[마케팅원론]이케아의 해외진출 성공사례 case study
- 최초 등록일
- 2012.11.08
- 최종 저작일
- 2012.09
- 2페이지/
MS 워드
- 가격 1,000원
![할인쿠폰받기](/images/v4/document/ico_det_coupon.gif)
소개글
이케아의 전략과 성공사례에 관한 레포트입니다.
마케팅원론 수업에서 A+ 받은 레포트이며, 필요하신 분들에게 도움이 되었으면 좋겠습니다.
목차
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본문내용
Sweden’s IKEA
Originally established in the 1940s in Sweden by Ingvar Kamprad, IKEA has grown rapidly in recent years to become one of the world’s largest retailers of home furnishing. In its initial push to expand globally, IKEA largely ignored the retailing rule that international success involves tailoring product lines closely to national tastes and preferences. Instead, IKEA stuck with the vision, articulated by founder Kamprad, that the company should sell a basic product range that is “typically Swedish” wherever it ventures in the world. The company also remained primarily production oriented; that is, the Swedish management and design group decided what it was going to sell and then presented it to the worldwide public- often with very little research as to what the public actually wanted. Moreover, the company emphasized its Swedish roots in its international advertising, even going as far to insist on a “Swedish” blue and while color scheme for its stores.
참고 자료
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