Case Study- IKEA: A Long March to the Far East

Questions

1. Based on your analysis, what are the opportunities and challenges for IKEA in their market operations in (a) China; and (b) Japan?

2. In reference to Topic 6, discuss the market entry strategies that IKEA adopt in China and Japan respectively.

3. In reference to Topic 4 & 5, what are IKEA product, pricing, marketing communication and distribution decisions in the two Asian markets? To what extent these marketing mixes have been adapted to the preferences and needs of these markets?

4. For each of these markets, plan, discuss and justify what, in your opinion, IKEA's marketing strategy should be in the near future to gain market shares and achieve higher profitability.