Pest Analysis on Airasia
Introduction
The aim of this report is to understand the consumer’s behaviour and consumer’s perception on IKEA home office furniture and market strategies in terms of brand awareness, design, price and service. As the consultants of IKEA Company we found from the secondary research that the number of self employed people at home increasing steadily and most of them work at home (Mintel report 2006). The market trend is that people working at home, with technological advances and more businesses try to find more flexible working practices. For this reasons the demand for home office furniture has increased.
Therefore, this research is trying to give some of marketing strategies of home office furniture business for IKEA Company in order to increase their market share in home office furniture market. The primary research investigated which factors are important when consumer purchase home office furniture, and also investigated what are the consumer opinions about the IKEA home office furniture in terms of design, price and service. We used questionnaires to conduct the quantitative research and focus groups for the qualitative research.
RESEARCH OBJECTIVES:
• To understand the consumers behaviour towards IKEA home office furniture.
• To understand the customer perception on IKEA marketing strategies in term of brand image, design, price and services.
• To find out which marketing strategies is the best and the worst in consumer’s mind.
• To improve marketing strategies of IKEA home office furniture.
Methodology:
Qualitative research:
Qualitative research is designed to interpret data, rather than taking it as read, (Holloway, 2002). Normally people use focus group method in qualitative research. Focus group research is ideal for providing access to participants who are traditionally suspicious of research and for surfacing meanings and emotions that might not be articulated elsewhere. One reason for choosing to use the
The aim of this report is to understand the consumer’s behaviour and consumer’s perception on IKEA home office furniture and market strategies in terms of brand awareness, design, price and service. As the consultants of IKEA Company we found from the secondary research that the number of self employed people at home increasing steadily and most of them work at home (Mintel report 2006). The market trend is that people working at home, with technological advances and more businesses try to find more flexible working practices. For this reasons the demand for home office furniture has increased.
Therefore, this research is trying to give some of marketing strategies of home office furniture business for IKEA Company in order to increase their market share in home office furniture market. The primary research investigated which factors are important when consumer purchase home office furniture, and also investigated what are the consumer opinions about the IKEA home office furniture in terms of design, price and service. We used questionnaires to conduct the quantitative research and focus groups for the qualitative research.
RESEARCH OBJECTIVES:
• To understand the consumers behaviour towards IKEA home office furniture.
• To understand the customer perception on IKEA marketing strategies in term of brand image, design, price and services.
• To find out which marketing strategies is the best and the worst in consumer’s mind.
• To improve marketing strategies of IKEA home office furniture.
Methodology:
Qualitative research:
Qualitative research is designed to interpret data, rather than taking it as read, (Holloway, 2002). Normally people use focus group method in qualitative research. Focus group research is ideal for providing access to participants who are traditionally suspicious of research and for surfacing meanings and emotions that might not be articulated elsewhere. One reason for choosing to use the