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Strategies adopted in the International Market: The case of IKEA in France
Högskolan i Skövde, Institutionen för teknik och samhälle.
Högskolan i Skövde, Institutionen för teknik och samhälle.
2007 (Engelska)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
Abstract [en]

This Bachelor degree thesis deals with the strategies that IKEA has adopted in France since its establishment up to now. It is essentially based on interview with the person responsible for the public relations of IKEA France. But, other sources were used concerning our empirical findings: IKEA’s brochures, surveys from researchers… The purpose of the thesis is to explain and illustrate how a company succeeded to establish abroad, by applying a domestic concept. This issue is of importance because it provides information for the reader who would like to know how a company can be export all over the world by adapting its policy to the local specificities. It identifies and gives explanations about the marketing strategies implemented to export the IKEA concept to the French market.

sted, utgiver, år, opplag, sider
Skövde: Institutionen för teknik och samhälle , 2007. , s. 49
Emneord [en]
IKEA;strategy;adaptation;standardization;SWOT;marketing
HSV kategori
Identifikatorer
URN: urn:nbn:se:his:diva-85OAI: oai:DiVA.org:his-85DiVA, id: diva2:3264
Uppsök
samhälle/juridik
Veileder
Examiner
Tilgjengelig fra: 2007-06-19 Laget: 2007-06-19

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