The furniture market is overcrowded with a lot of international and national players that are giving fierce competition to the company.

They have invested in various campaigns, advertisements, and other branding factors like TV, social media, and other masses to aware people of its products and services. They have established their name successfully in those countries in which they are not working. Effective branding, empowering co-workers, and CSR activities have helped IKEA in creating brand awareness and market share.

Brand Equity:īranding is one of the most vital factors for any company to sell its products. With the partnership of more than 1002 suppliers, they are working in 52 countries and maintaining their quality in every segment. These factors ensure that its products and offerings available for the customers in different regions.

The collaboration of IKEA with designers, material suppliers, supply chain stakeholders, and product developers is very strong. But, its performance is still in doubt in the developing countries due to the less awareness and strong presence of local players. In developed nations, IKEA home furnishing is in the star category due to its innovative solutions and offerings. Marketing Strategy of IKEA | IKEA Marketing Strategy BCG Matrix: That’s why its manufacturing and delivering process is really effective. On the other hand, long-term strategic partnerships are also proved beneficial for the company. They have successfully managed respect and value in consumers’ eyes, which helps the company increase its market value and share. A diverse range of products, budget-friendly furniture, and eco-friendly practices are some of the company’s plus points that increase the company’s market value and sales. It is one of the biggest competitive advantages that the company has over its rivals and other big players in the market. IKEA is coordinating with top home designers and using their ideas to offer the best products to users. Its main tagline is ‘’Affordable solutions for better living’’ clearly shows that how much value they gave to their shoppers. In positioning strategy, they have changed their positioning on the product-based and value-based brands. They use a differentiated targeting strategy to cater to the requirements of customers who want to get their money’s value. IKEA uses geographic, demographic, and psychographic segmentation to fulfill the varying market trends of appliances, kitchenware, and home furnishing market. Segmentation, Targeting, and Positioning: Important Factors in the Marketing Strategy of IKEA:

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