BENEMÉRITA UNIVERSIDAD AUTÓNOMA DE

PUEBLA

FACULTAD DE ADMINISTRACIÓN

LICENCIATURA EN ADMINISTRACIÓN DE
EMPRESAS

ENGLISH FOR MARKETING AND SALES

STUDY CASE
IKEA

ALUMNA
JESSICA CASTRO CASTAÑEDA

PUEBLA, PUE. AUTUMN 2023

 IKEA CASE

Questions for analysis

1.What allowed IKEA to succeed with a relatively standardized product and product line in
a business with a strong cultural influence?

 I consider that they are mainly their sellers since they are young people, educated,
liberal with respect to their cultural values, they are white-collar workers, who are
not concerned about the status of the buyer.
Secondly, I consider that what allowed IKEA to be successful was that they have a
wide assortment of products, which are adaptable to each country.
And finally thirdly, I think it was due to the fact that they have low cost, the
location of the stores and the “do it yourself” marketing approach.

Should adaptations to this strategy in the US market be considered a defeat to this

approach?

 No, since it showed that not all countries are going to have the same tastes, needs,
nor are they going to occupy what other countries, this helped them to expand and
adapt to their clients in each country.

2.What characteristics of “young people of all ages” are universal and can be exploited
through a global/regional strategy?

 The low price. Most items must be assembled by the customer. The furniture
designs are modern and light. Mail purchase service is offered. The company tries
to keep its price-image constant. The advertising is attractive. Media options vary
based on each market

3.Is IKEA destined to succeed wherever it is established?

 I think so, since the experience he had in the United States was enough to start
creating his new formula, which can adapt his products depending on the culture,
tastes and needs that each place requires.