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Ikea Imar


Submitted By robin123
Words 13851
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Members: Ms. Sarah Burangi (2103703) : Ms. N.Lin (2053147)

Tutor : Mr. L. Wijckmans

Date: 04 June 2007


This report is a combination of the effort of two students Na Lin and Sarah Burangi submitted to fulfill the requirements for an MSc in Information Systems particularly the International Marketing Module. The report reflects the success of IKEA in developing its brand internationally. The purpose of this assignment is to give one analysis of the marketing context in which IKEA operates and critical evaluation of its operational options.

We would like to thank Fontys and Roehapmton that give us such a good opportunity to work as a group, and we also would like to thank our tutor, Mr. Wijckmans for his instruction.
Executive Summary

The report gives a detailed account of the IKEA brand development over the years using marketing principles.

The first chapter looks at IKEA, the background, evolvement and current position.

Chapter two looks at branding in terms of the marketing mix that is product, price, promotion and place.

This is the followed by chapter three which looks how IKEA handles cultural differences when conducting business across the world.

Chapter four explores the various methods used by IKEA when conducting market research world wide.

Chapter five gives an account of the market entry strategy used by IKEA to introduce their brand in new areas. The next chapter then delves into the details of market segmentation, positioning and targeting strategies used by IKEA.

The report concludes with a look into the future world trends and their effects on the

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