lOMoARcPSD|50734573 Full name: Le Thi Phuong Thao Class: CA10E Student ID: CA10-162 SOURCE EVALUATION I. Introduction
Marketing plays a crucial role in connecting businesses with consumers, and the 4Ps
Marketing Mix Strategy Model (Product, Price, Promotion, Place) has become one of the most
widely used frameworks to shape marketing decisions. Inter IKEA Systems B.V., a leading global
furniture retailer, has effectively utilized the 4Ps Marketing Mix model to establish its marketing
strategy. The company offered 12,000 products, including nearly 2,000 new items each year. IKEA
employed a cost leadership strategy without compromising quality, leveraging smart design,
economies of scale, flat packaging, and long-term relationships with suppliers. With 433 stores in
50 countries, located primarily in well-equipped suburban areas, IKEA maintained a robust supply
chain comprising 1,800 suppliers and 42 trading offices worldwide. Additionally, IKEA utilized
both traditional and digital marketing channels—such as catalogs, television advertising,
newspapers, social media, and sponsorships—to reinforce its brand image as a stylish and
affordable choice. In the article titled "The Marketing Position and Strategy of IKEA in China
under New Retail Background," by Tan (2023), the author explored how IKEA had utilized the
4Ps strategy to integrate online, offline, and logistics channels in response to the new retail model
in China. This report shall evaluate the strengths and weaknesses of that ar5cle. II. Summary I.1 Definitions Marketing
Bartels (1951) describes marketing as a domain of study that examines the factors and
regulations influencing the distribution of goods and services. It serves as an established function
aimed at supplying consumers with products for their utilization.
Marketing, as defined by the American Marketing Association (AMA, 2013), involves a set
of activities, institutions, and processes focused on developing, conveying, delivering, and
exchanging products or services that generate value for consumers, clients, partners, and society at large. lOMoARcPSD|50734573 Full name: Le Thi Phuong Thao Class: CA10E Student ID: CA10-162
Marketing mix strategy
A marketing mix strategy consists of various controllable tools that businesses utilize to
achieve the desired outcomes within their target markets. These tools are commonly known as the
4Ps of marketing: Product, Price, Promotion, and Place (Riaz,2011).
According to Palmer (2004), the marketing mix strategy is not a scientific theory but rather
a conceptual framework that highlights the key decisions managers make to align their offerings
with consumer needs. These tools can support the development of both long-term strategies and short-term tactical plans. I.2 Summary
In the article named “The Marketing Position and Strategy of IKEA in China under New
Retail Background” by Tan (2023), the author discussed IKEA’s marketing strategies using the
STP model and the 4Ps marketing mix, recommending enhancements in product offerings and
innovative promotional tactics to better align with local preferences. To improve its product
offerings, IKEA focused on local customization that reflected Chinese aesthetics and functionality,
incorporated sustainable materials, and developed solutions for smaller living spaces. Regarding
pricing, implementing tiered strategies attracted affluent consumers while maintaining
affordability. In terms of promotion, IKEA leveraged social media platforms like WeChat and
Douyin for targeted advertising and organized engaging in-store events tied to local culture.
Finally, enhancing online shopping experiences with better logistics and exploring popup stores in
urban areas boosted brand visibility. Overall, these recommendations aimed to align IKEA's
offerings more closely with Chinese consumer preferences, thereby enhancing brand loyalty and increasing market share. III. Evaluating source 3.1. Currency
The article was presented at a conference on 26 February 2023, ensuring that the information
is relevant to the current economic and social context. Additionally, it was published on 13
September 2023, providing very up-to-date insights that accurately reflect the latest trends in
marketing and retail in China. This recent publication date guarantees that the strategies and lOMoARcPSD|50734573 Full name: Le Thi Phuong Thao Class: CA10E Student ID: CA10-162
challenges discussed, particularly in the context of IKEA and new retail models, are aligned with
the contemporary market landscape. 3.2. Relevance
The need for my evaluation focuses on the 4Ps Marketing Mix Strategy Model of IKEA,
particularly how it relates to the theme of "Marketing and People." The paper provides relevant
insights into IKEA's marketing strategies through the 4Ps framework, especially in the context of
the Chinese market. While it offers valuable information on product and promotional strategies, its
relevance is somewhat limited due to a lack of emphasis on the "People" aspect of marketing. A
more integrated approach that incorporates human resource strategies and employee-customer
interactions would significantly enhance the applicability of these findings to the topic of
"Marketing and People." This would provide a more comprehensive view of the drivers behind IKEA's marketing efforts.
The target audience of this article is researchers, students majoring in marketing, business
administration, or those interested in the retail sector and development strategies of multinational companies. 3.3.Authority
Jingwen Tan is a lecturer in the Department of Management and Finance at the University of
Toronto Scarborough, a well-respected institution. The author is a lecturer in the Department of
Management and Finance, University of Toronto Scarborough (Tan, 2023). A Google search did
not yield any further information on the author Jingwen Tan related to academic publications,
marketing expertise, or authority in the field.
The paper was presented at the 2nd International Conference on Business and Policy Studies
(CONF-BPS, 2023), an event that included high-profile workshops chaired by professors from
prestigious universities like King's College London, Cardiff Business School, and UNSW Business
School. The conference and the series (Advances in Economics, Management and Political
Sciences - AEMPS) are internationally recognized and peer-reviewed, which boosts the credibility of the source.
