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IKEA Winnipeg.

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The Future Site of IKEA Winnipeg.

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Background.

* December 16 2010 new store announced.

*It will be built on land purchased from CN rail.

*It will be situated at the axis of the Grant,Kenaston ,and Sterling Lyon Parkway.

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continued

- IKEA came to Canada in 1976.

-Awards IKEA

- In the 100 Best Companies for Working Mothers in 2004 and 2005 by Working Mothers magazine.

-IKEA Canada, one of the top 100 Employers" in a Maclean's article.

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SWOT: Situation Analysis

Strengths

-350,000-square-foot store will be the anchor tenant.

- Largest development the city in 25 years.

-Built on former industrial land .

-Project will take 12 years to fully complete.

Weaknesses

-How will people perceive another big box store?

-Tax payers may be upset by spending tax dollars to improve the infrastructure?

- Police may need to direct traffic for up to 1 month post grand

opening.

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SWOT continued.

Opportunities

-Job’s, for people in Winnipeg.

-Ikea is using reclaimed industrial land.

-Manitoba’s ,can buy directly from the store, instead of online.

- The site will see an additional 695,000 square feet of retail and office space by 2018.

Threats

-Local companies, in Winnipeg, that sells furniture.

-Winnipeg plans bus routes direct to IKEA .

-Tweaks, to the traffic signals to synchronize, traffic flow.

-With the extra buses and drivers etc. Will this cost us more tax money?

-Noise pollution.

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Objectives

To expand support, for our move into the Winnipeg/Manitoba market. This can be achieved in several ways:

1)Extol the virtues of long term stable employment.

2)IKEA will pay a large part of the infrastructure improvement at the location.

3)Highlight that this was already zoned industrial, so as to assure people that no new farm land is being used for this project.

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Objectives

4)Give projections of the economic spin off from this development.

b)12 years of construction is a boost to the local economy.

c)The jobs generated by the actual stores involved.

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Objectives.

Enlisting the support of many groups will be possible

through the promotion of these themes. This will

eliminate misgivings about the project. In addition it

should bring those groups opposed to development

on board by showing that IKEA has chosen land that

has already been used industrially.

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Marketing Strategy

Primary Target Market:

To retain existing IKEA customers, by wowing them with this large store. Customers can be encouraged to buy more products. This can be achieved by reminding the clients that they are no longer burdened with the shipping costs, because they have their own store.

Promotional campaign

Something to the effect that “Winnipeg IKEA listened to your wants”! “We have built you the largest store in Canada to serve you better”!

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Tactics

Implementation, this can be carried out in 3 primary ways.

A) Local Celebrities can be engaged to promote our coming. This campaign should start in June to build, for the Grand opening.

B) Shoppers could be secretly hired, to get in line 2 days before the doors open, in order to build the anticipation. The opening will coincide with the start of school, so incentives could be offered to post-secondary students to get them interested in the brand.

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Tactics

C) All of these efforts must be promoted through all media channels. It would also be a good idea to have some dedicated bloggers and tweeters starting in May/June. This would be an excellent opportunity to employ University and College students from the Public Relations and Marketing courses.

IKEA would be well advised to employ, an advanced shopping stunt, at another location. This was done successfully by Target in the GTA in advance of their official Canadian debut.

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Measurement

*Google analytics will be able to measure feedback on our blog sites.

*Radio and TV contests can further measure feedback of the response to IKEA launch.

*Response to the advanced shopping stunt orchestrated before the official launch.