Case Study
Examination Specifics:
- Read the case study and answer all four questions
- This is an individual piece of work
- Weighting: 60% towards final grade
- Please use the Harvard Referencing System for referencing requirements
- Total wordage: 4000 words
IKEA: A Long March to the Far East
Questions
1. Based on your analysis, what are the opportunities and challenges for IKEA in their market operations in (a) China; and (b) Japan?
2. In reference to Topic 6, discuss the market entry strategies that IKEA adopt in China and Japan respectively.
3. In reference to Topic 4 & 5, what are IKEA product, pricing, marketing communication and distribution decisions in the two Asian markets? To what extent these marketing mixes have been adapted to the preferences and needs of these markets?
4. For each of these markets, plan, discuss and justify what, in your opinion, IKEA's marketing strategy should be in the near future to gain market shares and achieve higher profitability.