Major HBR cases concerns on a whole industry, a whole organization or some part of organization; profitable or non-profitable organizations.
Though Kamprad had long ceded day to day involvement in the company's activities, his vision and thoughts were deeply rooted in IKEA's culture. Kamprad's humble beginnings he was the son of a farmer had created a unique IKEA culture that was founded on respect for money and an innovative mindset.
Kamprad was known for his frugal habits. He flew economy class, he would take the metro to work, drive a ten-year-old second-hand Volvo and avoid designer suits. This attitude trickled down to the co-workers, who would ensure minimal wastage and cost cutting at every level.
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. IKEA is a strong brand that understands that growing globally requires sacrifices and innovation from global teams, and they are ready to listen, respect and learn from the local environment. You just clipped your first slide! Clipping is a handy way to collect important slides you want to go back to later. Now customize the name of a clipboard to store your clips.
As a result, IKEA came up with products that were aesthetically designed and were still available at affordable prices. This aspect greatly enhanced the brand image of IKEA, which was perceived as a company that believed in social equality This was done intentionally so that IKEA could create a complete shopping experience for customers.
The IKEA products were themselves beautifully crafted and appealing, and even their stores were so constructed as to enthrall shoppers. The blue-and-yellow buildings was generallysquare feet in size and each store stocked about 7, items, from kitchen cabinets to candlesticks.
IKEA targeted middle class customers worldwide. IKEA made shopping easy for customers. For example, right at the entrance of the store, customers could drop their kids at the playroom which had many types of safe play equipment, and then shop on their own in a leisurely manner.
The stores were constructed in the form of a circle, to allow shoppers to view all sections of the store The customer spending pattern was also similar across countries. Despite these similarities, IKEA realized that to strengthen its presence in the global market, it was necessary to localize.IKEA – The Global Marketing Pros IKEA marketing strategy makes the brand one of the most recognizable in the world.
Yes, the furniture is nice and relatively cheap. Global marketing, travel, pop music, popular culture, networked news media and the internet are all forces pushing the world into a more global culture resulting in similar consumer behaviour.
IKEA Case Study Report Tarek Salam & Maximilien Abrezol Table of Content 1.
Global marketing, travel, pop music, popular culture, networked news media and the internet are all forces pushing the world into a more global culture resulting in similar consumer behaviour. Ikea Global Marketing Harvard Case Study Solution and Analysis of Harvard Business Case Studies Solutions – Assignment HelpIn most courses studied at Harvard Business schools, students are provided with a case study.