Marketing - Ikea Case Study

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Case Study 3 – IKEA Invades America IKEA is one of the top sellers in furniture goods around the world. Its entrance into the American culture with its products was not successful at first. In 2002 IKEA understood as to why Americans were refusing to buy new furniture. American ideologies were stuck with their reluctance to buy new furniture and buy furniture just once in a lifetime. A selling point for the American stores was that the furniture came assembled and some stores would even offer delivery services free of charge or with some fee. In America delivering assembled furniture took time and came at a higher cost. Taking into account the cultural barriers that reflected the sales of the IKEA products in America, IKEA started to pay close attention to customer complaints. The advantage for IKEA was that they were able to solve the problem by paying close attention to market research and thus improve its offering to the US markets. The product lineup and merchandising was then adjusted. The disadvantage to this was the recurring price to launch a high-profile advertising campaign is to have Americans change their sense of furniture lasting forever. IKEA has become one of the largest furniture retailers in America. Now that IKEA has become well accomplished in the US market one recommendation would be that IKEA cater to a more high-end consumer by creating a luxury brand in their category. In order for IKEA to succeed in its expansion plan to the luxury market they must create a new brand. For example this brand could be called IKEA’s Luxury Touch. IKEA will have to create a new infrastructure, a new advertising campaign and focus on services. With this in mind IKEA will be able to further expand its business in the American

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