with them is key to the
business logic of IKEA. in 2011 an impression was created by its then president Mikael Ohlsson
in their yearly report stating out his view of the future of the business. According to him
numerous vitality could be dispatched to the business, sparing different options to customary
lights. He quoted that their range for the kitchen would provide many shrewd, environment

friendly arrangements which would create taps that were water sparing, machines and some
extraordinary that was capable of sorting family unit squadron prepared to reuse.
Ohlson pledged to reduce the effect of host businesses on the earth and the Individuals.
The business was to act capably, assets were to be productively utilised and expenses would be
reduced, he likewise required maintainability to become distinctly more unmistakeable to the
workers and clients .(Fennis and Wiebeng, 2017, p.70).
Product is the next criteria. IKEA has a huge variety of furnitures for kids rooms, other rooms,
kitchens, and front rooms. Items consist of end tables, tv arrangements, side tables, Dvd
stockpilers, cabinets, racks, sofas, beds, easy chairs, cowhide, sideboards. And numerous number
of other different items. So within these portions, IKEA subdivided again.
For instance, the kids room contained play accesories, beds, evolving tables, nursing gear
and other things. IKEA has more than 10,000 items in abundance. Services include restaurants
and playrooms, and regions. The next marketing criteria are processed (Berman, 2016, p.432).
This is the most important criteria. IKEA manufactures its own furnitures of wooden base and
other wood segment. So, for example, the Ranger Service sawmill is possessed by the business.
The client comes driving to the store and requests an item after choosing it, and after gathering
the item is required to immediately drive it home themselves. This is part of the low valuing
duty.
The next criteria is physical evidence. Curiously IKEA was a business that included
maintainability very from the get-go in its methodology (Yurev, N.B. and Юрьев, 2014, p.2). A
massive portion of the items are recyclable. IKEA has invested in arrangements of extreme
power vitality, for instance, solar power and other energy resources which enhances the
marketing mix. IKEA’s physical proof lies in its expansive. They offer humongous choice
furniture items . As observed by Koniorczyk (2015, p.107). stores have a tendency to be installed
with eateries, vast automobile stopping, the moving around space and present day shows
advancements. It also includes various cafeterias and places for refreshments.
Task 3
LO3
P4 Developing and evaluating basic marketing plan
The marketing plan is a process which is initiated and concluded by conducting and evaluative
study of the same. Thus, the final stage of developing a marketing plan requires proper

evaluation techniques in order to identify and measure the desirable outcomes that are the end
products of the marketing plan with its focus on the various set targets and objectives that are
formulated during the conception phase of the marketing plan. Therefore, according to
Bhattacharjee et al. (2014, p.295), by conducting periodic and routine evaluation IKEA can help
itself and its marketing team by focussing on the same and also provide the freedom to modify
and evolve the exciting plans in order to benefit from the process and also helps in achieving the
set objectives.
IKEA is a furniture giant and has been able to provide the customers with products that are not
only high in quality but also is directed towards fulfilling the consumer needs. The organisation
has identified certain indicators which helps them to identify their score in terms of success and
failure and this kind of indicators are very helpful in pushing the company to obtain new heights
(Cieloch, 2017, p.278). These indicators helps the company to understand where they stand in
the UK market as knowing current standing can allow the company to set higher objectives and
cut back on losses.
The first indicator that the company would be interested in assessing and analysing is the market
share they enjoy in the United KIngdom. By critically scrutinising the market shares, IKEA can
be able to identify what are the reasons that their products are attracting or failing to attract the
consumers. In words of Garau (2015, p.48), this kind of observation is very critical for IKEA as
the company is one the leading furniture companies and has enjoyed its position as market leader
when it comes to furniture products in several of the countries that they are functional in.
The next indicator that IKEA would be interested to observe is the overall sales of the
commodities. This indicator is very useful in answering the questions related to the fiscal
objectives and targets that have been set up by the administration and management (Dawn, 2014,
p.370). IKEA has progressively been able to dip its toe in the UK market and such an
achievement needs to be measured and accounted as they give the company an overview of how
their brand has fared keeping in line with the expectations that have been fostered by the
management. In case the market was volatile and progress was sluggish, the management can
effectively come up with a modified strategy which would allow the company to lure in the
customers by playing with their consumer behaviour.
Everyone understands that brand image and brand value matters a lot for the consumer when
they undertake the buying decisions making process. IKEA already enjoys the loyalty of several

