case study #2
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Apr 30, 2024
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Case Study #2 IKEA
Marc Butts-Jones
Saint Leo University– Saint Leo Course Name: GBA-440-CA01
Professor Andrew Gold
2
Case study #2
IKEA has a standardized approach to marketing internationally, which is quite impressive. The business has a strong and recognizable brand identity that is known worldwide. The product selection of IKEA remains consistent across different countries, with only slight adjustments made to cater to local preferences. It's clear that IKEA's strategy has paid off, considering its remarkable growth and reputation as a global powerhouse. Conducting market research is crucial before venturing into a new market. However, IKEA's decision to enter the China market proved to be a smart move due to the thriving economy of China. China is a rapidly growing economy, making it a great opportunity for business expansion. Taking advantage of a growing market can help businesses thrive. Therefore, IKEA's expansion into China proved to be a success, even without the utilization of market research or other scientific methods of analysis.
IKEA's marketing strategy is centered around standardization across the globe. The company maintains a strong and recognizable brand identity that is easily recognizable worldwide. The product selections in each country's IKEA store are quite similar to one another, with slight adjustments to cater to customers' preferences. IKEA's success can be attributed to the
effective implementation of a strategy that has made it one of the most renowned and recognized brands globally. Since opening their first store in Shanghai in 1998, IKEA has experienced remarkable
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