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Case Study – Target market and positioning strategy identification

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Human Resources
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Trent C.
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case study
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  1. Introduction
  2. Target Market
  3. Positioning Strategy
  4. Recommend Changes to the Targeting and Positioning Strategy
  5. Conclusion

According to Cravens and Piercy (2009), the IKEA brand has become the benchmark for creating global cult followings. The company targets the global middle class and has found regardless of location, the buying habits are similar. Additionally, IKEA has created a shopping experience that seems more like a day trip than a chore, which allows the company to further penetrate the visiting consumer's share of wallet. The most successful aspect of IKEA's quality furniture at cheap prices is its appeal to the segment of the population who do not want to sacrifice style for high prices. The typical target consumer tends to be college student or young adults who typically shop for trendy furniture but have cost in mind as well.

IKEA also focuses on families and various stages of life. With the evolution of a starter family to that of one with their first child so on, the store offers a variety of solutions to meet any budget and any stage of a family. To help with this segment of the market, the IKEA store offers not only in-store child care in most locations but also larger aisles and ?room stations? featuring how the various furniture pieces would look together in a specified square footage. This helps families move through the larger store easier and be able to quickly identify what would work best for their family unit. Finally, the IKEA cafeteria offers an economic meal option serving a variety of foods that everyone in the family should be able to find something suitable.

[...] FDM, 24- 27. Retrieved from http://search.proquest.com/docview/200006760?accountid=35812 Lynch, S. (2003, May 28). Demanding strategy IKEA grand opening IKEA often figures out which goods it can sell cheaply, then drums up consumer interest. series: Ikea.0528. Orange County Register. Retrieved from http://search.proquest.com/docview/273636383?accountid=35812 Lynch, S. (2003, May 28). IKEA has demanding strategy for continuing success. Knight Ridder Tribune Business News. [...]


[...] This paper will explore the company's target market and positioning strategy to determine the company's strengths as well as provide recommendations for continued growth in both strategies. Target Market According to Cravens and Piercy (2009), the IKEA brand has become the benchmark for creating global cult followings. The company targets the global middle class and has found regardless of location, the buying habits are similar. Additionally, IKEA has created a shopping experience that seems more like a day trip than a chore, which allows the company to further penetrate the visiting consumer's share of wallet. [...]


[...] (2012, Oct 17). IKEA alters brand strategy. Marketing 6-6. Retrieved from http://search.proquest.com/docview/1220999188?accountid=35812 Cravens, D., & Piercy, N. (2009). Strategic Marketing (9th ed.). New York, NY: McGraw-Hill Company. Danovel PTE LTD (2009). A Successful Brand in the Furniture Industry (Rev ed.). Singapore: StrategiCom Pte Ltd. Edvardsson, B., & Enquist, B. [...]

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