satisfied customers who swear on the sales, quality and after sales services of the company. Thus
in order to attract the UK consumers, as stated by Zubiel-Kasprowicz (2016, p.50). the brand
image and brand value of the company is expected to play a crucial role. The positive image of
the company not only helps IKEA to flourish in the countries it exists in but also paves the way
for bringing about newer products to newer regions and thus broadens their sales capacity.
Has anyone ever thought why the human race has developed leaps and bounds. The simple
reason is that the normal consumer mentality is such that it gets easily bored and to keep the
consumers on the hook, the companies need to come up with innovative products and
promotional campaigns which helps in establishing a common ground with the perspectives and
the needs of the customers. It will be very difficult for a furniture company to survive if their
products were all one and the same in terms of design (Wright and Kadir, 2015, p.123). The
consumers are more attracted towards individualistic products showcasing uniqueness and
innovation which captures the imagination of the customers.
When swimming in the sea, one must always keep an eye out for the sharks, in marketing sense
this means that a company needs to always keep track of the competitors, their activities and
progress without trespassing the moral and ethical code of conduct. Sometimes even good
marketing analysts in one's own company can fail to decipher the signs of impending dangers.
By keeping a close watch on the competitors and their activities IKEA can be able to demarcate
the fine line between success and failure as the response of these rivals are telltale signs of the
effectiveness of the marketing campaigns.
By being in contact with the sales personnel both directly and indirectly involved in the
marketing plan, IKEA can successfully gauge the effectiveness of the conducted marketing plan.
These sales personnel are a company's foot soldiers who are trained to convince and analyse the
consumers. By asking for their feedback, the company can be able to break down the barriers
that exist in correct relay of information from the service provider to the service user. Negative
feedback from these individuals can be worked upon and the situation can be mitigated. In words
of Vahlne and Jonsson (2017, p.57), if the salespeople provide with a postive feedback, it means
that the existing marketing plan is working and further modifications can be made on the existing
structure itself. This modified plan will also be subjected to scrutiny and evaluation.
One of the major concern of the shareholders is whether their investments are capable of boring a
considerable return. Thus, the indicator of return on investment is very crucial in order to satisfy

the shareholders as well as at the same time gauge the efficiency of the implemented plans and
other financial expenses that are born by the company. The shareholders are mainly interested in
profits and thus, they have avery right to scrap a market plan if they are not able to gain profits
on their investments (Sabri, 2015, p.190). By undertaking critical analysis of the investment,
IKEA and its shareholders can be able to calculate the overall marketing performance which
indirectly is capable of influencing the marketing activities.
In all this conundrum, the company cannot make the mistake of forgetting the most important
component of their marketing planning, the consumers (Pace and Schirone, 2014, p.42). The
entire company, its marketing plans and strategies along with the marketing mixture are focussed
towards satisfying the needs of the consumers and ghence, customer feedback is a very important
parameter when it comes to check the effectivity of the marketing plan and marketing mix.
Since, these plans and mixes are customisable and they can thus be modified according to the
whims and wishes of the customers. Without taking in customer response, IKEA can face serious
troubles as their products would not be able to attract the clients as they failed to respect their
perspectives and views.
Everyone needs a partner and IKEA too cannot function without its partners, suppliers and
distributors. These supporting organisations are very necessary for IKEA in order to grow and
sustain in the upcoming times. According to Erderi (2014, p.114), the partners are responsible for
enlightening the company of the various pros and cons of the implemented marketing plans.
They are the first line in the information relay system as they might be able to understand the
impact of these plans and strategies before the shareholders, employees and competitors do. This
maybe due to the fact that the partners have a platform in which they are more exposed to more
customer interaction and thus, if the partners are not happy can be paraphrased as the
unsatisfactory levels running high among the consumers.
Conclusion
The current assignment is very useful in understanding the importance of marketing essentials.
The case study of IKEA is very helpful as this helps in understanding how the marketing plans
and strategies can be used to overcome the regional obstacles that are faced at the starting of the
expansion phase. Without appropriate marketing planning and inability to understand the various
roles and responsibilities that are underlying aspect of the marketing and promotional activities.
The assignment is also helpful in understanding the 7Ps of marketing mixture namely people,

price, place, product, promotion, process and physical evidences which are responsible for luring
in consumers to buy the advertised and promoted products. Hence, the development of marketing
plans and their evaluation is also very crucial which has also been discussed in detail so as to
how the companies can gauge the performance of their marketing plans and strategies.

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