Understanding Strategic Communication: A Case Study Of IKEA Essay.

A clear demonstration of an understanding of the basic concepts of strategic communication.
The best ideas in the campaign.
The worst ideas in the campaign.
Do you agree or disagree with the central approach of the campaign.
Why do you agree or disagree with the approach employed in ethical or any other terms.
What lessons can you learn from the campaign?
How can the ideas of the campaign be applied in your future work in strategic communication?

Organization Description

Many organizations have found themselves acquainted with the word “strategic communications” for a very long period. The term strategic communication, by definition, is the process of companies having communications efforts infused with strategic planning (IDEA 2017). Strategic planning is associated with the brand promotion, employee engagement, and advocating for the legislative process. Communication is, therefore, a broad term. It can contain issues to do with information dissemination, media interplay study, and other sectors. Strategies in communication are therefore the processes of conveying the most appropriate information, via the most appropriate means, against well structured and considered goals (IDEA 2017).

The dynamism of competitive marketing demands the business entreprises to adopt vibrant marketing strategies. This call for a clear and indepth understanding of the necessary consumer purchasing motives, relevant consumer behavior and consumer needs (Solomon, Russell-Bennett, and Previte, 2012). Among the highlighted factors above, consumer behavior is the most vital factor because it helps the business entreprises to develop a stringent and profound marketing strategies that influences the consumers purchasing power. Considering the  contemporary studies and  analysis on inreractive relationship, commercialization processes and consumer behaviour remain to be the key key attributes and major players in the said relationship. This essay will concentrate on communication, strategies, and plan to analyze the application of Mahoney’s approach in communication processes. There are other attributes that determine the purchasing power of an individual which includes practices, emotions and principles. A close examination of the highlighted co-factors reveal that self estem will affect and consequently influence the individual’s performance. Those with high esteem levels always tend to be more successful in whatever they do compare to them with low self-esteem. On the contrary, appreciation levels tend to change depending on situations and the environment in which purchasing happens. Marketers always concentrate on consumer image since they always think that consumers choose a particular brand because that brand matches their pictures. However, this is not always the issue since self-concept also plays a significant role in consumer decisions (Solomon, Russell-Bennett, and Previte, 2012).

For about 70 years in the Swedish market, IKEA has struggled through the realms of success; establishing itself as one of the large retail shops selling furniture. IKEA is currently more than just a brand because it represents what is recognized in the furniture market as the shopping experience that is unique. The furniture company has more than 345 stores within the country of which registers more than 775 million customers in a financial year. According to research activities performed on IKEA, the “IKEA Concept" strives to design products with the ability to be purchased with as many customers as possible.

Program Goals

With regards to the IKEA case, specific elements of the communication strategy plan can be generated. Also, the key principles or relevant theories helping in analysis can be explored. Those who are responsible for planning, in such cases, can expand their thinking concerning communication strategy. As a result, they can work on particular aspects of cases that would help in strategizing (Mahoney 2017). The purpose of this analysis would, therefore, be to:

1. Demonstrate the basic understanding of issues related to strategic communication
2. Identify the best ideas in the IKEA campaign

• Identify the worst ideas in the IKEA campaign

1. Identify the central approaches of the campaign
2. Discuss the approaches to ethical issues within the campaign
3. Solicit ways in which the IKEA campaign can be applied in future activities regarding strategic communication

The concept of strategic communication analysis takes into consideration, the aspects of soliciting management issues by using the principles of strategic communication planning. The concept covers practices of planning, researching, implementing, and writing communication strategies. Mahoney's approach will, therefore, link IKEA's campaign plan with regards to strategic communication to activities carried out within businesses activities and also how issues are dealt with in organizations (Mahoney 2017). The intended framework, in this case, could validly get used in strategic planning within some areas of specialization including:

