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This report was requested by the recruitment manager at IKEA as part of an application for a place on the graduate marketing management trainee scheme
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| Submitted: Tue Jun 20 2006
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TERMS OF REFERENCE This report was requested by the recruitment manager at IKEA as part of an application for a place on the graduate marketing management trainee scheme. The deadline for this report was 21 February 2005. It provides a response to three questions based on a case study. Supporting evidence from a variety of databases and web based sources has been used. BACKGROUND INFORMATION IKEA is a Swedish mass market producer of home furnishings, and was founded in 1943 by Ingvar Kamprad. IKEA has grown considerably since then and is now the leading global brand in the home furnishings sector with more than 190 stores worldwide. Their product range and strategy transcends national boundaries and maintains success in over 45 countries. MAIN BODY OF REPORT 1.0 Marketing Mix The marketing mix is used by IKEA as a tool to assist in the implementation of its market positioning statement "Your partner in better living. We...
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