B2B Marketing

Focusing on the UK market only, your outline brief for this task is as follows:
1. Identify the key macro drivers affecting the B2B sector in the office furniture
industry. You may summarise the key PEST issues in a short table using
short bullet points (including references), but please summarise your key
points in a narrative. (10%) (250 words)
2. Carry out a competitor intelligence analysis, assessing the Office Furniture
competition in the B2B sector. You are not obliged to use the Porters 5
forces paradigm in your analysis. (20%) (500 words)
3. Based on your research, identify and justify key segments as potential
targets in the B2B market for IKEA. (10%) (250 words)
4. Develop your marketing mix for 1 segment that you have selected:
a.Identify your product & pricing strategy for your selected segment. (10%)
(250 words)
b.Develop a promotional/communication strategy aimed at increasing
awareness, developing leads and driving B2B sales for your chosen
segment for IKEA. (30%) (750 words)
To assist your busy manager, you should include a clear succinct executive
summary in your Marketing Plan.