Ikea in China - The Classic Long-term Success Story Built on Localisation
I suddenly realised that, whilst we've featured Ikea prominently in our exam coaching workshops for a couple of years, we haven't linked to the wealth of resources that are out there to help tell & explain Ikea's strategy!Here is a selection of the best - certainly contains everything you need to gather relevant evidence for why Ikea is such a timeless case study.
Celia Hatton's excellent analysis of the formula that has finally brought success to Ikea in China. A superb summary, including her video which will be familiar to students at our workshops!
Good piece explaining Ikea's corporate objective to have 20 stores in China by 2020. Just one part of Ikea's globalisation strategy, but an increasingly important one
A superb headline and an even better article. Fantastic summary of how Ikea's marketing mix in China has been adapted (localisation) to meet the needs and wants of Chinese consumers.