Case Summary – IKEA’s Strategy (Literature & Language Essay)

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December 22, 2020
Case Summary – IKEA’s Strategy
The case study on IKEA’s marketing approach revolves around the revolutionary strategy and focus that its founder Ingvar Kamprad has utilized to establish his business in line with his roots. First, the case study discussed IKEA’s current production chain and consumer base all over the world. It reported that by 2018, the company has a staggering amount of “10,000 products in 422 stores in 50 markets”. Accordingly, the case demonstrated that the company’s service and offerings are unique compared to various types of competitors (i.e., multi-national furniture retailers, non-specialist companies, small and/or specialized retailers, among others) is because of its wide selection of furniture, all of which are lower in price compared to others. The lower markup of the company for its products is one of the main reasons for its huge success.
Specifically, however, the ...