Ikea's Marketing Strategies in Uk and China
Autor: Richard Yang • February 18, 2016 • Case Study • 6,667 Words (27 Pages) • 1,496 Views
M67MKT Marketing in an International Perspective
The Company Project: IKEA’s Different Strategies Used In UK and China
Project tutor: Jimmy Wang
Group member’s name:
Yuetianxu Yang 6232230
Wei wu 5913222
Yu Huang 6684200
Ye Yang 5702844
Yanlin Zhang 6626761
Haonan Zhang 5947386
Words count: 5204
Table of contents
Executive Summary
Introduction
Background Information
IKEA UK
IKEA CHINA
Market Environment analysis
PEST analysis of IKEA in UK market
Political
Economical
Social
Technological
PEST analysis of IKEA in China market
Political----the open policy and stability of China's government
Economical----China's high speed development of economy
Social----Changing the way of life
Technical---The Chinese government pay more attention to the development of new products and patent protection
Porter’s 5 Forces Framework for IKEA in UK and China
Rivalry among existing firms
Threat of New Entrants
Bargaining Power of Suppliers
Bargaining power of buyers
Threat of Substitutes
IKEA International Marketing Strategy
Market Segmentation and Targeting
Positioning
IKEA Marketing Mix
Product strategy of IKEA
...