Le marketing international d’Ikea

Étude de cas Marketing & marques Marketing international

Date de publication :

23/06/2006

Langue :

Anglais

Format :

.doc

Nombre de pages :

29 pages

Niveau :

avancé

Consulté :

57 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

9,95 € Ajouter au panier

Sommaire :

Sommaire

History of the brand manufacter
1. xi ) recommendationsHistory
2. Ikea values
3. Ikea key numbers
Market background
1. Production
2. Trade
3. Market
4. Trends
Competition identification
1. The positionning
2. Ten points for the development strategy
3. The marketing mix
4. Balance of autonomy and strategic direction
Product selection
International marketing strategy
1. The positionning
2. Ten points for the development strategy
3. The marketing mix
4. Balance of autonomy and strategic direction
5. Expansion by franchising
Markets definition
1. France market
2. English market
3. Chinese maket
Product adaptation or standardization?
International advertising strategy
International advertising management
International advertising execution
1. France advertising execution
2. England advertising execution
3. Chinese advertising execution
Recommendations

Résumé :

ikea's Global Expansion Strategy originally established in Sweden by Ingvar Kamprad. ikea has grown rapidly in recent years to become one of the world's largest retailers of home furnishing. In its initial push to expand globally, ikea largely ignored the retailing rule that international success involves tailoring product lines closely to national tastes and preferences.
Instead, ikea stuck with the vision, articulated by founder Kamprad that the company should sell a basic product range that is "typically Swedish" wherever it ventures in the world. The company also remained primarily production oriented; that is, the Swedish management and design group decided what it was going to sell and then presented it to the worldwide public, often with very little research as to what the public actually wanted. Moreover, the company emphasized its Swedish roots in its international advertising, even going as far to insist on a "Swedish" blue and yellow color scheme for its stores.