IKEA's Global Marketing Strategy

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG119 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra


International Marketing
Case Length : 19 Pages
Period : 1998 - 2005
Pub Date : 2006
Teaching Note : Not Available
Organization : IKEA
Industry : Furniture Retail
Countries : Sweden, US and China


The case discusses the global marketing strategies of Sweden based furniture retailer IKEA. It illustrates how IKEA built a global brand and its localization strategies in markets including the US and China. The case also details the relationship IKEA had with its customers and details the company's promotional strategies in global markets. It ends with the challenges faced by IKEA in foreign markets.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


• Understand the role of branding for the success of a company

• Understand the factors that are responsible for creating a global brand image.

• Strategies adopted by IKEA to become successful globally.


  Page No.
Introduction 1
About IKEA 2
Building the IKEA Brand 4
The Founder's Vision 4
Complete Shopping Experience 4
Localization in Global Markets 5
The IKEA Buzz 7
Promotional Strategies 8
The Controversies 10
Exhibits 13


IKEA, International Marketing, Global Cult Brand, IKEA's Culture, Founder's Vision, Shopping Experience, Localization, Do-it-yourself Assembly Concept, IKEA Buzz, Promotional Strategies

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