IKEA's Global Marketing Strategy
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(Case Code: MKTG119) click on the button below, and select the case from the list of available cases:
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG119 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extraThemes
International Marketing |
| Case Length |
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19 Pages |
| Period |
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1998 - 2005 |
| Pub Date |
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2006 |
| Teaching Note |
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Not Available |
| Organization |
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IKEA |
| Industry |
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Furniture Retail |
| Countries |
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Sweden, US and China |
Abstract:
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The case discusses the global marketing strategies of Sweden based furniture retailer IKEA. It illustrates how IKEA built a global brand and its localization strategies in markets including the US and China. The case also details the relationship IKEA had with its customers and details the company's promotional strategies in global markets. It ends with the challenges faced by IKEA in foreign markets.
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Issues:
• Understand the role of branding for the success of a company
• Understand the factors that are responsible for creating a global brand image.
• Strategies adopted by IKEA to become successful globally.
Contents:
Keywords:
IKEA, International Marketing, Global Cult Brand, IKEA's Culture, Founder's Vision, Shopping Experience, Localization, Do-it-yourself Assembly Concept, IKEA Buzz, Promotional Strategies
IKEA's Global Marketing Strategy
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