Projet de lancement d'un magasin Ikea en Inde

Étude de cas Marketing & marques Marketing international

Date de publication :

06/10/2009

Langue :

Anglais

Format :

.doc

Nombre de pages :

7 pages

Niveau :

expert

Consulté :

0 fois

Avis client :

non évalué

Validé par :

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Sommaire :

Sommaire

IKEA France strategy
Product
Price: low costs
Place
Promotion
Price: how much does it cost?

Résumé :

I decided to develop ikea in India, so I think first of all, it is interesting to focus on these questions: How will be the ikea's products and services into the Indian market? What adjustments are or will be necessary to entry in the Indian market of furniture?
What threats from local competition should ikea take into account and how can these threats be counteracted?

India has a very cheap labour and in big quantity. So it will be very profitable to hire local population. For example, total labour force is about 337 million people; by occupation: agriculture 65% or more, services 4%, manufacturing and construction 3%, transport 3%. The subsidiaries will be located in huge cities of India because of large share of manufacturing population. India has a large unemployment rate, so there will not be problems to occupy labour places. The recruitment should be done in such directions: widely advertising in print media, visiting industrial training schools or contract local employment exchanges.

All marketing is based on ikea business idea: They shall offer a wide range of home furnishing items of good design and function, at prices so low, that the majority of people can afford to buy them.
The company's target customers are people, who are looking for value and who are ready to do some work serving themselves, transporting the items home and assembling the furniture for a better price. The typical ikea consumer is young low and middle income family. In India now the middle class is not far from 40% of the whole population, it has grown up on 200 million people after the production, trade and investment reforms in 1991.