IKEA's International Marketing Strategy in China
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Case Code: MKTG373 Case Length: 18 Pages Period: 2000 - 2018 Pub Date: 2018 Teaching Note: Available |
Price: Rs.400 Organization: IKEA Industry: Furniture Countries: China Themes: International Marketing, International Marketing Mix, Positioning, International Management |
Abstract Case Intro 1 Case Intro 2 Excerpts
About IKEA
Founded in 1943 by Ingvar Kamprad (Kamprad), the IKEA Group was a Sweden-based home furnishing manufacturer and retailer owned by Stichting INGKA Foundation and controlled by the Kamprad family. Guided by the vision – to create a better everyday life for the many people, Kamprad applied his innovative idea to offer home furnishing products of good function and design at affordable prices. But, the company also looked beyond home furnishing. IKEA was a value-driven company with a passion for life at home. The furniture giant had a unique organizational structure, integrating a large number of companies as franchisees operating under the IKEA trademarks. As of August 2017, IKEA stores worldwide were owned by 11 franchisees, of which the IKEA Group was the biggest with 355 stores. IKEA found franchising the best way to expand its business based on the IKEA Concept, to keep the concept together and to maintain an entrepreneurial spirit. All IKEA stores operated under franchise agreements with Inter IKEA Systems B.V. , the owner of the IKEA Concept, including the IKEA trademarks. IKEA franchisees implemented the IKEA Concept by marketing and selling the IKEA product range...
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