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Marketing Strategy Research in the Furniture: Case Study from IKEA
- 1 Mcmaster University, Hamilton L8s 4S4, Canada
* Author to whom correspondence should be addressed.
Abstract
IKEA furniture is assembled like a giant Lego block, and foods such as hot dogs and ice cream cones are both delicious and inexpensive. On the market, there is no comparable store. It is noteworthy that IKEA is the first place that most people think of when they need furniture, but there are no other options available. This raises the research question of why IKEA’s marketing strategy is successful. IKEA’s success can be measured in three ways: the 4ps strategy, experiential marketing, and scene marketing. IKEA’s structure comprises the 4p’s: product, price, promotion, and placement. The success of IKEA’s marketing strategy doesn’t only depend on the 4P theory. In addition, the scene marketing strategy enables individuals to immerse themselves in the scenarios that IKEA creates for its customers, heightening their senses, touching, seeing, and so on. Then, using the experiential marketing strategy, IKEA lets people try out the benefits of its products. As a consequence, IKEA’s sales increased, and it became prosperous. Ikea’s success depends on this marketing. These strategies would not have made IKEA as successful if used alone. These marketing strategies work together to make IKEA profitable.
Keywords
Furniture, IKEA, Marketing Strategy.
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Cite this article
Ding,J. (2023). Marketing Strategy Research in the Furniture: Case Study from IKEA. Advances in Economics, Management and Political Sciences,4,318-324.
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