Global Marketing & Digital Business

Group Assignment: GJ_3

Lecturer: Mr. Gayan Jayasinghe
 TEAM MEMBERS

CHAMATHKA U GAMAGE 21409622

MADUSHAN HIRIPITIYA 21393382
SAMPATH PORAGE 21395109
BHANUKA PREMARARATHNE 21391705
POORNA LIYANWALA 21393389
 TABLE OF CONTENT
• INTRODUCTION
• MARKET ENTRY METHOD AND RATIONALE
• DIGITAL MARKETING THEORY
• IMPLEMENTATION
• BUDGET
• ETHICS
• CONCLUSION
• REFERENCE
 INTRODUCTION: COMPANY BACKGROUND

422 Stores “World’s

Found in
1943 in
Largest “World’s Offers
50 Global One of
“well -
Markets
Furniture Most Valuable
Retailer” designed”
Specializes Brand in 2019”
- Statista
- Forbes “functional”
in home Over
furnishing 200,000 “affordable
products Employees ” home furnishing
products

Sources:
(IKEA Facts and figures 2018, 2019), (Highlights.ikea.com, 2018), (IKEA Facts and figures 2018, 2019), (Forbes.com, 2019), (Statista.com, 2019)
 INTRODUCTION: IKEA PRODUCT PORTFOLIO & PERFORMANCE
IKEA Product Portfolio
IKEA Performance

Revenue/in Euros (excluding sales

60
Furniture Products
40

taxes)
Kitchen Home Improvement & Storage 20
Products Decoration Products Products

0
Swedish Leisure & Home 2013 2014 2015 2016 2017 2018
Food Safety Pet Products Electronic
Products Products Products
Year

Sources:

(IKEA Highlights 2016, 2017), (IKEA Highlights 2017, 2018), (IKEA Facts and figures 2018, 2019), (Ikea.com, 2019)
 INTRODUCTION: INTERNATIONALIZING IKEA

Europe

North
America &
IKEA East Asia
Expansion
2018,
Hyderabad,
India In 2018: 2.5 billion IKEA web visits
957 million IKEA store visits
Next, Sri Lanka?
Therefore, Expanding into Sri Lanka
using an Online Platform
Sources:

(IKEA Facts and figures 2018, 2019), (Brand Features, 2018), (National Chamber of Exporters of Sri Lanka, 2018), (Furniture Market Industry Reports,
2018)
MARKETING ENTRY
METHOD AND RATIONALE
 Internationalization
1963
2018 Entered in to South Asian Market – India – 30 Yes back
Explorative Physical store - 2018
internationalization. India – which is the 14th largest furniture market

- Uppsala Model-
1980 Next Move

Rigid Replication.
Sri Lanka
1990

Flexible Replication.

2018 (Jonsson et al, 2011)

 Why – Sri Lanka ?
✓ High – potential future business opportunities with Port City Colombo. (Daily Ft, 2018)
QCO and new customer onboarding
✓ Colombo is also ranked as the most livable city in South Asia. (Daily Ft, 2018)
✓ Second largest expatriate population. ( Business Times, 2012).
✓ Rapid urbanization and massive demand for apartments and related products. (Daily News, 2016)
✓ High demand from sizable middle class for western products. (U.S Department of commerce, 2019)

✓ Potential Economic Growth. (Daily Ft, 2019).

✓ Upgraded as upper middle income economy. ( World Bank, 2019)

✓ High level of business opportunities for foreign investments. (U.S Department of commerce, 2019)
✓ Most Suitable commercial hub in Asia. (Daily news, 2017)Free Trade agreements with India and south Asian countries –
potential growth opportunities. (U.S Department of commerce, 2019)

WRITE OFFS
✓ Significant growth in e – commerce. (U.S Department of commerce, 2019)
✓ Fast growing e commerce services.. (U.S Department of commerce, 2019)
✓ E commerce laws to boost Sri Lanaka trade and commers. (Sunday times, 2017).

✓ Raked as no.01 travel destination. (The guardian, 2018).

