Chapter 7: Business Marketing

Disintermediation
IKEA is doing disintermediation. They do not outsource designing their furniture but they hire designers as their employee and design by themselves. By doing this, IKEA is able to cut cost of the design and also increase coherency among their products.

 

Business marketing

IKEA is famous for home furnishing retailers, which means business to consumer marketing. However, they are also doing business marketing and have a website specialized for business marketing. (Here is the website)

In this website, they are suggesting that their products make your restaurants look better and more spacious. (There are videos)

The following picture shows how their products look good in restaurant.

 

Moreover, IKEA is showing that their furniture like bed and sofa are smart choices in hotel room.

 In addition, their products are good to go as office furniture. For example, they are describing how supportive their chair is. Also, they are selling plants by saying that plants make office more fresh and you feel comfortable in your office.