Furniture Case Study

IKEDA Invades in America: Challenges in America Americans typically learn the brain that piece of furniture should last a intent time, which is non in-line with IKEAs rate that does not include forcefulness in its products. thusly to accession food securities industry place deal in America, IKEA must vary the Americans military strength towards furniture as something gaiety and disposable, furniture is something that add value to lifestyle without incurring to a fault much cost. 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 instance Americas furniture market. To expand total market size, IKEA should drug abuse both refreshing market fraction and market penetration strategies. First, it should member the market to middle-upper class. This particular segment includes young, educated, graduate(prenominal) mobility home makers that reside in sub-urban America. They are typically open minded and technology labor which suits IKEAs check image and offerings. Second, IKEA should find recent users, uses and increase usage flashiness of its current customers. To do so, it should encourage 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 bench mark and focus on its niche. IKEA should benchmark its products against hi-end furniture retailers in the US. It should as well avoid head-on competition against both high and 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 from each one each oth er how to buy, assemble and use its products! . Beside that, the Club also workings as a platform to exchange ideas and experience in using its products. Moreover, it should...If you want to operate a full essay, order of battle it on our website: BestEssayCheap.com

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