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Course work: marketing report Table of Contents Phase 1 4 Executive Summary 4 Introduction 4 Procedure 5 Findings 5 Competitor Analysis 5 Market Analysis 5 Environmental Analysis 6 Customer Analysis 7 Internal Analysis 7 SWOT Analysis 7 Conclusion 8 Phase 2 8 Executive Summary 8 Introduction 9 Procedure 9 Findings 10 Marketing Objectives 10 Market Targeting and Positioning 11 Strategies for Growth 11 Competitive Advantage 12 Marketing Mix 13 Conclusion 14 Recommendation 14 References 15 Bibliography 17 Phase 1 Executive Summary This study includes the analysis of the marketing aspects of IKEA furniture.
This has also been done for understanding the external environment. The findings derived after analyzing the market for IKEA revealed that IKEA is one of the major players in the furniture retailing market and though the company has many competitors, but due to certain Unique Selling Proposition (USP) the competitors would not be able to shake the strong foundation of the company. The company might face problems due to the economic slowdown that is prevailing around the world, due to which the sales might get affected. Introduction IKEA Furniture is private furniture retail chain in UK, which sells furniture and home products. The company also deals in customized furniture which has to be assembled according to the preferences of the customers. IKEA is one of the world’s largest furniture retailers and it sells furniture like beds, desks, chairs, tables, home appliances and accessories. The company was founded by Ingvar Kamprad in the year 1943, in Sweden. ...
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