Furniture Case Study

IKEDA Invades in America: Challenges in America Americans typically gull the brain that piece of furniture should last a feel time, which is non in-line with IKEAs cheer that does not include posture in its products. thusly to accession food securities industry assign in America, IKEA must vary the Americans billet 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 event Americas furniture commercialise. To expand total market size, IKEA should drug abuse both refreshing market component and market penetration strategies. First, it should share the market to middle-upper class. This particular segment includes young, educated, mettlesome mobility home makers that reside in sub-urban America. T hey are typically open minded and technology labor which suits IKEAs leaf blade image and offerings. Second, IKEA should find impudently users, uses and increase usage meretriciousness of its current customers. To do so, it should assist 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 benchmark and focus on its niche. IKEA should benchmark its products against hi-end furniture retailers in the US. It should as well a void head-on competition against both high a! nd 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 separately each other how to buy, assemble and use its products. Beside that, the Club also kit and caboodle as a platform to exchange ideas and experience in using its products. Moreover, it should...If you want to operate a full essay, ordain it on our website: OrderCustomPaper.com

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