pls. do Q 2 & 3.. Thanks

CASE STUDY - MARKETING MIX INTRODUCTION IKEA was founded by Ingvar Kampard in 1943 and its headquarters are in Sweden. It Provides its customers low-cost functional furniture which is easy to assemble. The main financial principle of IKEA is to grow using own resources. There are IKEA stores in more than 38 countries All the stores are operated under Inter Ikea Systems B.V. Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. This article elaborates the product, pricing, advertising & distribution strategies used by IKEA. IKEA Product Strategy: The product strategy and mix in IKEA marketing strategy can be explained as follows: IKEA is one of the leading global retail chains spread across the world. Products offered by IKEA cover a wide range and the offerings are in the company's marketing mix. IKEA offerings can be broadly divided into outdoor furniture, baby and children's products, eating, bathroom stage, desks, mirrors, beds and mattresses, chairs, cooking, clothes storage, decoration, leisure and safety products. Apart from this IKEA also keeps kitchen cabinets and appliances, lightning, small storage, sofas and armchairs, storage furniture, Swedish food, tables, textiles and rugs, tools and hardware, TV and media furniture and wireless charging. All these give an overview of all the products and goods which are available at IKEA stores. IKEA Price/Pricing Strategy: Below is the pricing strategy in IKEA marketing strategy IKEA competes with various global retail chains as well as local supermarkets. Low prices constitute the IKEA vision, business idea and concept. IKEA makes low cost furniture for household and offices. It focusses on cost control and efficient operational details. This allowed IKEA to lower its prices over the decade to 2010 during a period of global expansion. IKEA allows not only lower prices but also freebies at the IKEA restaurant form Monday to Saturday. IKEA Place & Distribution Strategy: Following is the distribution strategy of IKEA: IKEA has got an excellent place and distribution strategy as a part of its marketing mix. Distribution is based on the following principles, IKEA has a global distribution network i.e. a large distribution network. It has huge volumes on manufacturing side and flat packages i.e. it is useful in increasing value to weight ratio. IKEA has over 25+ distribution centres and has business operations in more than 50 countries. Over 9,500 products are sold at IKEA. Procuring materials in proximity with supply chain to reduce transport costs and using more of ocean transport than road transports by building DCs in proximity to ports are some strategies adopted by IKEA Products are transferred from suppliers to IKEA stores directly. This reduces handling costs, reduces transport and lowers the carbon footprint. Also IKEA Promotion & Advertising Strategy: The promotional and advertising strategy in the IKEA marketing strategy is as follows: IKEA focuses a lot on its marketing activities. IKEA uses promotion tools like TV, print, online ads, billboards etc in its marketing mix. IKEA launched a UK-wide advertising campaign which was named home is the most important place and used signs like "Not for Sale written on them as a part of the campaign. A subway train imitating IKEA in style was featured in Novosibirsk. An advertising campaign was launched to gauge whether men or women are worse at home. Campaign starts advertising a shot in live audience, starring four stand-up comedians, two men and two women, debating which gender is worse. The idea behind the campaign is that a social clutter leads to a conflict which can be avoided according to IKEA Meanwhile, online advertisements promoted IKEA products demonstrating the problems faced by people and offering solutions IKEA Promotion & Advertising Strategy: The promotional and advertising strategy in the IKEA marketing strategy is as follows: IKEA focuses a lot on its marketing activities. IKEA uses promotion tools like TV, print, online ads, billboards etc in its marketing mix. IKEA launched a UK-wide advertising campaign which was named home is the most important place and used signs like "Not for Sale" written on them as a part of the campaign. A subway train imitating IKEA in style was featured in Novosibirsk. An advertising campaign was launched to gauge whether men or women are worse at home. Campaign starts advertising a shot in live audience, starring four stand-up comedians, two men and two women, debating which gender is worse. The idea behind the campaign is that a social clutter leads to a conflict which can be avoided according to IKEA. Meanwhile, online advertisements promoted IKEA products demonstrating the problems faced by people and offering solutions. Questions: 2. You as a Marketing strategist design 4p's for IKEA. 3. Which of the Ps in the case study seem to be the "USP" for IKEA and why? 116 111 108 104 103 101