 Market Entry Method.
✓ Ikea expanded through the Intermediate model around
the global with Franchises. ( www.ikea.com, 2019)
Factor Ideal Entry Model for
Ikea ✓ Franchises
✓ Shared Control
SL Market
✓ Shared Risk
✓ Split Ownership
Internal Factors Hierarchical /
✓ Low cost
Intermediate ✓ Optimal Resources Utilization
✓ Easy access
External Factors Intermediate / Export
✓ Quick Market penetration

➢ Foreign Direct Investment

Desired mode Intermediate
➢ High cost
characteristics ➢ Less market knowledge.
➢ High Risk
Transaction-specific Intermediate
factors

(Hollensen, 2011)
 E – Commerce Strategy : Sell - Side

▪ Buy – Side
▪ Transactions to procure resources needed by
an organization from its suppliers.

▪ Sell – Side
✓ Transactions involved with selling products to an
organization's customers.
✓ Transactional E – commerce site.
✓ Facilitate online purchase.
✓ Provide product information.

(Chaffey, 2015)
 Online Franchising Strategy

Pure-play franchisor reserves the e-commerce

franchisor channel on its global online platform
✓ Pure – Play Franchisor.
✓ Most popular method.
Pure-play franchisees handle their own online ✓ Use Franchisor’s global online platform.
franchisee business at the local level. ✓ Payments perceived by Franchisee for the
local sales.
shared e- franchisors retain control of the e-
commerce commerce channel but let franchisees
be part of the overall online selling ✓ Partner
strategy.

distributed e- franchisors provide standalone,

commerce branded websites that are marketed
and operated locally
by franchisees.

(International Franchise Association, 2017)

 Hollensen

✓ Best E – commerce application 2015.

✓ Sri Lanka's Largest Online Shop.
(Kapruka. com, 2019)
DIGITAL MARKETING
THEORY
SITUATION ANALYSIS

Hollensen

Wooden
 DIGITAL MARKETING OBJECTIVES
RACE Objective KPIs Indicators
REACH • The social media followers to be reached The number of users of web- 100,000 social media
to 100,000 within first year of operations. based platforms. followers.
(IKEA SL website and IKEA
• To increase the online reach percentage social media platforms) Increase the web traffic
through referrals to 10% in first year for through the referrals by
IKEA SL website. 10%.
ACT • Reach an overall customer engagement Engagement Score The customer feedback
score of 8/10 in first year of operations rating.
CONVERT HollensenConversion Score Increase in the number of
• Increase the IKEA SL website sales email subscribers.
conversion by 4%
(Global Average – 2.86%) Sales hit rate through
inquiries through website.

ENGAGE • Increase of returning visitors to 30% in % of returning visitors Interest of existing

brand new operations to maintain customers on emails
customer loyalty shared.
Post reach in social media
platforms through existing
customers.
STP MARKETING STRATEGY

Hollensen
 MARKET SEGMENTATION

Geographic Demographic Psychographic Behavioral

Urban Income Level Benefits Personality

Age Modern
Middle-Middle Cost-
25-45
Middle-Upper Effectiveness Brand
years
Upper-Lower Accessibility Loyalty
MARKET TARGETING

High Income Level

Middle Income Level

Low Income Level

 MARKET POSITIONING
Price High

Low High Quality

Need Gap

Low
 MARKETING MIX
• Uses 5 dimensions of democratic design of a product (Form, Quality, Low Price, Sustainability
and Function)(Trendafilov D., 2018).

• Product development according to the need of individual customers (Customization).

• The best solution for the people with budget and space constraints. (IKEA, 2019)

• Follows a differentiation strategy to produce fresh designs by innovative, low cost manufacturing
for dynamic environments. (IKEA, 2019) Hollensen

• The prices are more affordable when compared with the high-quality products in them market.
(e.g. – Fine Furniture, Lee mart etc.)

• Introductory discounted prices for a selected set of furniture to increase sales volume.

• Differentiated pricing for the corporate customers such as companies and institutions targeting
repeated purchases.
 MARKETING MIX

• A joint venture agreement with kapruka.com as the partner for the distribution of IKEA
products.

• A strong delivery network to back up the sales operations with in the country.

Hollensen
• Promotions in magazines and other publications targeted towards the foreigners –
Targeting furnished houses & apartments.

• Paid advertisements on landing pages of websites with highest user

visits to build the attention- Exploiting purchasing funnel.

• Billboards and hoardings at strategic locations in Colombo and Suburbs – Mass scale
promotion exploiting road traffic on market entry.

