case analysis - Samantha Perez IKEA Case Analysis 19-19...

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Samantha Perez March 23, 2017 IKEA: Case Analysis 19-19 . Over all, Ikea has a global strategy with specific strategies towards each region. They have found that a general sales formula works in most markets which allows them to expand more easily globally, but in different markets Ikea will adjust its marketing mix in order to meet its local consumer needs in that targeted area. 19-20 . Ikea uses product adaptation quite frequently in its global strategy to help a product meet local conditions or wants in foreign markets. For example when Ikea initially opened its U.S. store, their bed and mattress sales were suffering until they figured out that American consumers desired different bed characteristics than those of Ikea’s original market. Therefore causing them to alter its composition which resulted in positive sleep product sales. Ikea also applies straight product extension when referring to their most simple design products that have transcended through decades and remain as top selling items how Ikea has intended customers to enjoy them.

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