Marketing Currents - Business and Marketing Current Events

Ikea is trying to cash in on a $180 billion market with a line of gaming furniture


Ikea is entering the gaming-accessories market with a new product line launching later this year.

The Swedish furniture giant said the gaming range includes over 30 products—”gaming desks and chairs, a drawer unit – and accessories – a mug holder, a mouse bungee, a neck pillow, a ring light and many more.”

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Discussion Questions:

  1. What is product positioning?
  2. How is Ikea positioning this new line of products?
  3. What is a target market?
  4. Who do you think might represent Ikea’s target audience for the new product line?
  5. What is product development?
  6. What types of things do you think Ikea had to take into consideration when devleloping this new line of products?
  7. What might Ikea need to consider for a successful launch of the new product line?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.