The Strategy of IKA 宜家战略分析.pptVIP

The strategy of IKEA ● Product strategy ● Low-cost strategy ● Intimate policy ►Product Strategy Market positioning Unique design A wide range Beautiful and durable product Market positioning In Europe: low prices, attractive, durable In China: white-collar workers who want to buy luxuries, but can not afford the high prices Three points : 1.IKEA meets the psychology of Chinese white-collar crowd as a global brand . 2.On every corner and philosophy IKEA stores are full of different cultures 3.IKEK allows the customers to assemble their own furniture