• A strong marketing campaign driven by social media such as Facebook, LinkedIn,

Instagram – A breakthrough promotional campaign on market entry.
 MARKETING MIX
• Online marketing activities through high skilled experts in the field – Operational
excellence.

• Recruitment of highly capable individuals towards customer touch points – Customer

satisfaction

• Awareness created on online purchasing and its advantages to the community –

Hollensen
Potential customer stimulation

• A sophisticated designing process powered by the technology – Innovation and

Modernization

• Utilization of convenient and user-friendly web platform for operations – Channel

• A strong R & D team to conduct research to identify frequent change of customer

requirements to drive sales.
 MARKETING MIX

• The exposure of distribution staff in terms of the feedback on customer experience.

• The user experience on IKEA SL website and transactional e-commerce platform.

Hollensen
 GLOBAL DIGITAL MARKETING STRATEGY vs DIGITAL MARKETING
STRATEGY FOR SL
Defining the goals & Segmenting the
Maximum
market
utilization of
social media
Developing buyer personas and
budgeting
Virtual Reality
& Customization
Selecting the channel & identify
through
Augmented necessary techniques (SEO/PPC)
country Hollensen
Reality specific factors
Advertising and managing social
Technology media platforms
driven payment
methods Developing a direct marketing
strategy (email marketing/blogging)

Identify the
audience and
buyer personas
 PROMOTION MARKETING & COMMUNICATION

• Bill Boards and Hoardings in strategic locations such as near Liberty Plaza,
Above the Maradana etc.
Line • Newspaper advertisements in daily news papers (half page size/twice a week).
• 30 seconds spots in between highly rated TV and Radio programs.
• A web banner in selected websites with high user visits.

• Magazines and other publications targeted for foreigners interested in apartments.

Below the • Sponsorships for corporate Hollensen
events targeting the participants.
Line • Engagement surveys and activation programs in selected venues.
• Direct online marketing through emails

Through • Social media marketing through platforms such as Facebook, Twitter, YouTube etc.
the Line
 ONLINE MARKETING TACTICS
SEARCH ENGINE OPTIMIZATION (SEO) CONTENT MARKETING

Products are branded with the names of The Home Tour Series videos and inspirational
most searched key words related to human boards on Pinterest
relationships
e.g. - ‘the husband killer’ (Fortune 2015),
“My Partner Snores”
Hollensen
Linking to ‘Retail Therapy’ website which
contains specific products appealing to
customers.

(digitalagencynetworks.com, 2019)
(digitaltrainingacademy.com, 2019)
 ONLINE MARKETING TACTICS
REFERRAL MARKETING DISPLAY ADVERTISING
Encouraging customers to express their creativity &
publicize (e.g. – Share Space)

Hollensen

(referralcandy.com, 2019)

(SimilarWeb.com, 2019)
 ONLINE MARKETING TACTICS
IKEA WEBSITE

• Available in 57+ countries in different languages.

Hollensen • User friendly and informative interface.

• Mobile phone optimized website

• Availability of products with regional prices.
• Progressive ads with attractive latest offers.
• Supported by FAQs, Assembly instructions,
Order tracking

(IKEA,2019)
 ONLINE MARKETING TACTICS
SOCIAL MEDIA

Hollensen
 ONLINE MARKETING KPIs

Hollensen

(Similarweb, 2019)
IMPLEMENTATION PLAN
 IMPLEMENTING & CORDINATING THE GLOBAL MARKET
PROGRAMME
GENERAL
MANAGER
(SOUTH
ASIA)
PLANNING
IMPLEMENTATION PLAN

HEAD OF HEAD OF
MARKETING BUSINESS
(SL) DEVELOPMENT
(SL)

BEHAVIORAL BRAND / Hollensen

PROMOTION / MARKETING
CONTROL ADVERTISING MARKET BD BD
MEDIA TEAM EXECUTIVE
CREATIVE TEAM ANALYST EXECUTIVE ASSISTANT

SYSTEM HEAD OF IT (SL)

CONTROL

IT
IT ASSITANT HEAD OF
EXECUTIVE CUSTOMER
SERVICE (SL)
OUTPUT
CONTROL
EXECUTIVE ASSISTANT
 IMPLEMENTING & CORDINATING THE GLOBAL MARKET
PROGRAMME

