IKEA Product Line Development Essay Example | Topics and Well Written Essays - 500 words

IKEA Product Line Development - Essay Example However, the prices are lower compared to those of competitors in the market. IKEA targets young consumers who do not have time to purchase furniture during the usual business hours. Additionally, IKEA recognizes that many of the young people lack the experience of choosing stylish furniture. For this reason, IKEA considers the needs of such consumers. It offers a wide variety of sofas and armchairs of reasonable quality and remarkable designs at low prices (Burt, Johansson, and Thelander 187). Since many of the young consumers do not have experience on how to arrange different rooms in their houses, IKEA ensures that it provides them with a demonstration on how to arrange different furniture in every room of the house. IKEA customers have the opportunity of viewing different furniture combinations so that they can make informed choices of the furniture they want to buy. IKEA carries out a rigorous commercialization strategy. IKEA creates brand awareness through TV advertising, newspaper, and magazine advertising as well as sponsorships. Additionally, IKEA has recognized the opportunity presented by online advertising forums and takes advantage of them. The company has an extensive distribution channel whose primary purpose is to ensure that customers can get their home furnishings at cheaper prices. Over 1,600 suppliers manufacture IKEA sofas and armchairs. The ready products are then transported to hundreds of stores in different parts of the globe.