Ikea Global Marketing Essay

IKEA crossing ethnic boundaries to furnish the globe 1. How has IKEA successfully exchange its kinsperson furnishing products in so some countries around the world? Do world-wide customer segments truly exist? Ikea targets consumers who be to have a young psychogenic age that is, people who have a youthful outlook regarding the design of home office furnishings. Industry analysts have described IKEAs approach as targeting middle-class consumers including first-time home buyers, young families, and people renting their homes that spend world-wide needs. However, students whitethorn argue for forces against world(a) segments, such as resistance to international brands in favour of local brands and anti-western sentiments. Students may also note cultural/attititudal differences in various product categories that make targeting international segments difficult. 2. How grand in its marketing is the region of IKEAs Swedish brand grasp? What argon the implications for market ing?Students should answer the head teacher in relation to the use of goods and services of country-of-origin set up. These country-of-origin effects influence how consumers rate quality, and sometimes, which brands they will in the end select. Consumers tend to have an established stance or even a preference when it comes to a event product organism made in a particular country. This attitude might be positive, interdict or neutral. This plays a critical role in IKEAs marketing dodge, lot to oppositeiate its value pro coif from its competitors and position its brand clearly in the minds of consumers. (Hint round on how Ikea utilizes its C-O-Effect in its marketing efforts)3. To what point has IKEA practised a measure strategy versus an adapted strategy in its planetary strategy? What are the advantages and injustices of this approach?IKEAs products are manufactured, packaged, and positioned the same way unheeding of the country in which they are exchange to a globa l segment.However, IKEA defines its advertising to consumers where suddenly necessary for various country markets, and has created different versions of their products to appeal to cultural preferences. The major advantages of IKEAs global standardised strategy are 1. Cost savings/Mass ware2. The design and implementation of a standardised marketing mix.3. Branding control.The major disadvantage are1. Unable to fully localise its product range to meet the proper(postnominal) cultural needs and sensitivities of different markets. 2. bound selection of advertising appeals for some markets to can the attention of local consumers.4. Some theorize communications, especiall(a)y the internet and television, enable a global culture to be dissipate to all societies. Are the cultures of the world go much akin(predicate) or much different? Discuss. Global marketing, travel, pop music, everyday culture, networked news media and the internet are all forces pushing the world into a m ore global culture resulting in similar consumer behaviour. Students could discuss the increasing role of engineering as a driver of global media with global television networks and the internet, enabling the vary of cultures across boundaries and acting as important global promotional tools for global brands.