BA (Hons) Marketing – 3rd year
Mathieu Chomarat: 06110827 Portobello College
Year 2006-2007
International Marketing Strategy
Assignment 2: Ikea Case Study
Lecturer: Carmel Gernon Room: F6
Table of Contents
A Brief Introduction to the essay: 1
Macro-environment of Ikea in Brazil: 1
Politic and legal environment: 1
Economical environment: 2
Social environment: 3
Technological environment: 4
Environmental factors: 4
Market strategy entries: 4
Wholly owned stores: 4
Joint venture: 5
Strategy recommended: franchising 6
Success factors in Brazil 7
Know how to attract new customers 7
Be able to sell good quality products at a low price 7
Adapt the experience in the retailing to a new market 8
Understand the reasons that make Ingvar Kamprad reluctant to enter a new market: 8
Bibligraphy 9
Appendix 1: Brazil maps 10
Appendix 2: Diary 11
Number of words: 3,324
A Brief Introduction to the essay:
With 237 stores around the world and a turnover of € 17.6 billion, the Swedish company Ikea is the world leader in home furnishings[ Ikea’s Fact and Figures 2006, from Ikea’s website at http://franchisor.ikea.com/ ...