Marketing mixWord下载.docx

1、 the consumer society is in danger of consuming itself, and we now have a responsibility to return such out of control human desire to a more sustainable level. （MUJI） MUJI is not a brand whose value rests in the frills and “extras” it adds to its products. （About MUJI） It means it is simplicity but

2、 suitable for costumers because MUJI can understand what they really need. All the things will be green products with high quality and well-looked appearance. I have made a table to show the SWOT about the MUJI and IKEA.Table 1.0 SWOT of the MUJIStrength Weakness Opportunity Threat All the products

3、made by MUJI are functional green. Their design is simplistic and no branded which shows honest and loyal by not deceiving them with over packaged goods.Some of the products are too simple that cannot attract the consumers. MUJI claims to coexist with the earth which shows their concerns about the e

4、nvironment. This can be their competitive characteristic to become stronger in their market range. There will have increasingly companies to produce green products which will be the prevalence in the future. Table 2.0 SWOT of the IKEAStrengthWeaknessOpportunityThreatVarious products that are suitabl

5、e for all kinds of consumers with low prices and beautiful and practical design. The things will not be too exquisite because they have to keep the competitively low launch price which is going to make sure all the people are able the afford the products. The products will attract different ages of

6、customers. Everyone will find the things they like from IKEA. The promised low prices with solid quality makes it become popular in modern life. Increasing companies will have the similar products like IKEA. The remained low price will make IKEA has less profits than other companies which also have

7、comprehensive products that are elaborated but expensive with high technology. Ill combine the advantages of these two companies and get 60% of the idea from IKEA and absorb another 40% of the thought from the MUJI to form my own company. The designers in our company will always come up with some in

8、novation and pay more attention on the details about the products. The company purpose is to make a better life which means the innovation and variation is the most important factors in my company.2.0 Methodology Im going to interview the people around me to find out what kind of products they want

9、in this market and what kind of people will more likely to love this kind of company in order to understand the market of the products and know if there is a good perspective of my company and what kinds of people are more likely to buy the products in my company. Also Ill use the internet to find o

10、ut the official website of the MUJI to get the mission statements they have made which can show their final goals and aim and make sure how they have been worked in this market for years. Then, I will get some details about how they run the company successfully and how they decide the launch price t

11、o make appropriate profit which will help me to set up my own purpose and build up a better company. I can learn more about how MUJI has run for years with some strong competitive advantages and also understand what the important weakness MUJI has to prohibit its development. 3.0 Findings From the o

12、fficial website, I have found out that MUJI always do the products better in details while the IKEA prefer to do better in the types of the products. MUJI always state that they are the representation of the simplicity. MUJI has merchandise of good quality at affordable prices. （R. Martin （2006） MUJ

13、I means without brand. They keep finding out what the best is from a individuals point of view. However, IKEA always do better at the categories of the products. They are more likely to make the products more comprehensive which means they want the costumers are able to find out all the things they

14、want in their normal life. IKEA also offers a low competitive price because of the economies of scale （30% lower than competitors） Exclusive relationship between IKEA and its suppliers, offering modern and exclusive designs for IKEA.（ Ikea Specific Advantages, 2008 ） Designers also work closely with

15、 suppliers, keeping the costs low. The cash and carry shopping formula; you can go to the rack directly to collect the product and go home to build it by yourself. Successful use of the word of mouth and the use of catalogues in order to reduce the advertising costs. IKEA has simple and plain staff

16、levels, lowering the fixed costs and giving more freedom to its employees. This management structure also helps making decisions in a faster way. All the process shopping in IKEA is just like going to the supermarket, the only thing you need to do is experience the real products and get what you wan

17、t from the shelf or write down the code number and wait at home to receive the products sending by IKEA. It provide a lot of advantages and convenient for the customers. Table 1: Competitive SWOT about the MUJI and IKEA Strength MUJIMUJI does not aim to make just adequate products, but products imbu

18、ed with craftsmanship. MUJI has taken a rather minimalist approach, always asking such questions as: Is this necessary? or Is this going too far? （MUJI）The products in MUJI are not as attractive as the products in other companies.MUJI suggests to coexist with the earth which could encourage their co

19、stumers to take part in the protecting the environment. Other companies are likely to have the same activities and produce green products. IKEAThe products have well-designed appearance with various ranges.Low price mean the product will not be very elaborated.Various ranges of the products can attr

20、act different ages of costumers. Competitive low prices will limit the quality of the products which will not attract the people who wants the exquisite products. I have done the interview to my friends to see if they are more likely to choose the products in MUJI or IKEA. The result is 30% of them

21、tend to choose to buy the products in MUJI because they think the MUJI is the represent of simplify and environmental protection while 70% of my friends tend to buy IKEA because IKEA has huge amount of the products that are suitable for all kinds of customers.4.0 Discussion From what I have indicate

22、d in the finding, it is not hard to find that the IKEA have more strengths and advantages comparing to MUJI. MUJI has smaller market than IKEA and has fewer products. All the furniture exhibited in IKEA is ready-to-assemble with simple steps. All the appliances and home accessories are useful and be

23、autiful in the appearance. In order to form my own company which is named MUIKEA. I have decided to get 60% of the idea from IKEA. First of all, I will make the launch price low enough to make sure all the customers can afford. Then, I will set a range for the products in my company. MUIKEA will pro

24、duce all kinds of furniture including sofa, table, chair, bed and shelf. Also, we will design many different styles of rooms with all ready-made furniture to show the effect of the combination of these furniture like a real home. All the products in the room will have the prices and you can just tak

25、e it to check stand once you find some interesting products that attract you. In addition, we will also build an Eden for the children. We will build different themes of park to attract different kinds of children. For example, we will build a park will all kinds of Bobby for the girls who dreams to

26、 become the princess and build a park will different types of Formula 1models for the boys who wants to become cool speed racer. They can play in the parks as long as they want and once they find something they love, they can take it away and ask their parents to purchase it. In addition, I will get 40% of the inspiration from MUJI. I will try my best to make the products show the view of coexistence with the environment. I will set the fund to get 1% of the profit from each product to donate to plant trees and invent ne