IKEA’s International Marketing Strategy in China
AUTHOR: DAVIDSON OTIENO OMONDI IKEA’s International Marketing Strategy in China Introduction The multinational furniture corporation, IKEA, has a global presence in more than 50 countries. The case of its entry into the Chinese market serves as a significant illustration of how macro-environmental factors can exert an influence on a firm's activities in an overseas market. This study aims to analyze the strategies employed by IKEA to overcome obstacles such as product imitations, pricing, and cultural disparities, which enabled the company to effectively penetrate and establish a foothold in the Chinese market. Furthermore, an examination will be conducted on how IKEA modified its marketing tactics and environmentally conscious methods to meet the demands of the Chinese market. Ikea’s International Marketing Approach IKEA bases its strategy for marketing internationally mostly on standardization, with some modest adjustments made to meet local requirements (Sahu and Purkaya...