Assignment 2: A B2B Marketing Plan for IKEA
Type of Assignment: Report
Word Count: 2000 words (excluding executive summary, list of references and
appendices)
Weighting: 50%
Introduction
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.
As part of your brief, you are required to visit the IKEA store in Greenwich to
examine the range of products they offer for specific small business types.
From this, you will select a specific business area for which you will develop a
B2B Marketing plan.
Your Task Focusing on the UK market only, your outline brief for this task is as follows:
There are 2 key parts to this assessment as follows:
1. Formative Feedback (10%)
You must prepare for a provisional meeting with your manager
(seminar tutor) to debrief him/her/the of your progress with your
IKEA B2B Marketing Plan. (outlined in #2 below).
Your de-brief will last no more than 10 minutes and within this time
you will have the opportunity to seek further guidance at this
meeting (Formative feedback).
For this meeting, your manager will expect a clear structure and
summarised content on 1 printed A4 page 3
. You may also
present other information if you have time so long as it is in hard
copy.
If you have your Marketing Plan at an advanced draft stage, we
are happy to have a cursory look at it to check for general content,
structure and possible glaring areas for improvement within the
allocated time. However, please note that we will only do this if it is
printed out in hard copy. We will not have time to read whole
drafts.
Your meeting will be on either March 31st or April 7th : (Please see
Announcements on Blackboard regarding this)
You should include this A4 Sheet as Appendix 1 to your final
submission. Please note, this is not the same as your executive
summary
2.Prepare a marketing plan to cover the following areas:
a) Identify the key macro drivers affecting the B2B sector in your
selected sector. Please do not use PEST for this. (10%) (250
words)
b) Analyse the core existing and emerging competitors in your
selected sector using 4-5 years statistics to identify key trends in
the industry coupled with the various strengths and weaknesses of
the competitors. Please do not use Porters 5 forces model for this
analysis. (20%) (500 words)
c) Based on your research, identify and justify your key B2B segment
to target for IKEA. (10%) (250 words)
d) Identify your product & pricing strategy for your selected segment.
(10%) (250 words)
e) Develop a promotional/communication strategy aimed at
increasing awareness, developing leads and driving B2B sales for
your chosen segment for IKEA. Include an array of justified
promotional tools to reach your target B2B segment. (Please be
sure to include academic justification of your chosen promotional
methods).You should also include some costings and these should
be based on your research taking due care to reference the
sources of your costings. In addition, you should align your
selected promotional tool with the AIDA framework and identify
which element of the DMU it will target. Finally, you should include
a detailed Gant chart which summarises your promotional plan
which should be for one full year, starting from July 2020 (30%)
(750 words)
f) To assist your busy manager, you should include a clear succinct
executive summary in your Marketing Plan.