MONTH 01 MONTH 02 MONTH 03 MONTH 04 MONTH 05 MONTH 06 MONTH 07 MONTH 08 MONTH 09 MONTH 10 MONTH 11 MONTH 12 RESPONSIBLE BODY

MARKET RESEARCH GLOBAL MARKETING TEAM

MARKET PLAN GLOBAL MARKETING TEAM

PRESENTATION TO THE BOARD GLOBAL MARKETING TEAM

BOARD DISCUSSION AND APPROVAL BOARD OF DIRECTORS

ENTERING INTO THE JOINT VENTURE AGREEMENT
GENERAL MANAGER SA
WITH KAPRUKA.COM
Hollensen
COMPLIANCE REQUIREMENT SUPPLY REGIONAL COMPLIANCE OFICER

DEVELOPMENT OF LOCAL WEBSITE GLOBAL IT TEAM

STAFF REQRUITMENT GLOBAL HR

INDUCTION & ORIENTATION REGIONAL HR TEAM

INITIAL TRAINING REGIONAL HR TEAM

PRE OPENNIG MARKET CAMPAIGN GLOBAL MARKETING TEAM

LAUNCHING GLOBAL MARKETING TEAM

STAFF TRAINING REGIONAL HR TEAM

CONTINOUS ADVERTISEMENT ACTIVITIES & PROMOTIONAL ACTIVITIES LOCAL MARKETING TEAM

CUSTOMER SURVEY LOCAL MARKETING TEAM

MARKET BUDGET AND
FINANCIAL FORECAST
 MARKETING BUDGET (US DOLLARS)

MARKETING BUDGET (USD)

MONTH 01 MONTH 02 MONTH 03 MONTH 04 MONTH 05 MONTH 06

20% increase
TRADITIONAL MARKETING
RADIO PLAN 25,000.00 25,000.00 25,000.00 30,000.00 25,000.00 25,000.00
TV PLAN 85,555.56 85,555.56 85,555.56 102,666.67 85,555.56 85,555.56
PRESS PLAN 13,888.89 13,888.89 13,888.89 16,666.67 13,888.89 13,888.89
BILLBOARD / HOARDING PLAN 83,333.33 83,333.33 83,333.33 100,000.00 83,333.33 83,333.33
OUTDOOR LED SCREENS 5,000.00 5,000.00
Hollensen 5,000.00 6,000.00 5,000.00 5,000.00
BUS TV / HOSPITAL TV / GYM
6,666.67 6,666.67 6,666.67 8,000.00 6,666.67 6,666.67
TV / SALON TV
TOTAL 219,444.44 219,444.44 219,444.44 263,333.33 219,444.44 219,444.44

20% increase
DIGITAL MARKETING
WEB AND APP HOSTING 85.00
SEO KEY WORDS - 16 / MONTH 1,700.00 1,700.00 1,700.00 2,040.00 1,700.00 1,700.00
SEARCH ENGINE ADDS - PPC 800.00 800.00 800.00 960.00 800.00 800.00
YOUTUBE ADVERTISING 1,000.00 1,000.00 1,000.00 1,200.00 1,000.00 1,000.00
SOCIAL MEDIA 550.00 550.00 550.00 660.00 550.00 550.00
EMAIL MARKETING 12.00 12.00 12.00 14.40 12.00 12.00
TOTAL 4,147.00 4,062.00 4,062.00 4,874.40 4,062.00 4,062.00
THESE VALUES ARE BASED ON MIDEATION, OH MEDIA, EMERGING MEDIA, ORIX MARKETING & KEBAZZ TECHNOLOGIES
 MARKETING BUDGET (US DOLLARS)
MARKETING BUDGET (USD)

MONTH 07 MONTH 08 MONTH 09 MONTH 10 MONTH 11 MONTH 12

25% cut off 40% increase

TRADITIONAL MARKETING
RADIO PLAN 18,750.00 18,750.00 18,750.00 26,250.00 18,750.00 18,750.00
TV PLAN 64,166.67 64,166.67 64,166.67 89,833.33 64,166.67 64,166.67
PRESS PLAN 10,416.67 10,416.67 10,416.67 14,583.33 10,416.67 10,416.67
BILLBOARD / HOARDING PLAN 62,500.00 62,500.00 62,500.00 87,500.00 62,500.00 62,500.00
OUTDOOR LED SCREENS 3,750.00 3,750.00 3,750.00 5,250.00 3,750.00 3,750.00
BUS TV / HOSPITAL TV / GYM Hollensen
5,000.00 5,000.00 5,000.00 7,000.00 5,000.00 5,000.00
TV / SALON TV
TOTAL 164,583.33 164,583.33 164,583.33 230,416.67 164,583.33 164,583.33

