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IKEA research paper, SWOT, marketing mix, 4P's of marketing, strategy, Chinese market.
This research investigates the reasons behind IKEA’s remarkable success in Shanghai, China. After opening its first Shanghai-based store in the late 1990s, IKEA decided to open two more stores in order to accommodate local consumers’ demand for its furniture and housewares. As a Swedish company, IKEA initially targeted markets that were culturally similar to its domestic market, which allowed it to keep a standardised approach for a long time. However, when IKEA entered the Chinese market, it realised that while its prices were competitive to Western customers, they were too high for Chinese consumers.
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- School: UoL
- Course: Marketing & Management
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- Section: Studies & Theses
- Made on: 03-24-2018
- Type: .pdf
- Pages: 33
- Language: English
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