Scribd Logo
Upload

Welcome to Scribd!

  • 39 views

    Ikea Case Study

    Uploaded by

    Erica Presbie
    The document discusses IKEA's positioning in the United States and globally. It notes that in the US, IKEA targets college students and young families with affordable furniture and offers a large store layout like a maze. The author's personal experience was that trips to the more distant IKEA store were planned events to buy furniture sets. The document also summarizes that IKEA has cohesive global branding, but must adapt to local cultures, such as increasing digital marketing. It closes by stating Sears declined due to poor marketing and competition.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    Ikea Case Study

    Uploaded by

    Erica Presbie
    39 views3 pages
    The document discusses IKEA's positioning in the United States and globally. It notes that in the US, IKEA targets college students and young families with affordable furniture and offers a large store layout like a maze. The author's personal experience was that trips to the more distant IKEA store were planned events to buy furniture sets. The document also summarizes that IKEA has cohesive global branding, but must adapt to local cultures, such as increasing digital marketing. It closes by stating Sears declined due to poor marketing and competition.

    Original Title

    IKEA CASE STUDY

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document discusses IKEA's positioning in the United States and globally. It notes that in the US, IKEA targets college students and young families with affordable furniture and offers a large store layout like a maze. The author's personal experience was that trips to the more distant IKEA store were planned events to buy furniture sets. The document also summarizes that IKEA has cohesive global branding, but must adapt to local cultures, such as increasing digital marketing. It closes by stating Sears declined due to poor marketing and competition.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    39 views3 pages

    Ikea Case Study

    Uploaded by

    Erica Presbie
    The document discusses IKEA's positioning in the United States and globally. It notes that in the US, IKEA targets college students and young families with affordable furniture and offers a large store layout like a maze. The author's personal experience was that trips to the more distant IKEA store were planned events to buy furniture sets. The document also summarizes that IKEA has cohesive global branding, but must adapt to local cultures, such as increasing digital marketing. It closes by stating Sears declined due to poor marketing and competition.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    Erica Presbie

    BUS403-01 IKEA Case Study

    IKEA in the U.S.

    IKEA from an American perspective is known as a global brand that shares the cuisine

    and décor styles of Scandinavian design with their global markets. The average American

    shopper at IKEA is between college-aged students and young families that need affordable

    furniture options. IKEA in the U.S. is known for its large store square footage where shoppers

    can find everything from large furniture pieces to small decors pieces for their home. Americans

    like the maze aspect of the store layout and the experience shopping at IKEA. Americans are

    aware that IKEA is not a quick trip due to the maze layout and while this may be a smart

    marketing tactic for American, capitalistic consumers, this model may not transcend through

    other cultures where shopping is not meant to be a full day experience.

    My Own Experience with IKEA

    My own experience with IKEA is somewhat limited primarily due to the lack of store

    locations near me. The nearest IKEA store to my hometown is an hour away so it was always too

    far for my family to lump it in with the other home goods browsing stores; therefore, whenever

    we went to IKEA, it was always a planned trip instead of a spontaneous shopping trip. The

    occasions my family would go to IKEA it was for a big project like renovating my bedroom and

    purchasing all large new pieces of furniture. Going to IKEA was usually a full day event not only

    because it was a far drive but also because the store layout was similar to a maze, and we could

    eat meals in the store. When I was fourteen, we purchased the matching Malm white set for my

    desk, dresser, nightstand, and bookcase. My family chose the set because it was cohesive,
    modern, and a fair price. While the furniture isn’t the best quality in my opinion, it has a timeless

    modern style and my pieces have stayed with me for over eight years.

    IKEA’s Global Positioning Strategy

    IKEA positions themselves across countries as a meaningful brand for 64 years which

    they say separates themselves from the rest of the market. However, although Ikea has an

    integrated branding strategy throughout all the countries, they do business in by implementing

    certain strategies like store layouts, store cafeterias, and a cohesive product line the company had

    not adapted enough to current social media and digital advertising until working with a corporate

    development team. The study also noted how while IKEA has cohesive branding the company

    has to overcome the struggles of marketing products in other countries where design may be

    different than it is to Scandinavian countries. Spain for example does not see design as big of a

    trend as Scandinavian countries do so the company has to develop creative marketing strategies

    to appeal to global audiences like creating a Christmas letter campaign to appeal to their family

    ties. Even with these issues of targeting consumers in different countries IKEA has done a good

    job at keeping their branding similar by maintaining their Scandinavian design and Swedish

    product names.

    Other Brands Suffering from Consumer Decision

    Another brand suffering from consumer decisions is department stores like Sears. What

    was once the major department store for appliances and clothing is now a dying store with only a

    few locations left. Sears was distanced from the market due to competitors like Target and

    Walmart outcompeting the brand and its inability to market itself to younger generations which

    is why it’s important for IKEA to focus on its digital marketing strategy.

    You might also like