A marketing plan can be described as the blueprint outlining the overall marketing efforts of an organization. The study looks to develop a probable marketing plan for Ikea Estate. The journey for Ikea started in…
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As far as the marketing plan is concerned, strategic and marketing concepts such as the SWOT analysis, PEST analysis, Segmentation, targeting, positioning and the 4 P’s of marketing has been used (Kotler, 2001, p. 25).
As mentioned earlier Ikea, the master of self assembly, flat pack furniture manufacturer entered the prefab housing business. The company joined forced with a construction firm name Skanska in the year 1996. The prefab houses developed were named as ‘Boklok’. The houses were made available in Finland, England, Denmark and Norway (Kohler and Fetters, 2006, p. 54).
Prefabricated housing has attracted many businessmen, architects and politicians over the years. The factors behind the attraction are the promise of an expedient, affordable housing at a relatively modest price. However, many perceive this as a solution provided o solve the housing crisis. Prefabrication can be defined as the assembling of components of a construction structure in a factory unit and transporting the completed the assemblies to the designated site. This approach contrasts the traditional approach of construction, where the raw materials are taken to site and assembled to develop construction structure. The principle of prefabrication is applicable on the grouping of similar tasks using assembly line techniques during the availability of skilled workers. Prefabrication is very effective in the presence of modularization. Application of prefabrication was pursued in construction industry to counter the aftermath of the world war two crises, especially in the UK, US and Japan market. However, over the years the success of prefabricated housing has been questioned over the factors like quality, social status. Therefore the traditional housing still reigns supreme over the prefabricated housing techniques (Biswas, 2011, p. 105).
In UK the construction housing is mainly dominated by the brick related construction methodology.
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IKEA, from the very start took a different path and was successful in changing this concept. They decided to respond to the needs of the people with regard to home furnishing across the globe. People with different choices, dreams, tastes, needs, aspirations and budgets wanted to modify their home and develop them to make their everyday life better.
Thus, the main focus is on a cost leadership business model, in which the PRICE of the product dictates all other forms of operations, such as manufacturing, logistics, and design. IKEA, while recognized as a furniture store, is home to a bigger set of ideas and products of Scandinavian origin.
The company has gained worldwide recognition through innovative design and unique customer service. The study has dealt with how various strategic management models can bring about the betterment of the organization and also helps to form a strong global footing.
Consequently the complexities associated with such business are increasing at a rapid rate. Businesses are facing new challenges almost every single day in their respective field of work while conducting different projects which is affecting their performances significantly.
My visit to Galaxy School was a closely guarded secret as per the instructions of my higher authorities. Even though the school has a good reputation as for the teaching standards, of late, the Education Department of the State had
Both the companies wanted to expand their reach and achieve success, so they started formulating strategies accordingly. As part of their strategies, they wanted to incorporate organizational change by going for merger. That is, as part of the
Based on consumer feedback, IKEA introduced American style furniture with core IKEA values such as easy-to-assemble, portable etc. Secondly, co-workers at IKEA stores are trained in such a way that they provide complete knowledge to
The company was founded in 1943 by a 17-year old boy, Ingvar Kamprad in Sweden. The name of the company is an acronym that is made up of the initials of Ingvar Kamprad, Elmtayrd (the ranch in which he was raised up), and Agunnaryd
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