IKEA湖南市场分析英语.docx

IKEA湖南市场分析英语.docx

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IKEA湖南市场分析英语

InternationalMarketingplanfor

Preparefor:

XingyiHe

Preparedby:

JiangWei

LiShuangyang

TengQuan

Mofeishi

GongSiyuan

LiuQiongyu

Date

2012/06/20

Tableofcontents

1.0Executiveoverview.....................................................Page:

3

2.0Marketreview.............................................................Page:

4

2.1Trendsoverviewandintroduction......................Page:

4

2.2Marketsegments...................................................Page:

4

2.3Targetmarket.......................................................Page:

5

2.4Positioning.............................................................Page:

5

3.0Competitivereview.....................................................Page:

6

4.0Productreview............................................................Page:

9

5.0Strength,Weaknesses,Opportunities,Threats........Page:

10

6.0Goalsandobjectives...................................................Page:

13

6.1Salesobjectives......................................................Page:

13

6.2Marketingobjectives.............................................Page:

13

7.0Strategies......................................................................Page:

14

7.1Positioning..............................................................Page:

14

7.2Distribution............................................................Page:

14

7.3Product...................................................................Page:

14

7.4Pricing.....................................................................Page:

14

7.5Promotion...............................................................Page:

15

PersonalWorkStatement.................................................Page:

17

Appendix.............................................................................Page:

18

1.0Executiveoverview

AnalysisofproblemsinthefurnituremarketofHunanprovincethereisanobviousproductqualityproblems,2011inspectionresultsdisplay,productqualifiedrateisonly36.7%,excessiveformaldehydeemissionfromthesixintofurniture.Experts,themainproblemsoffurnitureis:

formaldehydeemissionfromexcessive,3857companiessubjecttospotcheckproducthasproblemsthatleadtothisphenomenonisbecausesomecompaniesuseinordertolowerproductioncostsduetothepoorqualityadhesives.Wasfollowedbythecarpentersproduceddidnotmeetthestandardrequirements,poor50%processtoproducerough.

TheaverageconsumptionlevelthatpassestoinvestigatetodiscovertheprovinceinHunanthepeopleisplacedintowintomiddletheposition,andthefurnituresellingexhibitionismore,explainingthepeopletohavetocomparetothelifequalitytoobviouslypursue.CanseethefurniturethatafurnituresellingexhibitionswithnumerousHunanprovincesellormanyorrareobviousblemishiscontrarywithit,thefurnitureoftheproperhouseattherightmomentmakesuptheseblemishs,canletthepeopleBepursuingthelivingquality,raiselivingtastyinthemeantime,don'tendangertheoneselfthehealthybody.Sosay,theprovincefurnituremarketandtheofthesamekindsellingexhibitionofproperhouseatHunancomparetohavetheverybigadvantage,havingthehugedevelopmentspaceandpotential.

2.0Marketreview

2.1Trendsoverviewandintroduction

2.1.1emphasizesproductofIKEAstyle"simple,natural,freshandsophisticateddesign"

IKEAfurniturestyleisSwedenhomedesignhistoryofculturalcohesion.Swedenhomedesignculturehasalonghistory,eventoday,weseeinIKEAproductsaremodernbutnottrendy,verypracticalandnoshortageofnovel,focusingonpeople-oriented,inmanywaysreflectstheancienttraditionofIKEA.

IKEAhasbeeninsistingonallproductsdesignedbyyourselfandhavetheirpatentineachofthemorethan100designersworkeddayandnighttoensurethat"allproductsofallpatents"

2.1.2productdesign,beautifulanddurable.

IKEAhasstressedtheproductsbeautifullydesigned,practical,anddurable.

IKEAhasalargenumberofexcellentdesignersensurethedesignofIKEAproducts.Theynotonlyexperiencedbutalsoclosecollaborationwithexperiencedproducerstoidentifymethodstotakefulladvantageofrawmaterials:

theyalsoknowhowtoproducelow-costfurniture,stillretaintheoriginaldesignideas.

DurabilityisalsoamajorfeatureoftheIKEAfurniture:

sofaacceptsanumberofpressuressqueezecanreachhundredsofthousandsoftimes,toaccepttheswitchcabinetdoorwon'tstoptimescanbeachievedfordecades.

2.1.3theproductserieswide.

IKEAproductrangeextensive,overatotalofmorethan10,000ofIKEAproductsforcustomerstochoose.

Abroadrangeoffeatures:

customersdonotneedtotraveltoandfromdifferentstorestobuythefurnitureitems.

Widerangestyles:

differenttastesofpeopleherecanfindtheirlove.

Throughappropriatecoordination,canatthesametimeimplementawiderangeoffunctionalityandstyle.Whethercustomerslikethatstyle,therewillbeamatchthearmchairsandbookcases,matcheshaveabookcaseandanewfoldingtable,foldingtableandarmchairsforanewmatch.Therefore,IKEA's"seriesofbroad"hasmultiplemeanings.

