1. General situation introduction The IKEA Group is a private company group whose owner is a charitable foundation in the Netherlands.

It has been sixty years since IKEA was founded on a small farm in Sweden.

The IKEA Group is actively involved in the development, sourcing, distribution and sale of IKEA products.

is the largest franchisee group.

(1) Environmental analysis The relaxed and comfortable shopping atmosphere is the unique feature of more than 160 IKEA stores around the world.

Many customers shuttle among the birch wood coffee tables and chairs, which can be seen in any IKEA store in the world.

IKEA encourages customers to "pull drawers open, open cabinet doors, walk on carpets" in stores, or test the sturdiness of beds and sofas.

Only in this way will you discover how comfortable it is to rest on the IKEA sofa." IKEA has always advocated entertainment shopping, and ordinary furniture stores are in people's minds a very rigid furniture "warehouse" without aesthetics. But IKEA is famous for its uniqueness.

Some styles make the mall a shopping place suitable for people's entertainment. Its winding aisles, strange-shaped furniture, comfortable bedding, and music playing in the ears... People shop here.

It has completely become a kind of enjoyment. (2) Market segmentation and target customer selection In the increasingly mature and perfect market system, no single product can suit all consumers, and no one company can satisfy all consumers.

The target market positioning method can help companies find a clear positioning to target each target group. IKEA targets young people who want high style but cannot afford high prices.

——They are very willing to sacrifice services in exchange for cost reduction. Therefore, IKEA adopts the strategy of consumers picking up, transporting and assembling goods by themselves. 2. Marketing Strategy Analysis (1) Brand strategy is increasingly deepening in the development of market economy.

Today, the importance of brands to the survival and development of enterprises is well known. Brand strategy has become a magic weapon for many well-known enterprises to remain invincible in market competition. A good brand product often makes people have a good impression of the enterprise that produces the product.

Ultimately, consumers will identify with the company's other products, thereby improving the company's overall image.