Furniture Case Study

IKEDA Invades in America: Challenges in America Americans typically suck the brain that piece of furniture should last a life sentence time, which is not in-line with IKEAs survey that does not include enduringness in its products. thusly to accession food commercialiseplace tract in America, IKEA must vary the Americans stead towards furniture as something gaiety and disposable, furniture is something that add value to lifestyle without incurring to a fault much cost. some other challenge that IKEA faces in America is divers(prenominal) consumer preferences and needs. IKEA originated in the Scandinavia has to modify its products to subject Americas furniture market. To expand total market size, IKEA should drug abuse both refreshing market portion and market penetration strategies. First, it should discussion section the market to middle-upper class. This particular segment includes young, educated, advanced mobility home makers that reside in sub-u rban America. They are typically open minded and technology labor which suits IKEAs trade name image and offerings. Second, IKEA should find overbold users, uses and increase usage the great unwashed of its current customers. To do so, it should shape up 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 bench mark and focus on its niche. IKEA should benchmark its products against hi-end furniture retailers in th e US. It should as well avoid head-on compe! tition against both high and 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 apiece 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, pitch it on our website: BestEssayCheap.com

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