25% cut off 40% increase

DIGITAL MARKETING
WEB AND APP HOSTING
SEO KEY WORDS - 16 / MONTH 1,275.00 1,275.00 1,275.00 1,785.00 1,275.00 1,275.00
SEARCH ENGINE ADDS - PPC 600.00 600.00 600.00 840.00 600.00 600.00
YOUTUBE ADVERTISING 750.00 750.00 750.00 1,050.00 750.00 750.00
SOCIAL MEDIA 412.50 412.50 412.50 577.50 412.50 412.50
EMAIL MARKETING 9.00 9.00 9.00 12.60 9.00 9.00
TOTAL 3,046.50 3,046.50 3,046.50 4,265.10 3,046.50 3,046.50
THESE VALUES ARE BASED ON MIDEATION, OH MEDIA, EMERGING MEDIA, ORIX MARKETING & KEBAZZ TECHNOLOGIES
 TV, RADIO AND NEWSPAPER PLAN

Rs.
2,506,109.81

Rs.
Rs. 4,574,700.00
15,483,600.00
THESE VALUES ARE BASED ON MIDEATION, OH MEDIA, EMERGING MEDIA, ORIX MARKETING & KEBAZZ TECHNOLOGIES
 FINANCIAL FORECAST (US DOLLARS)
ASSUMPTION 500 MONTHLY PIECES SALE OF AVG

(USD) MONTH 01 MONTH 02 MONTH 03 MONTH 04 MONTH 05 MONTH 06

REVENUE 150,000.00 135,000.00 148,500.00 150,000.00 155,925.00 163,721.25

EXPECTED GROWTH RATE 27,000,000.00 -10% 10% 1% 4% 5%

MARKETING EXPENSES
RS.50,000/-

TRADITIONAL MARKETING (219,444.44) (219,444.44) (219,444.44) (263,333.33) (219,444.44) (219,444.44)

DIGITAL MARKETING (4,147.00) Hollensen
(4,062.00) (4,062.00) (4,874.40) (4,062.00) (4,062.00)
TOTAL MARKETING EXPENSES (223,591.44) (223,506.44) (223,506.44) (268,207.73) (223,506.44) (223,506.44)

TOTAL REVENUE AFTER

(73,591.44) (88,506.44) (75,006.44) (118,207.73) (67,581.44) (59,785.19)
MARKETING EXPENSES

OTHER OPERATIONAL COST (16,611.11) (16,611.11) (16,611.11) (16,611.11) (16,611.11) (16,611.11)

REVENUE AFTER
OPERATIONAL COST (90,202.56) (105,117.56) (91,617.56) (134,818.84) (84,192.56) (76,396.31)

THESE VALUES ARE BASED ON MIDEATION, OH MEDIA, EMERGING MEDIA, ORIX MARKETING & KEBAZZ TECHNOLOGIES
 FINANCIAL FORECAST (US DOLLARS)
ASSUMPTION 500 MONTHLY PIECES SALE OF AVG

(USD) MONTH 07 MONTH 08 MONTH 09 MONTH 10 MONTH 11 MONTH 12

REVENUE 180,093.38 198,102.71 217,912.98 150,000.00 228,808.63 240,249.06

EXPECTED GROWTH RATE 10% 10% 10% -31% 53% 5%

MARKETING EXPENSES
RS.50,000/-

TRADITIONAL MARKETING (164,583.33) (164,583.33)

Hollensen (164,583.33) (230,416.67) (164,583.33) (164,583.33)
DIGITAL MARKETING (3,046.50) (3,046.50) (3,046.50) (4,265.10) (3,046.50) (3,046.50)
TOTAL MARKETING EXPENSES (167,629.83) (167,629.83) (167,629.83) (234,681.77) (167,629.83) (167,629.83)

