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Title: Ikea Marketing Mix Analysis

Essay Details

Subject: Business
Author: Gus H
Date: January 22, 2015
Level: University
Grade: A
Length: 1 / 284
No of views: 0
Essay rating: good 0, average 0, bad 0 (total score: 0)

Essay text:

Low prices are a result of large-quantity purchasing, low-cost logistics, store location in suburban areas and a DIY approach to marketing. IKEA also benefits from economies of scale and healthy supplier-firm relationships. IKEA enters into long-term contracts, provides leased equipment and technical support in exchange for exclusive, low-cost manufacturing from suppliers...

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For new markets, IKEA should retain its price-image to maintain the brand’s positioning. 2. Product IKEA’s value chain is unique in that customers are also suppliers and suppliers are also customers. The transactions between the supplier and IKEA and on to the customer have a value adding step in each stage...

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