Publisher's Synopsis
Seminar paper from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, International School of Management, Hamburg Campus, language: English, abstract: This case study provides information about Ikea's growth strategy which is based on a cost leadership with high degrees of standardization and only a few local adaptations. Applying growth drivers, marketing mix and internationalization strategy, the case gives profound insights into the company's success and how it was achieved. Key value of the case involves critical assessment of Ikea's internationalization and recommendations to maintain growth. Outcome of the study was that Ikea is dependent on certain growth drivers that include company values, prices, product range, places of distribution and advertisement on the internal side of the company and governmental actions, growth of the population, mergers and sustainability on the external side of the company. Ikea's growth strategy seems to be very successful. Nevertheless, the company has to face several challenges regarding its internationalization process. Through governmental regulations, too superficial market research and different tastes of customers that lead to a necessary adaptation to local circumstances, Ikea needs to avoid being outperformed by its competitors.
