For example, company can decide which consumer segments to target? Which suppliers should be selected? Whether to use marketing intermediaries or not? However, social, cultural, political, technological and economical factors cannot be influenced.
3. Look at Figure 2.4 on the role of SBUs and the accompanying discussion. How might your chosen company go about developing some strategies in each of the boxes: penetration, market development, product development and diversification?
IKEA started its operations in 1943 and until 1960s and 1970, company pursued market penetration strategy in Sweden (IKEA). After achieving significant position in Sweden, company pursued Market development strategy and entered into new market of Switzerland, Germany, Asian countries, Canada and USA. After getting a huge popularity in furniture markets, IKEA pursued Product Development strategy by starting IKEA Food and Restaurants in its existing markets. Today, IKEA has built a strong image in the minds of consumers, therefore, by pursuing diversification strategy, company can future expand into new