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Theeseeyhasexpaanannualrateofover8pertforthepast30years.Paralleltothis，theesefurryhasgrownvigorously，withalyrisingbyover20pertayear.Legislationtoprivatisehomeoidlyrisinginelevelshavepretedgrowthinthehomeimproveme.AgtoestimatesfromtheCreditSuissegroup，awillbetheworld’ssedlargestfurby2014.Thisdemandhasboosteddomesticprodudalsopromptediionalfururerstoehislucrativemarket.
IKEA，aSwedishfurniturepany，wasoionalpaomoveintoa.Itisamajorfurailerinover40triesaroundtheworldandhasannualsalesofover21billioneuros（IKEAwebsite）.Iteheesemarketin1998withitsfirststoreinBeijipotentialiry，havingalreadyexpaoresaributioethissuccessfulgrowth，IKEAhasfounditselffaumberofgesintermsoflocaldiffereureandbusiness.
&ingIKEAina
&ielytailoredtolotexts.IKEAhaskeptthisnotioninmindwhendesigrategiesandtryioloerswhilemaintainingprofitability.Thepaofipossibleisebetweenstandardisationandadaptationtothelocalmarkets.Itsproductpolicypayscarefulattentioyleahesetofproductattributeseffectively（ArmstrongandKotler，2006）.
&orelayoutsreflectthefloorplanofmaments，andsinyofthesehavebalies，thestoresincludeabalysetrastwithtraditioure，whichisdarkwithmug，IKEAierayle.However，effortshavebeeitsproductstoesetaste.ForihasreleasedaseriesofproductsjustbeforeeaeseNewYear.In2008，theyearoftherat，theseries“Fabler”
wasdesigned，usingthecolourred，whichisassociatedwithgoodluck.
geswerealsomadetosomepres.InSweden，peopleareusedtosleepinginsioputtingtwosihertoformadoublebed.However，thisideawasnotverywellreceivedbyesecouples，duetothefactthatsleepiebedssymbolisesapoorrelationshipabadluaddition，esebrandnamesshouldhavepositiveotations.TheameofIKEA（YiJia）means“fortablehome”
，whichgivesthepanyausefuladvahemarket.
Animportaaileristheservicesitoffers.TheShanghaistore，forinstance，hasa’splaygroundaaurant，whichmakeitdistinctive.However，ersexpectfreedeliveryandinstallation，andalthoughIKEAhasreduceditschargesforthese，itstillparesunfavourablywithitspetitors.
Price
&hepaeredaitstargetmarketleswithanineof5，000-8，000RMBpermonth.Folloriceredusthishasnowbeeofamilieswithjustover3，000RMB.Variieshavebeeoachievethesereduosteffegtosourcelocally.70pertofitsproductssoldinaarehetry（Song，2005）.Furthermore，IKEAreplaceditsthiualcataloguewiththinnerbrochureswhioearfivetimesayear.Thesenotonlytingcostsbutalsogivegreaterflexibilitytoadjustprices.
&yisalsoanimportaheesemarket.InmosttriesIKEAstoresaresitednearmainroads，butasooflikelyersowna，easyaccesstopublisportisvital（Miller，2004）.
&isingplaysanimportaotalpromotionalmix.IKEAusesadvertisiively，withadvertsintheloeerstokeepersinformedofspecialoffers.AllTVercialsareproducedlocallywithesecharacters.Publisisalsovitaltobuildingage.Ina，IKEAcooperatesideFundforNature（WWF）oprojects.Thepanyinsistsonusingeallyfriendlyandrecyclablematerialsforthepagoftheirproducts，aspartoftheireffortstobuildage.
Disd
IKEA’sproductpoliahasbeentosuccessfullystasasmuchaspossible，butalsoueeded.Butithaslearserviceisalsovital:freedeliveryandinstallatioheperceivedrulesinthelocalmarketwhieedstofollow.Ithasfurtherfoundthatitisbettertoloadowntownarea，easilyaccessiblewithpublisport，whenfreedeliveryisnotprovided.
&ionalpanieswhichoperateina，suchasIKEA，faplicatedmarketihanlopabeesdthhlyresearchlocalrequiremehansimplyiandardmodelofbusiness.
&oanswer
（1）.WhathasIKEAdototheesemarket?
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（2）.Giveexamplesofproblemsthepanyhasfathismarket.
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（3）.Whatcouldbedooimprovethecasestudy?
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Activity3-4:Thinkofit
&hereseararketingIKEAinaagainandthinkofthefollowiions.
1.Whataretheadvantagesofingcasestudies?
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2.Whatarethedisadva?
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Activity3-5:Learntochooseagoodcasestudy
Matchthetopitheleftchartwiththecasestudiesgivechart.
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