Marketing Strategy Research in the Furniture: Case Study from IKEA

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 IKEAs marketing strategy is successful. IKEAs success can be measured in three ways: the 4ps strategy, experiential marketing, and scene marketing. IKEAs structure comprises the 4ps: product, price, promotion, and placement. The success of IKEAs marketing strategy doesnt 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, IKEAs sales increased, and it became prosperous. Ikeas 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.