Ikea: Global Marketing | |
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Report Code: COMP0002 Period: 1998 - 2005 Industry: Furniture Retail Countries: Sweden, US and China Report Length: 22 Pages |
Year of Publication: 2006 Price: Electronic Format: Rs. 400 (Approx. 9.3$/ 5.3£ /8.0 €) |
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SUMMARY The note 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 note 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. |
