First, is by variety-based positioning. TQM will enable IKEA to pursue variety-based strategic positioning because it continuously offers varied unique products and services by applying the distinct set of activities and standards (Mascarenhas, 2011).
Needs-based positioning: This is a strategy aimed at a segment of customers with different needs to be served with the unique set of activities. Adoption of TQM can facilitate an easy meeting of needs of the target customers since it is tailored with various uniquely set activities. This can further ease the backlog of work for IKEA in providing home furnishing products to meet the needs of price-conscious buyers (Rowe, 2008). This is because the buyers can pick and carry the products home as well as do the assembling for the benefit of cheapness.
Accessed-based positioning which focuses on the customers with limited access to the services/ products. This is based on the geographical location and scalability of the customers so that they can easily be reached in the best way possible. IKEA’s unique set of activities are its low-cost products, car packs, baby care and many more. Hence the adoption of TQM can create for it a flexible and conducive environment for innovative developments in product differentiation (Rowe, 2008). . Rationale for Adopting Total Quality Management in IKEA.
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