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Title of the paper: IKEA in Saudi Arbia

Course code: MGT 380

Name: Muhammad Hashaam

Registration: SP20-BBA-073

Semester: FA20-BBA-A (6th Semester)

Comsats University (Lahore Campus)

Faculty of Management sciences

Department of Management Sciences

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TABLE OF CONTENT

Justification of the problem:

Research Question:

Research Objectives:

Literature review:

Model discussion:

Analysis:

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1.JUSTIFICATION OF THE PROBLEM
IKEA’s Women picture free catalog issued in Saudi
Arabia in fall 2012, was fully failed to protect the
company’s reputation and value internationally.

2. RESEARCH QUESTIONS
 Why IKEA remove the women from its
catalog (fall 2012) just in Saudi Arabia?
 If the removal women from catalog in Saudi
Arabia was important, why they do not
remove men also to maintain its value
standards?
 Why IKEA compromise on their values just
to maintain its market in Saudi Arabia?
 Why IKEA did not replace women with men
in the catalog, just like they did in their ads
(2010)?
 Why did IKEA did not put women in
catalog with full traditional dress and
headscarf instead of obliterating women
from it?
 How do IKEA overcome the threats of
boycott products in its home market?
 How will IKEA Inter System respond to all
this globally criticism?

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 3.RESEARCH OBJECTIVES
 Metro (Swedish Newspaper) revealed Inter
IKEA had obliterated all images of women
from its catalog (Fall 2012) for Saudi
Arabia.
 IKEA compromise its own values in Saudi
Arabia.
 Adoption of Saudi culture (in terms of
gender) in IKEA and its result.
 Reaction of the Saudi Media and the
Swedish Media.
 Threats from consumer to boycott IKEA’s
product in Home Market.
 Work strategy of IKEA in Saudi Arabia and
its impact on IKEA’s home market
(Swedin).
 The Global criticism on IKEA and its
response to this complex situation.

4.LITERATURE REVIEW

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