The lack of publicly available information about the author Jingwen Tan raises concerns
regarding their credibility and authority in analyzing IKEA's marketing strategies, particularly in lOMoARcPSD|50734573 Full name: Le Thi Phuong Thao Class: CA10E Student ID: CA10-162
relation to the 4Ps model and the Marketing and People themes. Although according to Tan (2023)
assumes that Jingwen Tan holds a lecturer position in the Department of Management and Finance
at the University of Toronto Scarborough, this may limit their relevance to the field of marketing
and topics such as Marketing and People. The author’s expertise primarily focuses on management
and finance, which may mean they lack the necessary knowledge about consumer behavior and
marketing strategies. While the author has had the opportunity to participate in prestigious
workshops chaired by professors from renowned universities, this does not necessarily guarantee
recognition in the field of marketing. Therefore, although their position at a reputable university
provides a certain level of credibility, the lack of information regarding their expertise in marketing
may diminish the value of their contributions in this area. 3.4 Content
The main purpose of this research is to analyze IKEA's marketing strategy in China in the
context of the New Retail Era, and to provide suggestions and improvements to this strategy in the
future. The study focuses on introducing and analyzing IKEA's marketing strategies through
famous marketing models such as STP (Segmentation, Targeting, Positioning) and 4Ps (Product,
Price, Promotion, Place). Therefore, the study successfully aligns its format and structure with its
purpose of analyzing IKEA’s marketing strategy in China during the New Retail Era and offering
recommendations for improvement. It likely begins with an introduction that contextualizes the
New Retail Era and highlights IKEA's significance in the Chinese market. The main body employs
established marketing models, such as STP and the 4Ps, to systematically and logically examine
IKEA’s strategies, backed by real data. It addresses challenges like slow sales and competition,
presenting a balanced analysis of strengths and weaknesses. The research concludes with
actionable recommendations, maintaining a focus on professional marketing insights rather than
entertainment. This structured approach—starting with theoretical foundations, moving into
practical analysis, and concluding with suggestions—ensures that the article fulfills its goal of
delivering a comprehensive and objective assessment of IKEA's marketing strategy in the Chinese
market. In terms of perspective, the study appears objective and impartial. The author refrains from
expressing personal emotions or subjective opinions, instead emphasizing analysis grounded in
actual data and established marketing theories. There are no indications of political, religious,
institutional, or personal biases. This suggests that the article is crafted to provide professional lOMoARcPSD|50734573 Full name: Le Thi Phuong Thao Class: CA10E Student ID: CA10-162
knowledge while remaining unaffected by external influences, thereby enhancing its
persuasiveness and reliability.
The references in this study consist of 10 sources, primarily master's theses from prestigious
universities in China and articles published in reputable academic journals such as the "Journal of
Harbin University of Commerce" and "Business Economics Research." These sources ensure a
high level of reliability as they have undergone a peer-review process, confirming their accuracy
and scholarly merit. Most of the references in the research were published from 2020 to 2021,
ensuring that they are up-to-date in the new context of retail and marketing strategy. This is
important because the business and technology landscape is changing rapidly, and these sources
are likely to more accurately reflect recent trends.
The references are all closely related to the main topics in the article, such as the STP model,
IKEA's 4P strategy, and the transformation of the retail industry in the context of the pandemic and
the new context. Source from CNKI (China National Knowledge Infrastructure) is a large and
reputable academic database in China. The theses and articles posted here often undergo a thorough
review process, so they can be considered reliable. Sources such as Zhang Weiwei and Wang Di's
master's theses stored at CNKI are all highly reviewed.
The language and expression in the article are clear and professional, and no information in
the study seems contradictory or inconsistent. For example, "The 'S' in the STP model refers to
market segmentation; the 'T' refers to target market; and the 'P' refers to positioning." This is a clear
definition that is not only meaningful to professionals in the marketing field but also makes it easier for readers to understand.
The article's layout is well-organized, presenting a logical flow from market segmentation to
product strategy, pricing, and distribution, which enhances the understanding of IKEA's marketing
strategies. Each section effectively addresses specific elements of the analysis, such as the strategic
division of markets into large and small cities, along with the implementation of both
undifferentiated marketing strategies for basic products like simple furniture and differentiated
marketing strategies for specialized items. However, there are opportunities for improvement,
including enhancing transitions between sections to create a smoother flow and incorporating
visual aids, such as charts or graphs, to reinforce the discussed data. Additionally, a concluding lOMoARcPSD|50734573 Full name: Le Thi Phuong Thao Class: CA10E Student ID: CA10-162
summary would help highlight the key findings and implications of the analysis. Overall, while
the structure is strong, these adjustments could enhance clarity and understanding for readers.
Therefore, the accuracy of the article is high because it is supported by credible and recent
sources as well as clear language and logical consistency throughout. The reliance on peerreviewed
academic papers and sources from CNKI also enhances the trustworthiness of the data presented.
The article's detailed and up-to-date analysis of IKEA's marketing strategy in the context of new
retail trends further improves its overall accuracy. IV. Conclusion
In conclusion, this article serves as a valuable resource for analyzing IKEA’s marketing
strategy under the new retail model in China, particularly through the 4Ps strategy. However, it has
some limitations due to the lack of emphasis on the "People" aspect and the author's limited
marketing expertise. Adding deeper insights into human resource strategies and more visual data
would enhance the comprehensiveness and practical value of the research. (1846 words) lOMoARcPSD|50734573 Full name: Le Thi Phuong Thao Class: CA10E Student ID: CA10-162 References
Bartels, R. (1951). Can marketing be a science? Journal of Marketing,15(3), 319-328.
Palmer, A. (2004). Introduction to Marketing - Theory and Practice, UK: Oxford University Press.
Riaz, W. (2011). Marketing mix, not branding. Asian Journal of Business and Management
Sciences, 1(11), 43-52.
Tan, J. (2023). The marketing position and strategy of IKEA in China under new retail
backgrounds. Advances in Economics, Management and Political Sciences, 9, 258-263.