1. Corporate communication
2. Investor and financial relations

• Community Relations

1. Government lobbying and relations
2. Internal communication
3. Marketing communication

• Public relations

All aspects of development are initiated through communication processes. While communicating, individuals are expected to air their expectations within the environment. After that, a set of rules gets created (Communication 2017). The communication principles can then be modified to ensure that they suit the organization’s needs. Communication also leads to creativity as in the case of IKEA (BERRIEN 2016). In most strategic instances, communication has become a matter of grave concern to any organization. Without a proper channel for communication, organizations are bound to flop (Communication 2017). In our case, IKEA happens to be having proper channels of distribution that are highly effective. The company has formulated a strategy for communication that coordinates paper catalog and the company's physical outlets. In FY10, the company produced over 198 copies of the catalog. In the same financial year, more than 590million visitors were welcomed into the company (IKEA 2017). The distribution channels of IKEA became very crucial in ensuring the reinforcement of the key message of communication of which related to:

1. The contemporary design of the Scandinavian quality and design
2. Corporate both social sustainability and responsibility

It is such idea regarding the company’s communication strategy that led to the rapid growth of IKEA (IKEA 2017).

The presence of a poor economic climate ensures that the rate of consumer spending is largely influenced.  The resulting impact is retailer insolvency. The Australian market is an example that provides a perfect match for the identified situation. The confidence of the consumers also happens to be eroded due to increasing rates of interests from the looming tax from carbon. The proportions of high street sales are dismal. The truth is that IKEA intends to ensure that its communication strategy together with the promotion advertisement has the ability to lure individuals into visiting its stores. The communication strategy also includes an ad system that ensures that information regarding the design of the furniture is provided (Agatha 2010).

Strategic Communication Plan

4.4 Campaign Approaches

One central issue is the design of the store’s design against the marketing atmosphere. The consumers always give the design of the store less attention. Studies have shown that the clients only consider such aspect when there is a problem which may result from many issues including climate controls. The reason that gives such result is that retail designs have dismal effects IDEA. (2017). However, the effects of such conditions can be experienced in the form of employee's emotions. Even though consumers aren't aware of the impact of the store design, retailers have done a good job by maintaining the behavior and attitude of the customers through the same. The Swedish furniture company, IKEA, uses some atmospherics to ensure that communication and marketing objectives. The retail outlet also considers the fact that the principles of value and quality are the most integral parts of key communication strategy functions IDEA. (2017).

The approaches identified by IKAE are integral as described because:

1. The shop is automated in a way that clients can shop on their own
2. All the items in the showroom can be tested

• Clients can jot down important notes about the products available

Also, during the shopping process, customers are reminded of the quality of IKEA's products via text messages. The entire process of shopping happens to be reinforcing the value process. Furthermore, the items sold by IKEA provide not only a strong competitive advantage but also the efficiency of distribution. 

The individuals associated with the formulation of communication strategies foresee a soaring number of companies using and also owning media. The value is likely to be slightly above the traditional corporate value in print media and websites (present and future 2017). What is likely to be noticed is the launching of new formats of content like native advertising and sponsored content. Those who are responsible for communication within the organizations are likely to be given new targets to reach. However, there are issues like competencies, and the skill set will be required of professionals to drop. Also, the same boundaries between public relations and journalism or between public relations and peer communications will also have to raise concerns concerning ethics and transparency (present and future 2017). There is almost no difference in particular, between traditional media and social media. Social media is the most important form of ensuring communication while traditional media are the pre-existing forms of communication. However, face-to-face communication has been reducing in importance and will have to be of no use in the times to come.

6.0 Conclusion

The strategic communication strategy management analysis, in this case, takes into consideration the main challenges that are faced by retailers. The main study areas include the importance that "place" has in the context of the marketing mix. Other important sections to be covered include channel strategy, issues on the objectives of store design, and lastly, the role that communication when dealing with customers. All the named aspects are recognized with regards to the IKEA which is a leading furniture seller in Sweden (IKEA 2017).

Best Ideas

Strategic planning is associated with the brand promotion, employee engagement, and advocating for the legislative process. Communication is, therefore, a broad term. It can contain issues to do with information dissemination, media interplay study, and other sectors. Strategies in communication are therefore the processes of conveying the most appropriate information, via the most appropriate means, against well structured and considered goals (IDEA 2017). The concept of strategic communication analysis takes into consideration, the aspects of soliciting management issues by using the principles of strategic communication planning. The concept covers practices of planning, researching, implementing, and writing communication strategies. Mahoney's approach will, therefore, link IKEA's campaign plan with regards to strategic communication to activities carried out within businesses activities and also how issues are dealt with in organizations (Mahoney 2017).

Reference

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