Creating an international marketing analysis for IKEA

| November 13, 2015

Creating an international marketing analysis for IKEA

IKEA
Regular Assignment – Strategic Marketing Review
Creating an International Marketing Analysis for “IKEA”
This assessment is the culmination of all the work so far in this module. Students are required to draw up an International Marketing Analysis for IKEA.
Students are required to present your answer in a report format and be able to apply the learning from this module within the report. In order to present a well-constructed report you must carry out a thorough evaluation of IKEA’s international marketing activities and that of their key competitors. You also need to investigate the latest trends and developments within this particular sector. You are required to pick only one of the company’s products for the purpose of this assignment, and to conduct a thorough analysis.
Your strategic report (analysis and recommendations) should be prepared for the IKEA’s senior marketing team, using the standard “Report” format and presented to your tutor for assessment through the usual channels.
Word limit of the report: 2000 words (excluding executive summary, figures, references and appendices)
The report must include:
A. Title Page
B. An executive summary – No more than one page
C. Table of Contents: A listing of the major parts of your report and the appropriate page numbers.
D. Introduction: A brief synopsis of the report
E. Body of Report: A discussion of the work assignment. Application of knowledge gained in this module should be emphasised. Illustrations, graphs, charts and sketches are properly part of the report and may be placed throughout the text, or included in an appendix, with citations.
F. Conclusion & Recommendations
G. References
H. Appendices
A full reference list in the Harvard format is required. All sources of information to support your report must be cited within the main body of text. (The reference list is not included in the word count.) It is expected that you will conduct extensive secondary research to develop your report.
Appendices: If you use appendices restrict them to four pages maximum. (Appendices are not included in the word count).

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The below information are for illustrative purposes only (to ensure that students are aware of the marketing criteria for the above assignment) Please don’t structure your answer as per below. Instead, please follow the above criteria when writing your report.

Local: The country where you are currently studying.
International: Any other countries (excluding the country where you are currently studying)

Understanding the Marking criteria for Assignment 1:
LO1.1 Analyse the nature and role of Marketing at a local level
LO1.2 Analyse the nature and role of Marketing at an international level
LO2.1 Analyse marketing concepts and approaches at a local level
LO2.2 Analyse marketing concepts and approaches at an international level
LO3.1 Evaluate the implications of segmentation on international organisations
LO3.2 Evaluate the implications of targeting on international organisations
LO3.3 Evaluate the implications of positioning on international organisations
LO4.1 Evaluate the implications of Customer acquisition activities on the organisation’s performance
LO4.2 Evaluate the implications of Customer retention activities on the organisation’s performance
LO5.1 Evaluate the implications of innovations on international strategy for products/services
LO5.2 Evaluate the implications of future trends on marketing objectives for international organisations
LO5.3 Evaluate the implications of future trends on marketing strategies for international organisations
L06.1 Critically evaluate the social environment at international levels for the organisation
L06.2 Critically evaluate the political environment at international levels for the organisation
L06.3 Critically evaluate the economic environment at international levels for the organisation
L06.4 Critically evaluate the legal and ecological environment at international levels for the organisation.
Should be follow this structure below and most important partsfor the grade (PESTEL, Segment, targeting, positioning about IKEA, Customer acquisition & reflection and Future trend)

Executive summary
Introduction
External Analysis/Macro environment – PESTEL each (United Kingdom and South Korea)
UK
Political
Economic
Social
Technological
Environmental
Legal
South Korea
Political
Economic
Social
Technological
Environmental
Legal

Situation analysis – SWOT (IKEA appendix with chart)
Strengths
Weaknesses
Opportunities
Threats
Marketing strategies and Marketing objectives
Segment about IKEA
Targeting about IKEA
Positioning about IKEA
Marketing mix – 4P
Product – have to choose one of product from IKEA both UK and South Korea
Price
Place
Promotion
Customer acquisition & reflection
Future trend
Conclusion & Recommendations
References
Appendices
5 Forces (2 countries, UK and South Korea)

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