Marketing mixWord下载.docx

Marketing mixWord下载.docx

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theconsumersocietyisindangerofconsumingitself,andwenowhavearesponsibilitytoreturnsuchoutofcontrolhumandesiretoamoresustainablelevel.（MUJI）MUJIisnotabrandwhosevaluerestsinthefrillsand“extras”itaddstoitsproducts.（AboutMUJI）ItmeansitissimplicitybutsuitableforcostumersbecauseMUJIcanunderstandwhattheyreallyneed.Allthethingswillbegreenproductswithhighqualityandwell-lookedappearance.IhavemadeatabletoshowtheSWOTabouttheMUJIandIKEA.

Table1.0SWOToftheMUJI

Strength

Weakness

Opportunity

Threat

AlltheproductsmadebyMUJIarefunctionalgreen.Theirdesignissimplisticandnobrandedwhichshowshonestandloyalbynotdeceivingthemwithoverpackagedgoods.

Someoftheproductsaretoosimplethatcannotattracttheconsumers.

MUJIclaimstocoexistwiththeearthwhichshowstheirconcernsabouttheenvironment.Thiscanbetheircompetitivecharacteristictobecomestrongerintheirmarketrange.

Therewillhaveincreasinglycompaniestoproducegreenproductswhichwillbetheprevalenceinthefuture.

Table2.0SWOToftheIKEA

Strength

Weakness

Opportunity

Threat

Variousproductsthataresuitableforallkindsofconsumerswithlowpricesandbeautifulandpracticaldesign.

Thethingswillnotbetooexquisitebecausetheyhavetokeepthecompetitivelylowlaunchpricewhichisgoingtomakesureallthepeopleareabletheaffordtheproducts.

Theproductswillattractdifferentagesofcustomers.EveryonewillfindthethingstheylikefromIKEA.Thepromisedlowpriceswithsolidqualitymakesitbecomepopularinmodernlife.

IncreasingcompanieswillhavethesimilarproductslikeIKEA.TheremainedlowpricewillmakeIKEAhaslessprofitsthanothercompanieswhichalsohavecomprehensiveproductsthatareelaboratedbutexpensivewithhightechnology.

I’llcombinetheadvantagesofthesetwocompaniesandget60%oftheideafromIKEAandabsorbanother40%ofthethoughtfromtheMUJItoformmyowncompany.Thedesignersinourcompanywillalwayscomeupwithsomeinnovationandpaymoreattentiononthedetailsabouttheproducts.Thecompanypurposeistomakeabetterlifewhichmeanstheinnovationandvariationisthemostimportantfactorsinmycompany.

2.0Methodology

I’mgoingtointerviewthepeoplearoundmetofindoutwhatkindofproductstheywantinthismarketandwhatkindofpeoplewillmorelikelytolovethiskindofcompanyinordertounderstandthemarketoftheproductsandknowifthereisagoodperspectiveofmycompanyandwhatkindsofpeoplearemorelikelytobuytheproductsinmycompany.AlsoI’llusetheinternettofindouttheofficialwebsiteoftheMUJItogetthemissionstatementstheyhavemadewhichcanshowtheirfinalgoalsandaimandmakesurehowtheyhavebeenworkedinthismarketforyears.Then,Iwillgetsomedetailsabouthowtheyrunthecompanysuccessfullyandhowtheydecidethelaunchpricetomakeappropriateprofitwhichwillhelpmetosetupmyownpurposeandbuildupabettercompany.IcanlearnmoreabouthowMUJIhasrunforyearswithsomestrongcompetitiveadvantagesandalsounderstandwhattheimportantweaknessMUJIhastoprohibititsdevelopment.

3.0Findings

Fromtheofficialwebsite,IhavefoundoutthatMUJIalwaysdotheproductsbetterindetailswhiletheIKEAprefertodobetterinthetypesoftheproducts.MUJIalwaysstatethattheyaretherepresentationofthesimplicity.MUJIhasmerchandiseofgoodqualityataffordableprices.（R.Martin（2006））MUJImeanswithoutbrand.Theykeepfindingoutwhatthebestisfromaindividual’spointofview.However,IKEAalwaysdobetteratthecategoriesoftheproducts.Theyaremorelikelytomaketheproductsmorecomprehensivewhichmeanstheywantthecostumersareabletofindoutallthethingstheywantintheirnormallife.IKEAalsooffersalowcompetitivepricebecauseoftheeconomiesofscale（30%lowerthancompetitors）ExclusiverelationshipbetweenIKEAanditssuppliers,offeringmodernandexclusivedesignsforIKEA.（IkeaSpecificAdvantages,2008）Designersalsoworkcloselywithsuppliers,keepingthecostslow.Thecashandcarryshoppingformula;

