Ikea Case Study Example | Topics and Well Written Essays - 250 words

Ikea - Case Study Example For example, company can decide which consumer segments to target? Which suppliers should be selected? Whether to use marketing intermediaries or not? However, social, cultural, political, technological and economical factors cannot be influenced. 3. Look at Figure 2.4 on the role of SBUs and the accompanying discussion. How might your chosen company go about developing some strategies in each of the boxes: penetration, market development, product development and diversification? IKEA started its operations in 1943 and until 1960s and 1970, company pursued market penetration strategy in Sweden (IKEA). After achieving significant position in Sweden, company pursued Market development strategy and entered into new market of Switzerland, Germany, Asian countries, Canada and USA. After getting a huge popularity in furniture markets, IKEA pursued Product Development strategy by starting IKEA Food and Restaurants in its existing markets. Today, IKEA has built a strong image in the minds of consumers, therefore, by pursuing diversification strategy, company can future expand into new

Global marketing management Assignment Example | Topics and Well Written Essays - 1500 words

Global marketing management - Assignment Example Brand name of M&S is considered as a status symbol. In the past years results show that M&S has been one of the most successful companies in London stock exchange. The financial position of M&S is quite impressive and profitability figures are commendable. M&S holds a spectacular position in consumer market and is the ultimate choice of people (Karol, 1985) (Peter, 2011) states that Georgia is one of the most booming economies in Europe. The country showed a lot of promise in the economic sector as it moved from 112th to 18th position in the countries where business has minimal restrictions. Georgia has proved to be an ideal place for investment and thus World Bank depicted is as the supreme economic reformer of the world. Georgia has been historically famous for the business activities and currently they have done immense development in transportation sector so that business growth would be ensured. Every company requires some strong marketing proofs and financial proclamation to enter into a new geographical boundary. Hence to support M&S entrance into Georgia, different marketing tools and techniques will be applied to support the arguments. In this regard PEST Analysis, SWOT analysis, Porters five forces and Competitor Analysis will be applied. These models, tools and techniques will depict that whether M&S should enter into Georgia or not. PEST analysis is the primary marketing tool which illustrates various segments of a region and becomes an essential tool in the decision making of a business. PEST is an abbreviation of political factors, economic factors, socio-cultural factors and technological factors. Following are the deductions from PEST analysis. (Tbilisi, 2012) points out that the political situation of Georgia is very stable and encouraging. It’s a democratic state and laws have been made which guarantee the safety of foreign direct investment. The elections of October 2012 brought previous opposition to form new government