( QUESTION 1 Part A )

IKEA to open first outlet in Northern Peninsula on March 14

BUTTERWORTH: Swedish furniture brand Ikea will open its first outlet in the northern region of Peninsular Malaysia in Batu Kawan, Penang, on March 14.

Ikea Malaysia store manager Arumugam Pathmalingam said the new outlet, the brands fourth in the country, spanning over about 43,600 square metres of retail space and featuring over 8,000 products. The store will also have 49 showrooms, market, restaurants and a bakery.

We expect it will attract about 50,000 visitors per week after the opening, he said during the roof-capping and store opening countdown ceremony today. Arumugam said ahead of the upcoming grand opening, Penangnites were already showing their excitement about IKEA products and went to the extent of going to Kuala Lumpur to make their purchases.

In fact they can enjoy even bigger savings if they make their purchases online instead of buying the conventional way where they have to bear hefty transportation costs, he added. Sources: Bernama February 15, 2019.

Beside IKEA as specialty store who focus on furniture, explain any other FIVE (5) types of retailer and give example in Malaysia market. - 1

2- Describe THREE (3) strength and TWO (2) weaknesses of IKEA.

3- Describe THREE (3) opportunities and TWO (2) threats of IKEA.

4- In your opinion, which segmentations did IKEA focusing on and describe in detail their characteristics.

( QUESTION 1 Part B )

Describe FIVE (5) new behaviors, opportunities, and challenges that await the marketer in the 21st century.

QUESTION 2

Explain FIVE (5) challenges associated with mobile marketing and method to overcome them.

QUESTION 3

Discuss any FOUR (4) elements of the marketing communications mix with example for each element.