Case Code : CLCB021
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100
To download this case click on the button below, and select the case from the list of available cases:
IKEA, Scandinavian culture, Log sawing ceremony, Kurs, Volvo, Swedish breakfast, Goran Carstedt, Anders Moberg, self-service and self-assembly
* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.
The caselet, IKEA: Taking the Customization Route, deals with the challenges faced by IKEA, a furniture retailer, while entering into a number of markets around the globe. IKEA had strong reservations in customizing its product offerings to suit the tastes of local markets. The company initially refused to make major changes in its products when it entered the US market. However, when it faced consumer indifference, it decided to customize some of its offerings to suit the needs of the US market. The caselet also gives inputs on how IKEA operated in other markets.
As the company sold furniture of similar sizes and shapes around the globe, it had a maximum two percent variation in the range it stocked in its stores...
Questions for Discussion:
1. How did the company customize its product offerings with the consumer attitudes prevalent in the US?
2. How did IKEA manage to have a standardized product offering across the globe while customizing its offering to suit the local tastes?