Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• 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.

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