Ikea Case Study on Marketing

Only available on StudyMode
  • Download(s) : 1427
  • Published : June 5, 2011
Open Document
Text Preview
University of Halmstad School of Business and Engineering Bachelor Degree

A creation of competitive advantage by using differentiation of company’s strategy actions. The case study of IKEA Sweden with experiences on Chinese and French markets.

Dissertation in Marketing Credit point level – 10 ( 15ECTS) Supervisor: Venilton Reinert Authors: Landry Capdevielle Min Li Paulina Nogal

Halmstad, 23rd of May 2007

The table of contents Introduction..........................................................................4 Problem .................................................................................................................................. 5 Purpose ................................................................................................................................... 6 Delimitations .......................................................................................................................... 6

The theoretical framework..................................................7 Social and cultural aspects ..................................................................................................... 7 PEST Analysis theory .......................................................................................................... 10 Marketing Mix theory .......................................................................................................... 11 The theory of standardization............................................................................................... 13 The theory of differentiation ................................................................................................ 14

The methodology...............................................................15 Deductive and inductive method.......................................................................................... 15 Quantitative and qualitative method .................................................................................... 16 Data collection, ..................................................................................................................... 17 Primary data ..................................................................................................................... 17 Secondary data ................................................................................................................. 17 Evaluation of the empirical data........................................................................................... 18 Validity............................................................................................................................. 18 Reliability ......................................................................................................................... 18

PEST analysis about Sweden ..........................................19 Political aspects .................................................................................................................... 19 Economical aspects .............................................................................................................. 19 Social aspects ....................................................................................................................... 21 Technological aspects .......................................................................................................... 22

Marketing mix – Ikea on the Swedish market .................24 Product ................................................................................................................................. 24 Products line according to the catalogue in Swedish version .......................................... 26 Ikea style .......................................................................................................................... 28...
tracking img