IKEA, as a multinational furnishing retailer, has more than 380 stores worldwide, it is important to standardize, synchronize and streamline the business activities in all the outlets in order to make the whole business operation well-organized and well-controlled. Therefore, enterprise system, an enterprise-wide large scale software application package (Kapoor, 2010) which includes Customer Relationship Management system (CRM) and Knowledge Management System (KMS) is proposed to IKEA. An enterprise
“THE ONE” STRATEGIC MARKETING REPORT SABIR AHMED SALEEM HEAD OF MARKTING Content Executive Summary Page 3 Role of Strategic Marketing Page 4 Strategic Marketing Process Page 5 - 6 Strategic Marketing link to Corporate Strategy Page 7 Strategic Marketing Models Page 8 - 10 Marketing Strategy Options Page 11 - 14 Relationship Marketing Page 15 – 16 Why Relationship Marketing? What Merit from Relationship Marketing? Impact of changes