Does IKEA provide customers with good products?
11-07班 师璐 20110265
IKEA Home Furnishing was founded in Sweden in 1943, since its inception has been trying, "to create a better life for most people" which is the direction of the IKEA. IKEA brand continually improving the quality of people's life. The management idea of IKEA is "to provide various kinds of beautiful and practical household articles that people can use." As we know IKEA is outstanding by their product quality, strengthen the brand image, quality inspection and supervision, focused on diversification and personalized product design, to ensure the safety of products, assure product quality. In order to satisfy the client's needs and exceeding their expectations, they have to speed up the pace of new product development. IKEA taste affordable and simple, the mission is to produce quality furniture at an affordable price. IKEA’s product positioning in the household articles for use is “low price, elegant, durable". Also, "good and inexpensive and durable" became the IKEA of the world’s top-selling pass. Unfortunately, the strategy seems not be applicable in China in the initial stages. Due to the particularity of the Chinese market, IKEA cannot guarantee the advantage of a low price. In order to adjust the price and product structure of the Chinese consumer market and provide more affordable products, IKEA reduced the cost by strengthening the cost control. However, based on the IKEA strategy in China, does IKEA can provide Chinese customers with superior products? Actually, IKEA is able to provide Chinese consumers both cheap and innovative fashionable home furnishing. IKEA takes a very moderate price strategy. The first step is to build up a superior image, and then is a step-by-step price slide. That makes the piece of IKEA's product can always be definitely accepted. IKEA's strategy is the same in China. The perspective of the IKEA business is to provide clients...
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