2.2Marketsegments

IKEAcanbefoundthroughanalysistodeterminewhensegmentmarketsegmentationvariablesasgeography,age,headedbyfamilysizeandfamilyincomelevels.Fromthegeographicalperspective,IKEAtomarketsinEuropeandAsia-Pacificmarketsandmarketsegmentation;ageoffurnitureindustryinGeneralwillbeheadedtovariablesformarketsegmentationisgenerallydividedinto18-34,35-49,50-64yearsofageandover65yearsoldbusinessenterprisesalsotofamilyDivisionmarketsegmentationvariablesisgenerallydividedintofamily1-2,andone,5percentofthepopulation.Furnituremarketinruralareas:

quality,performance,safety,economicanddurable.

LowermiddleSalaryclassfurnituremarket:

fashion,luxury.

TopgradeUrbanfurnitureofmiddle-incomeconsumermarket:

stylish,simpleandeasytouse.

Mid-rangeNewlymarriedyoungfurnituremarket:

centralizedpurchasing,materialandspiritualvaluesatthesametimereflect.Fashion,features,quality

Children'sfurnituremarket:

undertheinfluenceoftheoutsideworld,easilycolorappearance,color,pattern,andsoattracted.Consumptionbytheirparentsfortakingintoaccountsecurity.

2.3Targetmarket

Afteranalysiscanfound,shouldbehomeinabovesubdivisionoutofmarketinthe,firstingeographicShangshouldbehomewillmaintargetmarketwillinhasEuropean,thenisUnitedStates,andCanada,andAsiaandtheAustralia;andintoincomelevelforvariableofmarketShang,shouldbehomeisnotgeneralizations,considertoStateseconomicdevelopmentleveldifferent,shouldbehomeinEuropedevelopedwillinthelow-incomeoffamilyastargetmarket,takecheapofpolicy,andineconomicoweddevelopedofdevelopingcountriesasChina,Shouldbehomeiswilltargetmarketdeterminesforlargecityinthemorerichofclass,intoheadsageforvariableofsubdivisionmarketinthe,shouldbehomemainwillyoungpeopleandmiddle-agedastargetmarket,1997alsofinecededaachildrenmarket,designmoreforchildrenneedsofproducts,developmentaimedattrainingchildrencampaigncapacityandcreativityofproducts;andintofamilypopulationforvariableofsubdivisionmarketinthe,canfoundshouldbehomeofcoveragemorewide,BoththesingleandthecustomersarealmostallofthefamiliescanfindwhattheywantatIKEAfurniture.

2.4Positioning

IKEAistakingthemasswhiletheinitialsuccessofrouteswiththelowprice,aftermanyyearsofdevelopingtheirmarketpositionbecameclear,IKEAbrandpositionedasprovidingthepublicwithaffordablefurniture,inresponsetothismarketpositioning,IKEAproductpositioninginthe"lowprices,beautiful,durable"householditems,formintoasinglestyleoffurniture.HoweverthesearejustIKEAmarketpositioninEuropeandAmerica,isindisputable,itslowpricemarketorientationofthepopulistIKEAverypopularinEuropeanandAmericanmarkets,siegesweptalltheway,quicklygrewintoamajorfurnituregiant.SinceenteringtheChinamarket,however,becausedifferencesinnationalcircumstances,IKEA'slow-pricestrategynolongerhastheadvantage,arestillindevelopmentphaseofChina,IKEA'sso-calledlowpricesinEuropeandAmericais"themasses".Inthisregard,ChinaIKEAhaschosenrepositioningstrategies,IKEA'smarketpositioninChinais"wanttobuyluxurygoods,andnottopaythehighpriceofwhitecollar".Thisrepositioningsucceededinraisingtheonce-flaggingsalesinChina.

3.0Competitivereview

CompetitiveReviewProcessandTerms

ConflictofInterest,Confidentiality,andProfessionalConductinaCompetitiveReview.

Theessenceofcompetitivereviewofaproposalorapplicationisfairandobjectiveassessmentbasedsolelyoncriteriathatareselectedtoidentifymeritandachievement.Thesuccessofthereviewcommitteeinperformingitsfunctionsdependsupontheeffectivenessofitsdecision-makingprocesses.Ifjudgmentsarewarpedorprejudicedbecauseofconflictinginterests,thateffectivenessiscompromised.ReviewcommitteesattheUniversityofAlaskaAnchoragemustearntheconfidenceofitscommunityoffacultyandscholars,staff,andstudents,aswellasthepublicoutsidetheinstitution,intheintegrity,effectiveness,andevenhandednessofitsdecision-makingprocesses.Theywillnotdosoifthoseprocessesareseentobecompromisedbyconflictsofinterests.

Aconflictofinterestsisaclashbetweenareviewer’sconcernforobjectivityandtheirprivateinterestsandallegiances.Thisisparticularlyexa