Ikea Success in Chinese Furniture

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IKEA SUCCESS IN CHINESE FURNITURE

Bachelor’s thesis

Content of Table
Content of Table...............................................................................................................................2 1. INTRODUCTION .........................................................................................................................4 1.1 Background of Study..................................................................................................................4 1.1.1Chinese Economic Overview...................................................................................................4 1.1.2 Furniture Market .....................................................................................................................6 1.1.3 IKEA Brief Introduction ...........................................................................................................7 1.2 Motive and Purpose ..................................................................................................................7 1.3 Research Method.......................................................................................................................8 2. CHINESE FURNITURE MARKET...............................................................................................9 2.1 Overview....................................................................................................................................9 2.2 Characteristics of Chinese Furniture Market ...........................................................................11 2.3 Marketing Analysis ..................................................................................................................12 2.4 Advantages of Investment .......................................................................................................16 2.5 Market Development Tendency ..............................................................................................17 2.6 Market Research .....................................................................................................................17 3. THE POSSIBLE ENTRY MODES FOR FOREIGN ENTERPRISES IN CHINA.........................20 3.1 Foreign Market Entry Modes ...................................................................................................20 3.2 The Decision of Entry Modes ..................................................................................................23 4. CASE STUDY: IKEA.................................................................................................................24 4.1 IKEA Background....................................................................................................................24 4.2 IKEA’s Operating Strategy......................................................................................................26 4.3 The IKEA Difference ..............................................................................................................28 4.4 Positive Factors for Investing China ......................................................................................29 4.5 Factors affect Ikea’s Entry Model in China.............................................................................29 4.5.1 Economic Environment.......................................................................................................30 4.5.2 Country Specific Factor ......................................................................................................31 4.5.3 Culture Environment ..........................................................................................................33 4.6 Low Price Strategy Applying .................................................................................................34 4.7 Opportunity and Challenges Analysis ...................................................................................36 4.8 SWOT...
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