IKEA case study

IKEA is the worlds largest article of furniture seller, specialising in selling stylish, inexpensive, egotism assembly S locoweeddinavian design furniture, understructure accessories, kitchens and bathrooms in their retail stores around the world. Delivering good quality contemporary design furniture to the middle class consumer is not the only focus of the IKEA assemble; it also sells a lifestyle that customers around the world countenance and embrace. IKEA is a global company that has invested and is present in umteen countries; it promotes its products and services using the same brand in alone markets coordinated from its one main corporate office in Sweden which is responsible for a global strategy that concentrates on go on management, efficiency and quality. Globalisation, political-economical and social-demographical ( test Appendix 1) factors, like: economic growth, deregulation, more useful income, rising housing market led to the demand and threaten for gr owth, which IKEA exploited. IKEA Position (Question 1) The furniture retail industry is under a lot of competition and pricing pressure; as comfortably as ever development customer demand and ontogeny environmental awareness.

Through the control of the main four elements that place generate profit: product, place, promotion and price; enabled IKEA to expand and continue its positions through targeting a specific marker segment, product differentiation, humorous value-chain and cost leadership. Deregulation of foreign coronation laws allowed IKEA to success safey see the global market, i.e. Opening- Up policy in China 1978 invited the foreign ! enthronement which led to economic upturn, more disposable income, rise in the housing market and subsequently demand for home furnishings. The IKEA individualised line of credit idea is to offer a wide of the mark range of home furnishings with good design and function at prices so low that as many people as possible will be able to afford them. And placid have money left hand! (IKEA, 2003) Competitors focus on delivering good...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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