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IKEA. IKEA, the famous Sweden furniture retailer, opened its first store in United
States in 1985. ... IKEA is planning to open another eight stores next year. ...
ikea. ... IKEA customers help to keep prices low by picking their furniture up at their
store’s warehouse, transporting it home and assembling it themselves. ...
IKEA case. 1. What were the sources of IKEA’s successful entry into the furniture
retailing business in Sweden? ... 4. What challenges lie ahead for IKEA? ...
IKEA Case. Since its creation in 1943, IKEA has created many firm-specific
advantages for itself. First, IKEA has standardized the ...
IKEA. IKEA With its affordable Scandinavian chic, IKEA transformed millions of homes
across the world with easy-to assemble flat-pack furniture. ...
Submitted by Pillis on January 6, 2008
Category: Miscellaneous
Words: 580 | Pages: 3
Views: 1112
Popularity Rank: 4,492
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ABSTRACT
This Bachelor degree thesis deals with the strategies that IKEA has adopted in France since its
establishment up to now. It is essentially based on interview with the person responsible for
the public relations of IKEA France. But, other sources were used concerning our empirical
findings: IKEA’s brochures, surveys from researchers… The purpose of the thesis is to
explain and illustrate how a company succeeded to establish abroad, by applying a domestic
concept. This issue is of importance because it provides information for the reader who would
like to know how a company can be export all over the world by adapting its policy to the
local specificities. It identifies and gives explanations about the marketing strategies
implemented to export the IKEA concept to the French market.
The research was conducted using the case study method. It is based on primary and
secondary data. Secondary data collected from IKEA´s brochures and survey research results
and primary data collected through interviews with the person responsible for the public
relations of IKEA France.
The applied theoretical model is based upon the concepts of standardization and adaptation
and also the SWOT analysis that are discussed in the theoretical framework part of our thesis.
The results of the research show that, IKEA prefers standardization to adaptation: it sells, with
some exceptions, the same products in its stores. But, about the place of establishment of the
stores in France, Ikea was forced to adapt to the sites and especially to the ways of life of the
inhabitants. The distribution varies and cultural adaptation too.
As IKEA claims to standardize its products to people, the communication is important to
make change people attitudes and style of interior for example. It is necessary to show people,
who think that Ikea is not...
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