How different is different? IKEA's challenge to appeal to local tastes globally.
Brief information about IKEA company.
IKEA is a privately held, international home products company that designs and sells ready-to-assemble furniture such as beds, chairs, and desks, appliances and home accessories. The company is the world's largest furniture retailer.
Founded in 1943 by 17-year-old Ingvar Kamprad in Sweden, the company is named as an acronym comprising the initials of the founder's name (Ingvar Kamprad), the farm where he grew up (Elmtaryd), and his hometown (Agunnaryd, in Småland, South Sweden).
The groups of companies that form IKEA are all controlled by INGKA Holding ., a Dutch corporation, which in turn is controlled by a
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There are 3 idea that IKEA use to differing consumer tastes for relating income class. 1.The lower income groups make lower demands on service than higher income groups 2.The lower income groups welcome IKEA furniture into all rooms of their home whereas the higher income groups generally treat IKEA as more transitional and for the lower-profile rooms of the home 3.The lower income market is larger than higher income market Now the company use customer-focus strategy. The most important aim of the IKEA is to satisfy its customer. The manager of the company say that "in a way our business is people's tastes". 5. How can IKEA manage the paradox that consumers in different parts of the world may celebrate the same themes (e.g. in this case "individuality") when they talk, but at the same time mean completely different things in practice? IKEA manufacture different product for different ethnic groups. IKEA has hired advertising and media agencies who are experts on specific ethnic communities ( e.g. on the Turkish community in Berlin and on the Mexican community in Los Angeles) and know how and where to communicate with these groups. Part of the strategy is slightly adapt the different furniture in ads and in the stores to the preferences expressed by these ethnic groups. In the Mexican communities , gatherings at home often included more than ten people,