IKEA's Global Marketing Strategy

Kamprad's humble beginnings (he was the son of a farmer) had created a unique IKEA culture that was founded on respect for money and an innovative mindset. Kamprad was known for his frugal habits. He flew economy class, he would take the metro to work, drive a ten-year-old second-hand Volvo and avoid designer suits.

This attitude trickled down to the co-workers, who would ensure minimal wastage and cost cutting at every level. As a result, IKEA came up with products that were aesthetically designed and were still available at affordable prices. This aspect greatly enhanced the brand image of IKEA, which was perceived as a company that believed in social equality...

The IKEA products were themselves beautifully crafted and appealing, and even their stores were so constructed as to enthrall shoppers. The blue-and-yellow buildings was generally 300,000 square feet in size and each store stocked about 7,000 items, from kitchen cabinets to candlesticks.

IKEA targeted middle class customers worldwide. IKEA made shopping easy for customers. For example, right at the entrance of the store, customers could drop their kids at the playroom which had many types of safe play equipment, and then shop on their own in a leisurely manner. The stores were constructed in the form of a circle, to allow shoppers to view all sections of the store...