A B2B Marketing Plan for IKEA

the UK market only

Independent Cafes

IKEA has recently eyed the B2B market as an area with potential growth opportunities.  Specifically, they have identified a range of small business industries with potential for growth in sales of a range of their products.

You have been recently recruited as an executive at IKEA tasked with developing B2B Marketing within the company.

Base of your selected segment,(Independent Cafes) you will need to address the requirements of the assignment :

Macro & Micro EnvironmentsPlease do not use PEST for this

, Segmentation, Targeting & Positioning; Product/service & Price and Promotional Plan. Do remember that all  these will change dependent on your selected segment.

• Use 1.5 line spacing,
• Font 11

Thestructure of your Plan should be as follows:

Cover Page

Executive summary

Table of Contents

• Introduction
• Analysis of Macro DriversPlease do not use PEST for this
• Competitive analysisPlease do not use Porters 5 forces model for this analysis. Segmentation analysis
• Product & Pricing
• Promotional Strategy
  • Etc…Use a Sub heading for each promotion activity and your final sub heading should indicate a Tabularised Summary of Promotional Plan

List of References

WHAT we could expect in your A4: In the following order:

• (1.0)Macro Drivers: at least 5-6 key pertinent points with some valid references identified as opportunities or threats(see lecture 7(a) with the Tabular Example of  Taxi industry- I would suggest you use this format in the report)
• (2.0)Competitive Intelligence: Identification of Key competitors with some data, eg: size, market share, growth and perhaps a strategic group map (see lecture 7(a)
• (3.0)Segmentation: Clear segment chosen which will have informed the direction  of the Macro Drivers.  Some information in terms of the size/growth and other information of the segment (+ identification of theoretical form of segmentation- see lecture 7(b)
• (4.0)Products: Identification of some of IKEA products that are pertinent to the segment you have selected, ( INDEPENDENT CAFÉ) including prices and pricing strategy (see lecture 8(a) & 8(b)
• (5.0)Promotions: some effort at selecting pertinent promotional programme (see lectures 9(a), 9(b), 10(a) and (10b).
  • Identification of DMU
  • Types of promotion: Specify trade magazines (1-2 at least) pertinent to chosen segment and some factual costs(no guesswork please: see lecture)
  • Trade show: specific trade show (Name and date in next year) that is aligned with chosen segment. Include some factual costings:  No guess work please!
  • Other selected promotional activities that you feel might be appropriate.
  • Don’t over stretch your promotional efforts: it’s better to program fewer, 5-6 and do them well, rather than a multitude and do them badly.
  • Remember always think about the purpose and objective of each type of promotional activity. And where it sits along the CJM.
  • Try to order/number the promotional activities in terms of purpose: using the AIDA framework
  • Have an attempt at a simple gant chart

• Lastly, please identify various theory(at least one per relevant topic) and data sources(very relevant for macro and completive sections) cited beside the above sections and please include the Full Referencelist at the end.  The reference should be on the second page, and the first part should be no more than one page please, (font 11, single line spacing is fine).
• Lastly, please see the example of previous students plans on TESLA.

HERE IS AN EXAMPLE OF PREVIOUS OUTLINE: TO HAVE AN IDEA HOW IT SHOULD LOOK