youcangototherackdirectlytocollecttheproductandgohometobuilditbyyourself.Successfuluseofthewordofmouthandtheuseofcataloguesinordertoreducetheadvertisingcosts.IKEAhassimpleandplainstafflevels,loweringthefixedcostsandgivingmorefreedomtoitsemployees.Thismanagementstructurealsohelpsmakingdecisionsinafasterway.AlltheprocessshoppinginIKEAisjustlikegoingtothesupermarket,theonlythingyouneedtodoisexperiencetherealproductsandgetwhatyouwantfromtheshelforwritedownthecodenumberandwaitathometoreceivetheproductssendingbyIKEA.Itprovidealotofadvantagesandconvenientforthecustomers.

Table1:

CompetitiveSWOTabouttheMUJIandIKEA

Strength

MUJI

MUJIdoesnotaimtomakejustadequateproducts,butproductsimbuedwithcraftsmanship.MUJIhastakenaratherminimalistapproach,alwaysaskingsuchquestionsas:

"

Isthisnecessary?

"

or"

Isthisgoingtoofar?

（MUJI）

TheproductsinMUJIarenotasattractiveastheproductsinothercompanies.

MUJIsuggeststocoexistwiththeearthwhichcouldencouragetheircostumerstotakepartintheprotectingtheenvironment.

Othercompaniesarelikelytohavethesameactivitiesandproducegreenproducts.

IKEA

Theproductshavewell-designedappearancewithvariousranges.

Lowpricemeantheproductwillnotbeveryelaborated.

Variousrangesoftheproductscanattractdifferentagesofcostumers.

Competitivelowpriceswilllimitthequalityoftheproductswhichwillnotattractthepeoplewhowantstheexquisiteproducts.

IhavedonetheinterviewtomyfriendstoseeiftheyaremorelikelytochoosetheproductsinMUJIorIKEA.Theresultis30%ofthemtendtochoosetobuytheproductsinMUJIbecausetheythinktheMUJIistherepresentofsimplifyandenvironmentalprotectionwhile70%ofmyfriendstendtobuyIKEAbecauseIKEAhashugeamountoftheproductsthataresuitableforallkindsofcustomers.

4.0Discussion

FromwhatIhaveindicatedinthefinding,itisnothardtofindthattheIKEAhavemorestrengthsandadvantagescomparingtoMUJI.MUJIhassmallermarketthanIKEAandhasfewerproducts.AllthefurnitureexhibitedinIKEAisready-to-assemblewithsimplesteps.Alltheappliancesandhomeaccessoriesareusefulandbeautifulintheappearance.InordertoformmyowncompanywhichisnamedMUIKEA.Ihavedecidedtoget60%oftheideafromIKEA.Firstofall,Iwillmakethelaunchpricelowenoughtomakesureallthecustomerscanafford.Then,Iwillsetarangefortheproductsinmycompany.MUIKEAwillproduceallkindsoffurnitureincludingsofa,table,chair,bedandshelf.Also,wewilldesignmanydifferentstylesofroomswithallready-madefurnituretoshowtheeffectofthecombinationofthesefurniturelikearealhome.Alltheproductsintheroomwillhavethepricesandyoucanjusttakeittocheckstandonceyoufindsomeinterestingproductsthatattractyou.Inaddition,wewillalsobuildanEdenforthechildren.Wewillbuilddifferentthemesofparktoattractdifferentkindsofchildren.Forexample,wewillbuildaparkwillallkindsofBobbyforthegirlswhodreamstobecometheprincessandbuildaparkwilldifferenttypesofFormula1modelsfortheboyswhowantstobecomecoolspeedracer.Theycanplayintheparksaslongastheywantandoncetheyfindsomethingtheylove,theycantakeitawayandasktheirparentstopurchaseit.

Inaddition,Iwillget40%oftheinspirationfromMUJI.Iwilltrymybesttomaketheproductsshowtheviewofcoexistencewiththeenvironment.Iwillsetthefundtoget1%oftheprofitfromeachproducttodonatetoplanttreesandinventne