1. Our vision is to create a better everyday life fore the many people. Our business idea is to offer a wide range of well- designed, functional, home furnishing products at prices so low that as many people as possible can afford them.Marketing Strategy and PlanningAkshar Anu| Lionel Fabre |Edwina Lambourdiere |Estelle Pellegrino | Pierre Urier-Cattoire

2. Key Competitive Advantages Low Cost Operating Philosophy Without Compromising on Customer Value High Product Diversity and Standardization Good Design and Affordable Environmental Friendly Unique Corporate Structure Independent and Non-Profit Parent Organization Brand Image & Awareness The Ikea Experience 2 3. IKEAs USP Stylish Design Image built on Value Cost/Quality Ratio Innovative and Modern Design DIY ApproachSustainability Ideas Continuous Innovation and Promotion Increase the scope of CSR Donations for Charities Help the Poor3 4. U.S. Expansion Strategy Maintain Low Cost Structure Introduce Partial Customization Overwhelming Individualization Adapt and Increase Promotions Online, Social Media (Facebook, Twitter) Print (Magazine, Newspapers) Outdoor, T.V. Local Store Events Nationalist Tendencies Increase Physical Presence Include distribution Networks 4 5. U.S. Strategy Alternatives Make a Digital Catalogue (In store: Screens, Tablets) Hire a designer for U.S. Sensibilities Increase on-line buying choices Continuously Introduce Newer Range Make a balance between DIY and Personalization Flat Organization structure (Anti-bureaucracy) Adapt the Amenities Restaurants etc. Culinary Events Increase the role of Sales-men Inside and Outside, Personal Attention, Assembling5 6. The FutureIf Ikea follows the suggested strategies, we can hope to find: Increased footfalls and sales Multiple Stores and Delivery Channels in the US Increase Franchising, CRM and IS Increased acceptance and Brand EquityFor the U.S. it is more likely that IKEA will have increased prices whichwill be essential to maintain profitability owing to increasedpersonalization and other costs.Sustainable? Yes!, if:They keep a focus on their vision and Listen and respond to feedback6 7. Low-cost Structure Economic conditions Corporate Culture Demand for convenience Added Amenities Popularity of stylish, but Brand Imagesustainable, products Focus On SustainabilityS OW T Competition Limited Customization Changing Customer Limited PromotionalNeeds/TastesExpenditures Mature Market Weak Online SupportPreferences7