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Marketing Mix of IKEA. Understanding 4Ps of Marketing Mix of IKEA. A Swedish-founded multinational group, Ikea is the world's largest furniture retailer that designs and sells ready-to-assemble furniture, kitchen appliances and home accessories. With a presence in over 49 countries, IKEA has a total of 415+ stores from where customers can buy their favorite piece of furniture. The IKEA group is an International Marketing business, which sells furniture and accessories in Europe, North America, Asia and Australia. IKEA's main business relates to its retail stores. Many of these stores are in out-of-town locations and do not benefit from the footfall of primary and secondary locations. The stores themselves are very large. Marketing Strategy of IKEA analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on IKEA marketing mix, help the brand succeed in the market. 1. Focusing on product and price elements of the marketing mix. Specifically, IKEA attempts to offer the greatest range of products for the lowest cost. Economies of scale play an instrumental role in achieving competitive prices. The Swedish furniture chain offers mixed-and-matchedproducts accommodating unique style and needs of each customer. Tactic No. 1: A Creative, Consistent Brand Theme. Imagine a world in which IKEA's American stores are draped in red, white and blue. They just serve hot dogs and hamburgers in the cafeteria, and every forgettable furniture name fades into all the others. Ho-hum. Don't blend in. Segmentation refers to dividing population into groups on the basis of their common traits and characteristics. Targeting involves choosing specific groups identified as a result of segmentation as consumers for the brand. Positioning implies the selection of the marketing mix the most attractive to the target customer segment. According to Interbrand, IKEA is the most valuable furniture retailer brand in the world, valued at nearly $US 12.8 billion in 2012. The business operates 332 stores in 38 countries and is present in the major world markets. More than 600 million customers visit IKEA stores every year. Below are the Strengths in the SWOT Analysis of IKEA : 1. IKEA is one of the world's leading furniture retailer 2. IKEA has approximately 200,000 employees across the world 3. It is present in almost 50 countries with more than 400 Ikea stores 4. IKEA is known for its easy and ready to assemble furniture across the world. D'un autre point de vue, on peut aussi dire qu'Ikea applique une stratégie de différenciation qui consiste à avoir des produits différents pour chaque segment. En effet Ikea a développé quatre grands styles qui offrent au client la même fonctionnalité, mais avec un esthétique différent, du plus classique au plus contemporain IKEA mainly divided into geographical segmentation of the European market and the Asian market. 3.1.1. TARGET MA