A Case Study of Ikea
A case study of IKEA
Abstract
The past century saw rapid growth of multinational companies around the globe. Along with the tide of globalization, china is under the influence of effects of globalization. China boosting a remarkable economic growth in the past two decades, stands out under the spotlight of international business. Being amazed by the huge business potential posed by a population of 1.3 billion, many multinational companies have joined the competition to attract Chinese customers. There have been losers and winners. IKEA is now on the right track.
IKEA entered the Chinese market in 1998 by first opening a shop in Shanghai, the financial centre of the country and are now ready to expand further. The thesis presenting a case study of IKEA Shanghai’s marketing performances is to better illustrate the effects of globalization. Following the model of the marketing mix (the 4Ps). The findings convey an important message in terms of international marketing—the company must think globally and act locally in hope of building long-term customer relationships and capturing customer value. On the other hand. Globalization brings good and bad influence on china ,which we can see from the case of IKEA..
Key words: IKEA , effects, globalization, products, price
Contents
1. introduction 2-5
2. case of IKEA 1. product 5-6 2. price 6-7 3. place 7-8 4. promotion 8-9 3.conclusion 9-10 4 Bibliography 10-11
1. Introduction
China’s reform and opening-up policy since 1978 has brought profound changes of the country’s economic landscape. Boasting an average Gross Domestic Product
(GDP) growth
Abstract
The past century saw rapid growth of multinational companies around the globe. Along with the tide of globalization, china is under the influence of effects of globalization. China boosting a remarkable economic growth in the past two decades, stands out under the spotlight of international business. Being amazed by the huge business potential posed by a population of 1.3 billion, many multinational companies have joined the competition to attract Chinese customers. There have been losers and winners. IKEA is now on the right track.
IKEA entered the Chinese market in 1998 by first opening a shop in Shanghai, the financial centre of the country and are now ready to expand further. The thesis presenting a case study of IKEA Shanghai’s marketing performances is to better illustrate the effects of globalization. Following the model of the marketing mix (the 4Ps). The findings convey an important message in terms of international marketing—the company must think globally and act locally in hope of building long-term customer relationships and capturing customer value. On the other hand. Globalization brings good and bad influence on china ,which we can see from the case of IKEA..
Key words: IKEA , effects, globalization, products, price
Contents
1. introduction 2-5
2. case of IKEA 1. product 5-6 2. price 6-7 3. place 7-8 4. promotion 8-9 3.conclusion 9-10 4 Bibliography 10-11
1. Introduction
China’s reform and opening-up policy since 1978 has brought profound changes of the country’s economic landscape. Boasting an average Gross Domestic Product
(GDP) growth
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