For this assignment, write at least a 1500 word research paper using the CASE 2-1 IKEA USES MARKET RESEARCH (attached) TO ADAPT FOR GLOBAL MARKETS located, in PART 2 CASES section the textbook. Address the following topics and case study questions:
CASE 2-1 IKEA USES MARKET RESEARCH TO ADAPT FOR GLOBAL MARKETS
IKEA spends a considerable amount of time researching new markets before entering them. What are some issues that IKEA should be considering?
Chapter 2 discusses individual versus collective other-oriented values.
China is one of the countries discussed in this case. On face value, would you expect China to have a more individual or collective orientation?
The text discusses how cultural values evolve and individualism is on the rise in some Asian countries, especially among younger consumers. What evidence do you see in this case of both individualism and collectivism?
Another cultural value discussed in Chapter 2 is tradition/change. In most of the cultures described in this case, it is traditional for furniture to be already assembled upon purchase, and perhaps even delivered.
In which of the countries mentioned in the case would the consumers likely have the hardest time dealing with the change of purchasing furniture in a flat-packed form that needs assembly?
How does IKEA overcome this discomfort?
IKEA’s model of purchasing furniture that is flat-packed and then assembling it yourself at home is a new and different way of doing things for consumers in many countries.
In terms of innovations (see Chapter 7), what type of innovation would this be considered?
Does your answer for part a change if the furniture is delivered and assembled or installed by IKEA?
Consider the 10 factors that affect the spread of innovations discussed in Chapter 7 (see Table 7–3 for quick reference).
Which of these factors would play a positive role in how quickly acceptance of shopping for furniture using the IKEA model would spread? Explain your answer(s).
Which of these factors would play a negative role in how quickly acceptance of shopping for furniture using the IKEA model would spread? Explain your answer(s).
Perform a search on the Internet to discover the list of countries where IKEA is currently located (hint: in 2018, there are 30). Find a country that is not listed and imagine that you are an executive at IKEA. Brainstorm ideas of how you would need to adapt the products, communications, pricing, etc. to fit the culture of your chosen country.
Chapter 5 discusses marketing to the Hispanic subculture in America. IKEA made an effort to better understand American Hispanics in California through ethnography.
What adaptations did IKEA make to better target the American Hispanic segment?
Based on your knowledge of this subculture from reading the text and your personal experiences, what suggestions would you give a marketing manager at IKEA to best target this segment?
Your research must also include at least 4 additional academic (e.g., journal articles) resources in addition to your textbook to support your conclusions)