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Ikea's Marketing Strategies in Uk and China

Autor:   •  February 18, 2016  •  Case Study  •  6,667 Words (27 Pages)  •  1,367 Views

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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        

...

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