Please note that successful completion of this assignment is required of students attempting to earn the University of Roehampton credential.
Course Learning Outcomes (Current – Level 6)
PAPER FORMAT: (suggested structure)
Examples showing Marketing Mix change requirement and analysis:
IKEA Product Strategy:IKEA’s product strategy requires product size modifications for mattresses to meet specific country requirements: For example, in the U.S. the mattress sizes or King, Queen, Double, Twin and stated in empirical format; vs. European sizes are statedin standard metric sizes. European and U.S. mattress sizes are different requiring different sized mattress sheets, too.
IKEA also has created their Real Life series. The brand has made a room for families based on the Simpsons, a room for mates based on the living room in Monica’s apartment in Friends, and a room for everyone based on Joyce’s living room in Stranger Things.
IKEA website review – Retrieved from http://www.Ikea.com
Fast Company online. (08 Aug 2018). ‘How IKEA quietly tweaks its design around the world,’ Retrieved from https://www.fastcompany.com/90215773/how-ikea-quietly-tweaks-its-design-around-the-world
Scott, E. (2019, May). ‘Ikea recreates iconic living rooms from TV shows (and you can buy all the products to do the same)’. Retrieved from https://metro.co.uk/2019/05/31/ikea-recreates-iconic-living-rooms-tv-shows-can-buy-products-9753269/
IKEA Process / People Strategy – IKEA’s China staff now allow consumers to sleep on beds or sofas as this is considered normal in their culture versus this is absolutely not something that would be tolerated in Germany or IKEA’s headquarter location. Changing thi strategy also means a change to their process strategy as bedding sheets must be changed each night to ensure cleanliness. Often small children sleep on the beds and have ‘accidents’. IKEA has changed to meet the consumer needs vs pushing people off the beds.
Webb, N. (Dec. 6, 2017). ‘Why Sleeping in Ikea is Perfectly Acceptable in China.’ Retrieved from https://www.huffpost.com/entry/why-sleeping-in-ikea-is-p_b_9677464?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAMvupvaudDo1r0wHVwUrgPeJBne7Ua85buGc-LbfRwXkGXlM43pnowtClOEbo7-1Sq1ihfmOrVVW6h6vydxeMjiS5fBeKh9eYasHfesCpyqgt8kuaPIxvsOmJ3bC4ME68Cs0IEF748i6VkLswoWKX95dPX-PMau–lnLUdKbdfjF
IKEA Promotion – consistent strategies with minimal adaptations are used around the world as indicated by how the company promotes itself on their headquarter and local websites. The company uses a variety of ethnic races in their photography as well as focuses more on the highlighting the physical product versus specific people. Backgrounds are generic which allows for ease of use on local websites.
IKEA also effectively applies product placement marketing technique in moies such as Fight Club, 500 Days of Summer and TV programs such as 30 Rock, Blind Date, Being Human (UK).
IKEA website review – Retrieved from http://www.Ikea.com
Dudovskiy, J. (2019, November). Research Methodology. IKEA Marketing Strategy: a brief overview. Retrieved from https://research-methodology.net/ikea-marketing-strategy/
Chick-fil-A People Strategy and Political Environmental Challenge: According to the CMO, one-third of millennial consumers purchase products based on the brand’s social and environmental impact (Slavin, 2018)…… Chick-fil-A ranks first among all quick-service restaurants in customer satisfaction and is known worldwide for their friendly customer service (Barrabi, 2018). When expanding into the German market, the brand has to continue to stand out in the service sector and overcome obstacles such as culture, language, different operating systems, accounting methods, and environment policies. The main obstacle for corporate may be the political and social environment in Germany. The brand, CEO, and employees must consider a more liberal approach, in particular same-sex marriage and religion, when expanding into international markets such as Germany (Garfield, 2018).
Barrabi, T. (2018, July 05). Chick-fil-A ranked top fast-food restaurant in customer satisfaction. Retrieved from https://www.foxbusiness.com/markets/chick-fil-a-ranked-top-fast-food-restaurant-in-customer-satisfaction
Garfield, L. (2018, July 27). Pro-LGBTQ-rights consumers vow to boycott Chick-fil-A after it announces it’s opening in Toronto – here’s why the fast-food chain is so controversial. Retrieved fromhttps://www.businessinsider.de/chick-fil-a-lgbt-twitter-jack-dorsey-apology-marriage-equality-201806?r=US&IR=T
Slavin, A. (2018, February 6). 12 ‘Millennial-Minded’ Trends for 2018. Retrieved from https://www.cmo.com/opinion/articles/2018/1/17/18-millennialminded-trends-for-2018-.html#gs.ofTvCGE
HansimGlück 4Ps Strategy
The goal is consistency….
Our products, prices, places and promotion will mirror to that of Germany and Austria.
Our product is gourmet burgers, healthy ingredients and a beautiful presentation.Utilizing ourexisting logistic channels, we will be able to carry over our current items of Belgian bread andmeat from Germany. The restaurant will continue to feature vegan and vegetarian dishes. Also,the restaurant will feature a bar, with over 20 specialized drinks and brews.
With our product, it will be catered towards a mid-class pricing level, on average 12€. To
differentiate ourselves from the competition, we will provide a full menu price consisting of fries(or other side) and drink. Rest of the menu will mirror our home-based market. Our prices will beon par with our gourmet competitors.
Our chosen location, will be that of the old town area of La Lonja. This area is locatedwithinwalking distance of public transportation options, allowing for ease of access and ease of locationfor our customer. A view of the harbour, will be on one-side of the restaurant and the view of thecity on the other. The area will allow for other activities, such as shopping and local historicalsites.
Our primary focus has been social media and word of mouth (Hans im Glück, 2017). Though, toinfluence a higher demand, we will provide menus to hotels, so that concierge may recommendour restaurant. Due to the small size of Palma, and the large German tourist population, we willcontinue this same plan. Our customer service members within Germany and Austria will provideinformation to our customers on the new location during their visits, as well as the social mediasites of Instagram, Facebook, Pinterest. Simple signage and callouts will be placed throughout thefranchises, to show the new expansion.