TOTAL REVENUE AFTER

12,463.54 30,472.88 50,283.15 (84,681.77) 61,178.80 72,619.23
MARKETING EXPENSES

OTHER OPERATIONAL COST (16,611.11) (16,611.11) (16,611.11) (16,611.11) (16,611.11) (16,611.11)

REVENUE AFTER
OPERATIONAL COST (4,147.57) 13,861.77 33,672.04 (101,292.88) 44,567.69 56,008.12

THESE VALUES ARE BASED ON MIDEATION, OH MEDIA, EMERGING MEDIA, ORIX MARKETING & KEBAZZ TECHNOLOGIES
OPERATIONAL COST (LKR)
OPERATIONAL COST (LKR)
SALARY NO. OF STAFF MEMBERS
HEAD OF MARKETING 1 400,000.00 400,000.00
HEAD OF BUSINESS DEVELOPMENT 1 250,000.00 250,000.00
HEAD OF IT 1 250,000.00 250,000.00
HEAD OF CUSTOMER SERVICE 1 150,000.00 150,000.00

MARKETING DEPT
CREATING TEAM 4 80,000.00 320,000.00
MARKETING EXECUTIVE 2 70,000.00 140,000.00
PROMOTION TEAM 4 40,000.00 160,000.00

BUSINESS DEVELOPMENT DEPT Hollensen

MARKET ANAYLSTS 2 80,000.00 160,000.00
BD EXECUTIVE 2 70,000.00 140,000.00
BD ASSISTANT 2 40,000.00 80,000.00

IT DEPT
IT EXECUTIVE 1 80,000.00 80,000.00
IT ASSISTANT 1 40,000.00 40,000.00

CUSTOMER SERVICE DEPT

EXECUTIVE 2 80,000.00 160,000.00
ASSISTANT 4 40,000.00 160,000.00
2,490,000.00

WAREHOUSE EXP
HANDELLING CHARGES 500,000.00

TOTAL OPERATIONAL COST LKR 2,990,000.00

USD 16,611.11
ETHICS
ETHICS: OUR STAND FOR OUR CUSTOMERS

Hollensen
CONCLUSION
CONCLUSION

Hollensen
REFERENCE
 REFERENCE

Boote, T. (2017) What Have Ethics Got to do with Digital Marketing? [online]. Available at:
http://digitalmarketingmagazine.co.uk/digital-marketing-features/what-have-ethics-got-to-do-with-digital-
marketing [Accessed: 3 September 2019].

Brand Features. (2018) Global Furniture Market 2018 Designing the Luxurious Future Trends, Growth, Revenue
Analysis, Top Companies (IKEA, Masco (USA), Durham) and Forecast Till 2023 [online]. Available at:
https://www.reuters.com/brandfeatures/venture-capital/article?id=56785 [Accessed: 3 September 2019].
Hollensen
Chaffey, D. (2015) Digital business and e commers management strategy implementation. 6th ed. Harlow:
Pearson.
Daily Ft. (2019) Sri Lanka’s growth path to a high-income economy [Online]. Available at:
http://www.ft.lk/columns/Sri-Lanka-s-growth-path--to-a-high-income-economy/4-683457 [Accessed: 05
September 2019].
Daily Ft. (2018) Investment opportunities in Colombo Port City showcased [Online]. Available at:
http://www.ft.lk/business/Investment-opportunities-in-Colombo-Port-City-showcased/34-651568 [Accessed: 05
September 2019].
 REFERENCE

Daily News. (2016) Housing demand rising in the city [Online]. Available at:
http://www.dailynews.lk/2016/07/26/business/88491 [Accessed: 05 September 2019].

Daily News. (2017) Colombo most suited to be South Asia’s commercial hub: Port City official [Online]. Available
at: http://www.dailynews.lk/2017/03/31/local/112120/colombo-most-suited-be-south-asia%E2%80%99s-
commercial-hub-port-city-official [Accessed: 05 September 2019].
Hollensen
Forbes. (2019) The World's Most Valuable Brands [online]. Available at: https://www.forbes.com/powerful-
brands/list/ [Accessed: 3 September 2019].

Hollensen, S. (2011) Global Marketing A decision-oriented approach. 5th ed. Harlow: Pearson.

