IKEA in China: A “Glocal” Marketing Strategy

Abstract

The present case study examines a strategic issue encountered by IKEA, the giant Swedish furnish company, while expanding into the Chinese market. After years from its entrance in the Asian country, IKEA was still struggling to achieve positive finiancial results. A lack of understanding of the local peculiarities of the market prevented the company from implementing an adequate targeting strategy and occupying a strong competitive position in the market. As a consequence, the global marketing strategy adopted proved to be a failure in the Chinese market. IKEA was thus forced to reconsider not only its marketing strategy but also the universality of its business proposition.