[A+영어-영문 레포트] Case Study on IKEA - 이케아(IKEA)의 글로벌화 과정, 마케팅,현지화전략

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[A+영어-영문 레포트] Case Study on IKEA - 이케아(IKEA)의 글로벌화 과정, 마케팅,현지화전략에 대한 보고서 자료입니다.

목차

1. Introduction
2. Executive Summary IKEA
3. How did IKEA manage to go from local to global?
4. Which strategy and objective did the company follow to be today’s most successful retailer on the home furniture market?
5. How did IKEA go from local to global?
6. IKEA’s Global Strategy:
7. What were IKEA’s strategies and objectives to grow global?
8. Conclusion

본문내용

Introduction
Nowadays there are a lot of businesses around the world, which are expanding and going global. This means, if you want to build your own business you have to come up with an unique idea, like the founder of IKEA did, otherwise you might end up failing. Besides creating a unique product, you have to know, what kind of customers are going to be your target. The company needs to study the customer’s needs, habits, culture and traditions. Furthermore, if you want to go not only local, but global, you have to understand the market you are about to enter.

Trade barriers and tariffs decreased during the last decades, which enhanced competition in every industry. A corporate strategy with fixed objectives became an essential key to success. Buying patterns of consumers have changed which makes it crucial to adapt business strategies to stay competitive in a globalized world. . It has become such global that different local cultures meet one another and interact. Instead of national identities, there exist world citizens with collective identities who create common markets and complicated networks of relations.

키워드

IKEA,   이케아,   글로벌전략,   marketing,   globalization,   이케아 마케팅,   영어,   영문