IKEAs Launching in Korea(영문)

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IKEA 한국 론칭 마케팅 전략

목차

I. Introduction
1. History of IKEA
2. Vision of IKEA
3. Product range

II. Environment Analysis
1. Circumstance
2. Customer
3. Company
4. Competitor

III. Strategy Setting
1. History of Korean Market for Launching
2. 5-Forece Analysis
3. SWOT Analysis
4. SWOT Mix Strategy
5. Strategy Setting

IV. Strategy Analysis
1. STP Analysis
i. Segmentation
ii. Targeting
iii. Positioning
2. 4P Anslysis
i. Product
ii. Price
iii. Place
iv. Promotion

V. Conclusion

본문내용

1. History of IKEA
IKEA is the world’s most successful mass-market retailer, selling Scandinavian-style home furnishings and other house goods in 280 stores in 26 countries and hosting 626 million shoppers per year.
An acronym for founder Ingvar Kamprad and his boyhood home of Elmtaryd, Agunnaryd, IKEA began operating in Sweden in 1943 and continues its original ethos based upon cost obsession fused with design culture. No design, no matter how inspired, finds its way into the catalogue if it cannot be made affordable.

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d. cost reduction for the standardization and assembling system
IKEA’s people work together customer. It means that the customer using IKEA puts together furniture themselves without delivery man. IKEA’S sales system just assembles the furniture following the attached explanation. Because of that they don’t need any professional advices or trained counselors.

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