IKEA Product Line Development Essay Example | Topics and Well Written Essays - 500 words

IKEA Product Line Development - Essay Example However, the prices are lower compared to those of competitors in the market. IKEA targets young consumers who do not have time to purchase furniture during the usual business hours. Additionally, IKEA recognizes that many of the young people lack the experience of choosing stylish furniture. For this reason, IKEA considers the needs of such consumers. It offers a wide variety of sofas and armchairs of reasonable quality and remarkable designs at low prices (Burt, Johansson, and Thelander 187). Since many of the young consumers do not have experience on how to arrange different rooms in their houses, IKEA ensures that it provides them with a demonstration on how to arrange different furniture in every room of the house. IKEA customers have the opportunity of viewing different furniture combinations so that they can make informed choices of the furniture they want to buy. IKEA carries out a rigorous commercialization strategy. IKEA creates brand awareness through TV advertising, newspaper, and magazine advertising as well as sponsorships. Additionally, IKEA has recognized the opportunity presented by online advertising forums and takes advantage of them. The company has an extensive distribution channel whose primary purpose is to ensure that customers can get their home furnishings at cheaper prices. Over 1,600 suppliers manufacture IKEA sofas and armchairs. The ready products are then transported to hundreds of stores in different parts of the globe.

A Critical Discussion of the Concept of Integrated Marketing Essay

A Critical Discussion of the Concept of Integrated Marketing Communications from an Advertising Strategy and Planning Perspective - Essay Example A significant debate over recent years has been the significance of ensuring the integration of these tools of marketing communications† (Yeshin, 2006). Introduction The desire to implement effective marketing communications and advertising strategies since the inception of corporate world prompted the integration of varied aspects deemed by managers to ensure clients’ satisfaction (Luck & Moffatt, 2009). The aim of this action was to capture large pool of clientele globally as well as corporations have high client’s retention rate essential in ensuring higher market share than other key players in the same field (Luck & Moffatt, 2009). However, this concept, which is Integrated Marketing Communications (IMC) has received both welcoming and dissuading arguments from varied scholars whereby the latter category deem IMC is a â€Å"management fad† (Cornelissen & Lock, 2000, p. 9). Hence, according to the dissuading category, IMC is not a new devised effective tool but a fashion of what used to be prior to the inception of utilizing it. Conversely, some scholars have argued pro about the idea of IMC coupled with availing adequate proven examples, which support the argument that have persisted up to date. Therefore, this study seeks to provide a critical discussion of Yeshin’s (2006) statement on the subject of IMC relating to both advertising strategy and planning in UK. ... Evolution in this case encompasses integrating of technology with other marketing aspects especially in communicating, planning and execution, whereby according to IMC’s devotees or proponents this is not a â€Å"management fad† (Cornelissen & Lock, 2000, p. 9). This is because advertising cannot exist solely by its own but entails other varied and essential aspects meant to aid it in attaining the required corporate reputation in the market. Therefore, integration of the current communications knowhow usually supplements advertising aspect, which to date has experienced transitory period. Similarly, Cornelissen and Lock’s approach or argument aligns well with Luck and Moffatt (2009, p. 313) study where they expound more about significant evidence of transition in terms of marketing strategies. Based on their study, â€Å"communications† usually implies diverse marketing methods, which current policymakers ought to embrace in order to improve both particip ants’ interaction and relationships contrary to the 20Th century’s advertising approaches (Luck & Moffatt, 2009). Hence, posing the aspect of evolution whereby in the past, marketers solely focused on distribution channels as well commodities’ exchange, which is contrary to the current period whereby market mix has taken over as key marketing strategy. This aligns with the relayed statement whose implication cites integration of varied methods or communications together with advertising aspect aimed at heightening corporation’s reputation despite numerous counterarguments against it. Other arguments in favor of IMC aspect characterizing the current corporate world encompass establishing of communication programmes contrary to the earlier four key mass media forms