Corporate strategy begins with marketing and understanding the key elements of the marketing plan. For IKEA, describe the following elements of its marketing strategy:
How do IKEA’s products, services, and related attributes satisfy the wants and needs known as its value proposition?
How does IKEA create a well-defined market position that appeals to customer wants and needs and differentiates its offering from competitive offerings in a process known as positioning and differentiation?
Assess IKEA’s strategy using the criteria listed below:
Value Chain (1 page)
Analyze the three sources of value (economic, social, and environmental) in IKEA’s value chain.
Explain sources of value as they relate to the wants and needs of IKEA’s core customer.
Explain how IKEA’s supply chain supports its value proposition.
Explain how IKEA’s focus on customer value (economic, social, and environmental) is reflected in its supply chain.
Intangible Products (1 page)
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