IKEA is opening a new 350,000 square foot store in Winnipeg on land purchased from CN rail. The store will be located at the intersection of Grant Avenue, Kenaston Boulevard, and Sterling Lyon Parkway. IKEA first came to Canada in 1976 and has been recognized as a top employer. The new store will create jobs and act as an economic boost for the local economy over its 12-year construction period.

1. IKEA Winnipeg.
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2. The Future Site of IKEA Winnipeg.
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3. Background.
* December 16 2010 new store announced.
*It will be built on land purchased from CN
rail.
*It will be situated at the axis of the
Grant,Kenaston ,and Sterling Lyon
Parkway.
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4. continued
- IKEA came to Canada in 1976.
-Awards IKEA
- In the 100 Best Companies for Working
Mothers in 2004 and 2005 by Working
Mothers magazine.
-IKEA Canada, one of the top 100 Employers"
in a Maclean's article.
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5. SWOT: Situation Analysis
Strengths Weaknesses
-350,000-square-foot store will be -Howwill people perceive
the anchor tenant. another big box store?
- Largest development the city in 25
years. -Tax payers may be upset by
spending tax dollars to
improve the infrastructure?
-Built on former industrial land .
- Police may need to direct traffic
-Project will take 12 years to fully for up to 1 month post grand
complete. opening.
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6. SWOT continued.
Opportunities Threats
-Job’s, for people in Winnipeg. -Local companies, in Winnipeg,
that sells furniture.
-Ikea is using reclaimed
industrial land. -Winnipeg plans bus routes
direct to IKEA .
-Manitoba’s ,can buy directly
from the store, instead of -Tweaks, to the traffic signals to
online. synchronize, traffic flow.
- The site will see an additional -With the extra buses and drivers
695,000 square feet of retail etc. Will this cost us more tax
and office space by 2018. money?
-Noise pollution.
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7. Objectives
To expand support, for our move into the
Winnipeg/Manitoba market. This can be achieved in
several ways:
1)Extol the virtues of long term stable employment.
2)IKEA will pay a large part of the infrastructure
improvement at the location.
3)Highlight that this was already zoned industrial, so as to
assure people that no new farm land is being used for this
project.
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8. Objectives
4)Give projections of the economic spin off from this
development.
b)12 years of construction is a boost to the local economy.
c)The jobs generated by the actual stores involved.
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9. Objectives.
Enlisting the support of many groups will be possible
through the promotion of these themes. This will
eliminate misgivings about the project. In addition it
should bring those groups opposed to development
on board by showing that IKEA has chosen land that
has already been used industrially.
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10. Marketing Strategy
Primary Target Market:
To retain existing IKEA customers, by wowing them with
this large store. Customers can be encouraged to buy
more products. This can be achieved by reminding the
clients that they are no longer burdened with the
shipping costs, because they have their own store.
Promotional campaign
Something to the effect that “Winnipeg IKEA listened to
your wants”! “We have built you the largest store in
Canada to serve you better”!
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11. Tactics
Implementation, this can be carried out in 3 primary ways.
A) Local Celebrities can be engaged to promote our coming.
This campaign should start in June to build, for the Grand
opening.
B) Shoppers could be secretly hired, to get in line 2 days before
the doors open, in order to build the anticipation. The
opening will coincide with the start of school, so incentives
could be offered to post-secondary students to get them
interested in the brand.
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12. Tactics
C) All of these efforts must be promoted through all media
channels. It would also be a good idea to have some dedicated
bloggers and tweeters starting in May/June. This would be an
excellent opportunity to employ University and College
students from the Public Relations and Marketing courses.
IKEA would be well advised to employ, an advanced shopping
stunt, at another location. This was done successfully by
Target in the GTA in advance of their official Canadian
debut.
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13. Measurement
*Google analytics will be able to measure feedback
on our blog sites.
*Radio and TV contests can further measure
feedback of the response to IKEA launch.
*Response to the advanced shopping stunt
orchestrated before the official launch.
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