검색어 입력폼

[마케팅]Ikea Invades America

저작시기 2006.05 |등록일 2006.11.11 워드파일MS 워드 (doc) | 7페이지 | 가격 3,000원

소개글

마케팅 강의 수강 중 제출했던 Ikea 케이스 스터디입니다. (영문 7P)
유럽에서 High Brand Awareness를 누리고 있는 Ikea가 미국 시장에
진출해야 하는지, 진출할 경우 어떤 Research와 Adaptation등이 필요한지
분석하고 있습니다.

목차

1. Initial Analysis
2. A. Total Customer Cost
B. Product value
C. Segmentation and Targeting in the New Market
D. Analysis
3. Conclusion

본문내용

Initial Analysis

Despite the success it enjoyed throughout Europe, Ikea faced several stumbling blocks upon entering the United States, and so struggled with retailing in the new western market. Several factors contributed to these early trials, and we will analyze each factor as we illustrate this marketing business case. In the end, we will conclude with where we think Ikea should consider going next as it continues to adapt in the Unites States.
The first reason for Ikea’s struggles relates to the incorrect market research it conducted on the United States, or the total lack of research altogether. This was damaging because the lifestyle in the United States contrasted heavily with that of Europe. For example, German people often changed furniture every few years, while American customers, despite being known as the major consumers around the world, held a very conservative approach. With all of these factors overlooked, Ikea discovered their products didn’t fit the needs of western consumers only after they began to conduct business
다운로드 맨위로