5 Crucial Points on IKEA Marketing Strategy


If you are conducting SWOT or PESTLE analysis or writing a case study on IKEA, you need to talk about IKEA marketing strategy. In case, you have been provided with a case scenario; you should list out the issues. You must shed light on the supply chain, revenue, etc.

Here are some aspects that you should consider:

1.      Distribution Strategy

In conjunction with material suppliers, product developers, and other supply chain stakeholders, IKEA creates a strong network. The company has more than 1600 suppliers in 51 nations.  The company has an efficient delivery system to transport products to 380 stores all over the world. The goal of the IKEA's supply chain is to have a centralized distribution centre, reduce delivery cost, and guarantee products' quality. But, with multiple markets, the company is looking forward to having more than one distribution centre.

2.      Competitive Advantage

Compared to its competitors like Walmart, Sears, Wayfair, IKEA coordinates with designers across the globe and welcomes their input. The furnishing products are eco-friendly and artistically designed. Moreover, the company enjoys a strong supply chain globally. IKEA's annual revenue is around 41.3 billion USD because it has a good customer redressal system. This has resulted in a positive word of mouth promotion. Do not forget to conduct extensive competitor analysis.

3.      Brand Equity

In your IKEA marketing strategy paper, you must highlight branding, CSR activities, and co-workers' empowering. Furthermore, IKEA is an innovative brand, with a focus on marketing messages and design. It runs promotional advertisements through newspapers, billboards and on other digital platforms. Most importantly, IKEA holds a great Swedish heritage, despite its international success. Thus, it has an immense local connection and unique brand image.

4.      Segmentation and Targeting

IKEA uses demographic, psychographic and geographic segmentation for lead scoring and retaining customers. It has a strong branding campaign on digital platforms like Facebook, Instagram, Twitter, and it has a unique tagline. It stands true to its slogan "Affordable solutions for a better living" and has transformed itself from product-based company to value-based company. It focuses on sustainable marketing products, which the consumers prefer.

5.      IKEA Does Not Go for Aggressive Marketing

In the past five years, IKEA has been given a run for its money by companies like TepeHome, Kelebak, EnglishHome, etc. This is because these companies are focusing on aggressive online and offline marketing and market penetration. IKEA, in this regard, has been more complacent. And the other companies are taking advantage of this aspect. Furthermore, IKEA's marketing research and information gathering have worsened.

Hopefully, you will face no issues while writing IKEA marketing strategy.

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