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Essay / Research Paper Abstract
This 8 page paper looks at marketing issues that would be important to Ikea if they were looking at entering the market in Egypt. The first part of the paper looks at the concepts of segmentation and positioning and how they are useful to the Ikea marketing manager. The second part of the paper proposes a research project that can be used to help determine the marketing campaign. The bibliography cites 2 sources.
Page Count:
8 pages (~225 words per page)
File: TS14_TEikeasgy.rtf
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Unformatted sample text from the term paper:
design a marketing approach for the new market. The first consideration is the concept of segmenting the market. Segmenting is the division
of the consumer base, or potential consumer base into categories where there are similar characteristics. There are a number of ways a market can be segmented. Traditional methods of segmentation
may included demographics dividing the market by characteristics such as age, gender or ethic background (Hooley et al, 2003). Other psychical attributes may be used, such as geographical location
or even characteristics such as weight, hair colour or even those with poor eyesight (Hooley et al, 2003). The use of
these segments has been seen over many years. However, it has been argued that segmentation along these lines is too general. The use of socioeconomics may also be used as
a segmentation strategy, looking at occupation, income and education. More recent development also include the use of consumer life cycle stages, looking at factors such as marital status and position
of children if any. ACORN; A Classification of Residential Neighbourhoods may be seen as bring many of these more objective measure together (Hooley et al, 2003). These are all objective
measures, but the use of more subjective measures are also seen in some segmentation strategies, which may include personality inventories, which can include personal values, such as those who value
fair trade products, and even lifestyle inventories may be used to categorize consumers into groups with common traits. Segmenting is of
both direct and indirect benefit Ikea. By placing consumers into various groupings dependant on characteristics they can be targeted with the relevant materials and drivers to help motivate a purchase,
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