Marketing in the Global Firm

17. Marke4ng in the global firm

Dr. Holger Siemons

17. Marke4ng in the global firm

 IKEA case study on global marke4ng  Global marke4ng strategy  Targe4ng customer segments and posi4oning  Standardiza4on and adapta4on  Global branding  Global product development  Interna4onal pricing  Interna4onal marke4ng communica4on  Interna4onal distribu4on

Dr. Holger Siemons

17. IKEA case study -­‐ prepara4on

 Increasingly interdependent world  Barriers for trade and interna4onal exchanges diminish  Some new barriers are erected  Many old ones fall  WTO  Cultural dimension remains a barriers  Different tastes, likings, preferences  Different responses to messages  Differently segments markets  Different living styles  The IKEA case study explores how IKEA conducts its marke4ng strategies to appeal to customers cul4vated in a different culture  Combina4on of global marke4ng strategy and local culture Dr. Holger Siemons

17. IKEA case study -­‐ prepara4on  IKEA now has 253 stores in 37 countries  First store in mainland China opened in Shanghai in 1998  It took IKEA over nine years to understand the Chinese market  500 % increase in sales (2000 – 2005)  Ini4ally made li[le profit since