Ikea. (2014) People & Planet Positive IKEA Group Sustainability Strategy for 2020 [online]. Available at:
https://www.ikea.com/ms/en_AU/pdf/reports-downloads/sustainability-strategy-people-and-planet-
positive.pdf [Accessed: 3 September 2019].
 REFERENCE

Ikea. (2018) This is IKEA Oct 2017 [online]. Available at: http://highlights.ikea.com/2018/facts-and-
figures/home/This_is_IKEA_Oct_2017.pdf [Accessed: 3 September 2019].
Ikea. (2019) IKEA facts and figures 2018 [online]. Available at: http://highlights.ikea.com/2018/facts-and-
figures/home/index.html [Accessed 3 September 2019].

Ikea. (2019) Reaching more of the many people [online]. Available at: http://highlights.ikea.com/2018/facts-and-
figures/reaching-more-of-the-many-people/index.html [Accessed: 3 September 2019].
Hollensen
International Franchise Association. (2017) Franchising and e-commerce: which online business model is right for
you? [Online]. Available at: https://www.franchise.org/franchise-information/franchising-and-e-commerce-
which-online-business-model-is-right-for-you [Accessed: 05 September 2019].

Jonsson, A. and Foss, N.J. (2011) International Expansion Through Flexible Replication: Learning from the
Internationalization Experience of IKEA [Online]. Available at:
https://www.researchgate.net/publication/228118841_International_Expansion_Through_Flexible_Replication_
Learning_from_the_Internationalization_Experience_of_IKEA [Accessed: 05 September 2019].
 REFERENCE

Jump Six Marketing. (2019) Ethical Issues in Digital Marketing [online]. Available at:
https://jumpsixmarketing.com/ethical-digital-marketing-part-1-issues/ [Accessed 3 September 2019].

Lanka business online. (2018) Sri Lanka’s retail industry to be a prominent and important pillar of the economy
[Online]. Available at: https://www.lankabusinessonline.com/sri-lankas-retail-industry-to-be-a-prominent-and-
important-pillar-of-the-economy/ [Accessed: 05 September 2019].
Hollensenand Technological Cooperation Agreement
National Chamber of Exporters of Sri Lanka. (2018) Economic
[online]. Available at: http://www.nce.lk/economic-and-technological-cooperation-agreement-etca/ [Accessed:
3 September 2019].
Statista. (2019) IKEA - Statistics & Facts [online]. Available at: https://www.statista.com/topics/1961/ikea/
[Accessed 3 Sep. 2019].

Sunday Times. (2012) Sri Lanka has second largest expat population in the world [Online].Available at:
http://www.sundaytimes.lk/120729/business-times/sri-lanka-has-second-largest-expat-population-in-the-world-
6980.html [Accessed: 05 September 2019].
 REFERENCE

Sunday Times. (2017). New e-commerce laws major boost to Sri Lankan trade and commerce [Online]. Available
at: http://www.sundaytimes.lk/171029/business-times/new-e-commerce-laws-major-boost-to-sri-lankan-trade-
and-commerce-265516.html [Accessed: 05 September 2019].

The Guardian. (2019) Sri Lanka ranked top country for travel in 2019 by Lonely Planet [Online]. Available at:
https://www.theguardian.com/travel/2018/oct/23/sri-lanka-ranked-top-country-for-travel-in-2019-by-lonely-
planet [Accessed: 05 September 2019].
Hollensen
The world bank. (2019) Overview [Online]. Available at:
https://www.worldbank.org/en/country/srilanka/overview [Accessed: 05 September 2019].

U.S Department of commerce. (2019) Sri Lanka - Trade Agreements [Online]. Available at:
https://www.export.gov/article?id=Sri-Lanka-Trade-Agreements [Accessed: 05 September 2019].

U.S. Department of Commerce. (2019) Sri Lanka - Market Opportunities [Online]. Available at:
https://www.export.gov/article?id=Sri-Lanka-Market-Opportunities [Accessed: 05 September 2019].

U.S. Department of Commerce. (2019) Sri Lanka – eCommerce [Online]. Available at:
https://www.export.gov/article?id=Sri-Lanka-eCommerce [Accessed: 05 September 2019].
ANNEXURE
ANNEXURE

Hollensen
ANNEXURE

Hollensen
ANNEXURE

Hollensen
ANNEXURE

Hollensen