Furniture Case Study

IKEDA Invades in America: Challenges in America Americans typically watch the brain that piece of furniture should last a bread and butter time, which is not in-line with IKEAs repute that does not include intensity in its products. thusly to accession food trade make out in America, IKEA must vary the Americans bearing towards furniture as something gaiety and disposable, furniture is something that add value to lifestyle without incurring to a fault much cost. another(prenominal) challenge that IKEA faces in America is divers(prenominal) consumer preferences and needs. IKEA originated in the Scandinavia has to modify its products to eccentric Americas furniture merchandise. To expand total market size, IKEA should drug abuse both refreshing market part and market penetration strategies. First, it should share the market to middle-upper class. This particular segment includes young, educated, high mobility home makers that reside in sub-urban America . They are typically open minded and technology labor which suits IKEAs cross out image and offerings. Second, IKEA should find bare-assed users, uses and increase usage raft of its current customers. To do so, it should come on and prepare a new concept of furniture as representative of life style. As life style mixed bags furniture should change too. It should not compete with either high or low-end furniture retailers in U.

S (price and quality), but instead use them as benchmark and focus on its niche. IKEA should benchmark its products against hi-end furniture retailers in the US. It should as well a void head-on competition against both high a! nd low-end furniture retailers. Instead it should position itself as a market loss leader in its niche market. IKEA should co-create value with customers by establishing IKEA alliance. This Club is a computer programme to encourage interaction among IKEAs consumers so they can t distributively each other how to buy, assemble and use its products. Beside that, the Club also workings as a platform to exchange ideas and experience in using its products. Moreover, it should...If you want to operate a full essay, raise it on our website: BestEssayCheap.com

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