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Ikea

Table of Contents

1.0 Executive Summary ................................................2

1.1 Introduction………………………………………………………………3
2.0 Corporate Strategies ...............................................4
2.1 Corporate Image Strategy .......................................4
2.2 Brand Development Strategy .....................................4
2.3 Brand Positioning Strategy .......................................4
2.4 Distribution Strategy ...........................................5
2.5 Services Strategy .............................................5
2.6 Businesses-to-Business Strategy ....................................6

3.0 Promotion Opportunity Analysis ......................................7
3.1 Communications Analysis ........................................7
3.1.1 Competitive Analysis ......................................7
3.1.2 Opportunity Analysis ......................................8
3.1.3 Target Market Analysis ....................................11
3.1.4 Customer Analysis .......................................11
3.2 Market Segmentation Strategy ....................................12
4.0 IMC Objective Business-to-Business.......................................14
4.1 IMC Methodologies .............................................15
4.1.0 Advertising .............................................15
4.1.1. Advertising Budget ..................................17
4.1.1. Media Selection ..................................19
4.1.2. Creative Brief ......................................20
4.1.3. Advertising Design ..................................21
4.2.0 Business-to-Business Promotions .....................................22
4.2.1 Personal Selling .........................................23
4.2.2 Extranet for Thuraya's service providers in the UAE….23
4.2.3 Training sessions .....................................24
4.2.4 Regional Exhibitions   .......................................25
4.2.5 Incentives for service...