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Essay sample - IKEA marketing concept
Pages 8 (2008 words)
Consumer buying behavior is the process that a consumer engages in making decisions regarding the purchasing of commodities to satisfy their needs and wants. Different consumers have different tastes and preferences of commodities. …
It also stands for the competitive prices offered by the price leader. IKEA Company cuts across the diverse cultures of different countries and so the brand represents the meeting point where global tribes that mind the cost and design converge. The shopping premises of the company are similar and share similar architectural designs and interior designs. They are easy to recognize to its distinct yellow and blue coloration. These combinations make the IKEA a strong global brand.
The weakness of the company’s brand is that it is rarely seen and most unknown. The company’s activities are largely concentrated in some countries especially in Europe. The brand is therefore popular and frequently seen within these countries. For the citizens of these countries, it is rarely seen and to most, it is absolutely unknown. This implies that the company has not fully penetrated the target market. There is the potential unexploited market space.
The competitiveness of the brand can be heightened by creating awareness of the brand existence in the unexploited areas. Awareness could effectively be done by use of mass media that reaches most people in a continental level. It can also be done through international trade exhibitions that bring international communities together. Sponsoring international activities such sport can also be opportunities of reaching out potential buyers. ...
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