Pest Research on Airasia

 Essay regarding Pest Analysis on Airasia


The essence this report is to understand the consumer's behavior and consumer's perception about IKEA office at home furniture and market tactics in terms of manufacturer awareness, design, price and service. Because the consultants of IKEA Company we all found in the secondary exploration that the volume of self employed people at home raising steadily and most of them home based (Mintel report 2006). The industry trend is that people work from home, with scientific advances and more businesses try to find more flexible working practices. Just for this reasons the need for home business furniture has increased. Therefore , this research is trying to provide some of marketing plans of office at home furniture organization for IKEA Company to be able to increase their market share in office at home furniture industry. The primary analysis investigated which will factors are important when buyer purchase office at home furniture, and also investigated what are the consumer opinions about the IKEA office at home furniture regarding design, value and assistance. We utilized questionnaires to conduct the quantitative analysis and concentrate groups for the qualitative research.


•To understand the customers behaviour to IKEA home office furniture. •To understand the buyer perception on IKEA sales strategies in term of brand picture, design, cost and services. •To identify which marketing strategies is the best as well as the worst in consumer's brain. •To improve marketing strategies of IKEA home office furniture.


Qualitative study:

Qualitative research is designed to translate data, rather than taking that as examine, (Holloway, 2002). Normally persons use target group approach in qualitative research. Focus group research is ideal for featuring access to individuals who happen to be traditionally suspicious of research and then for surfacing connotations and thoughts that might not be articulated elsewhere. 1 reason for choosing to use the focus group method is because it provides you with facts from variety of different noises on the same subject matter. Focus groupings create options in which various perceptions, judgements and experiences on a particular topic may surface. Lind (1995).

Moreover, one more benefit of emphasis group is their online nature. The moment participants hear about the experiences of other users of the group, they can be motivated to expand on and refine their particular ideas and perceptions with the topic. Each person's remarks, therefore , motivate further Reponses from other individuals. Their comments do the pursuing:

•Stimulate thoughts in other participants

•Cause various other respondents to look at things in a different way.

•Stimulate higher depth of discussion.

•Remind individuals of items they may have got forgotten.

•Help other individuals to better explain in words their view (Davis 97: 200)

Furthermore, focus groups allow you to accumulate a large amount of info in a fairly short space of time. They are faster and cheaper to conduct than specific interviews together with the same range of participants. By simply bringing together among six and ten persons for a particular period, you benefit from a range of information which can be transcribed and analysed more quickly than if you were conducting a number of one-to-one interviews. These kinds of advantages apply equally to online group research. They likewise have the potential for more rapidly analysis mainly because group discussions can be quickly recorded right into a file and printed away, producing an instant transcript, or loaded into a content analysis program.

People who employ this form of research tend to give attention to the collection and interpretation of words instead of numbers, as well as the researcher becomes personally engaged with the people being analyzed, rather than becoming deliberately remote from their informants. The aim of this kind of...

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