深圳招聘

PURPOSE OF THE JOB:

I am the eyes and ears of IKEA in my country. I keep up-to-date on social, economic and demographic trends as well as the retail and home furnishing market in my country, both nationally and locally. I analyse this information and identify the likely impact any change will have on our consumer profile and consumers' life at home. I use this information together with the knowledge we have on our customers' profile to consider how this may impact on our business and business potential. My goal is to provide key decision-makers with information which helps them make informed, strategic decisions based on sound knowledge of our market now and in the future.



ASSIGNMENT:

Consumers/Customers

· I understand our global commercial priorities, goals and the communication direction. I use my knowledge of this to map and collect information which contributes to a better understanding of the market and of IKEA objectives. I provide key decision-makers with the relevant information to set the country business plan.

· I analyse the market and consumer shopping behaviours. I combine this with the information we have about our customers and their shopping behaviours in order to understand our market share and identify potential growth areas.

· I provide a complete picture of our market and market expectations to our communications and marketing team, so they can develop an effective marketing strategy.

· I analyse ongoing performance throughout the year against the business plan objectives. I give feedback to relevant decision-makers so that they can adjust their plans to achieve our objectives.

· I support the stores by providing them with information about their Primary Market Areas (PMA), local development potential and consumer behaviour based on local demographics.

· I gather data about the PMAs of planned new stores and provide the necessary information to organise successful store openings. I inform relevant decision-makers of the likely impact any new openings may have on our existing business.


Commercial

I optimise the impact of our global and national market knowledge in order to build long-term sales growth and profitability, thereby gaining a greater share of the home furnishings market. I do this by:

· identifying and monitoring the retail activities of our key competitors (direct and indirect).

· keeping informed about the home furnishings market, from producers to retailers, in order to anticipate the strategies and tactics of our competitors.

· following the activities and shopping behaviours of mainstream consumers, and our key trend setters, and understanding how they could influence consumer behaviour in the future.

· co-ordinating Brand Capital surveys and other research data:

o identifying and understanding different segments of the consumer market.

o analysing the information and providing results/recommendations.

· working in close co-operation with the Market Database Analyst to use customer and market information to identify business potential, aligned to different consumer needs.

· monitoring a wide range of online conversations related to people's life at home in order to gain a greater insight into their perception of IKEA in our market.

· analysing the return on investment of communication initiatives to ensure we receive value for money, as well as the achievement of our stated quantitative and qualitative objectives.

· understanding brand measurements and being the expert on IKEA research tools in my country.


People

· I identify and select key external providers of research material who can work effectively with us. I do this through my understanding of the IKEA Concept and our values.

· I work with internal and identified external partners to develop simple, effective research tools which will assist our understanding of our consumer market.

· I use my external network, formal and informal, to keep me informed of what is happening now and in the future in our market.

· I work with my colleagues and other functions to understand what information they need and how best to deliver this to them.

· I value the way other colleagues work and I learn from those who work differently to me.

· I pass on my knowledge to colleagues and other functions and encourage them to do the same. This ensures that as a business we are better informed about our consumers.

· I coach and support the local stores in understanding and using market intelligence data.

· I am responsible for my own development and look to my manager to support me in improving my competence.



Financial

· I know our department action plan and support the goals and targets given to me by my manager in order to achieve this.

· I am responsible for the market research budget and ensure cost efficiency at all times.

· I understand the impact of my actions on the financial results of my area and know which results I have influence over.

· I ensure all market research initiatives grow our business and support the sustaining of long-term profitability.

· I find simple, effective ways of analysing the return on investment on all our communication activities and use this to feedback on the results.

· I look for more effective ways of working to reduce costs.

英格卡集团（原名宜家集团）是全球领先的家具及家居用品零售商，致力于实现宜家愿景—为大众创造更美好的日常生活。提供种类繁多，美观实用，老百姓买得起的家居用品。英格卡集团的三大主营业务包括：宜家零售、英格卡投资和英格卡购物中心。
宜家深圳商场位于深圳市南山区北环大道，现正招募对零售和家居生活有热情的小伙伴加入我们。