Bachelor Thesis in Business Administration
One Design Suits All’
Case Study of IKEA in Shanghai, China
In today’s time of globalization, for a company to be successfulin foreign markets, it is important for a company to adapt itself to the local market preferences. However Ikea, the Swedishcompany sells a “typically Swedish” mix of homogeneous products worldwide and does not adapt to local market preferences. China is a culturally diverse market compared tothat of Sweden. Ikea continues its standardization strategy inShanghai, China.
The aim of our thesis is to investigate the consumers perceptiontowards Ikea’s standardized marketing mix strategy, inShanghai.
We have used qualitative as well quantitative method in thisthesis. The primary data (through questionnaire and telephoneinterview) and secondary data (from literature, articles, companyreports and internet, have been gathered to get information onstandardization strategy of Ikea, in Shanghai.
We have found out that Ikea has succeeded quite wellwith its standardization strategy in Shanghai. Although there isno product specially designed for the local market, the typicalSwedish designed products are highly appreciated by theconsumers in Shanghai. The consumer’s acceptance towards thisstandardization strategy is rather positive.