Ikea Global Marketing Essay

IKEA crossing cultural boundaries to furnish the globe 1. How has IKEA successfully interchange its home furnishing products in so many countries around the terra firma? Do spheric customer segments truly exist? Ikea targets consumers who tend to have a young mental age that is, people who have a new-fangled outlook regarding the design of home furnishings. Industry analysts have described IKEAs approach as targeting middle-class consumers including first-time home buyers, young families, and people letting their homes that transcend orbicular needs. However, students may argue for forces against ball-shaped segments, such as resistance to international crisscrosss in favour of topical anaesthetic brands and anti-western sentiments. Students may in like manner note cultural/attititudal differences in various product categories that make targeting global segments difficult. 2. How important in its trade is the role of IKEAs Swedish brand image? What be the implications fo r marketing?Students should answer the question in singing to the role of countrified-of-origin effects. These country-of-origin effects influence how consumers rate quality, and sometimes, which brands they will ultimately select. Consumers tend to have an established attitude or even a orientation when it comes to a particular product being made in a particular country. This attitude might be positive, negative or neutral. This plays a critical role in IKEAs marketing strategy, serving to carve up its value proposition from its competitors and position its brand clearly in the minds of consumers. (Hint sybaritic on how Ikea utilizes its C-O-Effect in its marketing efforts)3. To what extent has IKEA practised a standardize strategy versus an adapted strategy in its global strategy? What are the advantages and disadvantages of this approach?IKEAs products are manufactured, packaged, and positioned the same way regardless of the country in which they are sold to a global segmen t.However, IKEA come ins its advertising to consumers where absolutely necessary for various country markets, and has created varied versions of their products to appeal to cultural preferences. The major(ip) advantages of IKEAs global standardised strategy are 1. Cost nest egg/Mass Production2. 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 specific cultural needs and sensitivities of different markets. 2. Limited selection of advertising appeals for some markets to arouse the attention of local consumers.4. Some say communications, especially the internet and television, enable a global culture to be broadcast to all societies. Are the cultures of the world bonny more similar or more different? Discuss. Global marketing, travel, popular music, popular culture, networked news media and the internet are all forces pushing the world into a more global culture re sulting in similar consumer behaviour. Students could debate the increasing role of technology as a driver of global media with global television networks and the internet, enabling the transfer of cultures across boundaries and acting as important global promotional tools for global brands.