ikea 이케아 마케팅전략(영문)

ikea 이케아 마케팅전략(영문) ikea 이케아 마케팅전략(영문).pptx 목차 * Company Outline * IKEA’s Concept * Corporate Structure * Timeline of IKEA * Global IKEA * IKEA’s Performance * CSR 1. How is IKEA profiting from global expansion? What is the essence of its strategy for creating value by expanding internationally? 2. How would you characterize IKEA’s original strategic posture in foreign markets? What were the strengths of this posture? What were its weakness? * STRENGTH * WEAKNESS * IKEA @ United States * How’d you characterize the strategy of IKEA today? * Min. Production Costs through outsourcing * Transnational strategy; IKEA CHINA * Marketing strategy * Sales / Marketing * IKEA’s Situation in KOREA * Location selection 본문 _Hard to satisfy local responsibility demands _Highly dependent on suppliers “Where would IKEA have been today, if it was not for the problems faced with Swedish suppliers in the early 1960s?” _Sofa weren’t big enough _Drawers were not deep enough _Glasses were two small _Curtains too short _Kitchen didn’t fit U.S size appliances 본문내용 ; Country of Origin : Sweden / Registration : Netherlands _Company Size; Annual Sales: 21.5 billion euros (2009) Coworkers: Purchasing, distribution, wholesale, range and other(13,800) / Swedwood Group (15,000) / Retail (94,200) 31 trading service offices in 26 countries, and 28 distribution centres and 11 customer distribution centres in 16 countries. _Industry/Products; Furniture Retailer