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IKEA Entering Russia Case Study
Pages 6 (1506 words)
Name: Tutor: Course: Number: Date: IKEA: Entering Russia IKEA is one of the world’s largest produces and retailer of high quality, but inexpensive furniture. The company’s top-level managers attribute its global success to effective pricing strategies, product differentiation, and its excellent experience in furniture retailing.
The company’s mission is to provide a wide range of stylish, durable, and less expensive furniture. Its market positioning statement, on the other hand, is “your partner is better alive. We do our part do yours. Let us save money together”. Marketing mix The company has put into consideration various marketing elements in its efforts to meet its customer needs including the product, distribution strategy, price, and communication strategy. IKEA’S pricing strategy is based on its desire to be the global price leaders in furniture items. Its products retail at prices 30 percent below the market rates. The company’s pricing is standardized and applies to all its stores across the world; and the only difference is due to exchange rate fluctuations. The company has been able to achieve competitive prices because of economies of scale attained while purchasing raw materials, locating its retail shops in suburban areas, and its effective distribution strategy. Low pricing has contributed significantly to the company’s market share growth. Another key contributor to the low pricing is its long-term healthy relationship with its suppliers. The company products are not only less expensive, but also stylish and of high quality. ...
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