Which features of the “young people of all ages” are universal and can be exploited by global/regional? strategy?
Answers
• As we know, the principal target market of IKEA, is composed of people who are young, highly educated, liberal in their cultural values, professional workers, and not especially concerned with status symbols, which is similar across countries and regions in which IKEA has an existence. As to achieve IKEA’s mission is to offer a wide range of home furnishing items of good design, function, excellent quality and durability, at price so low, IKEA targets the customer who is looking for value and is willing to do a little bit of work serving themselves, transporting the items home and assembling the furniture for a better price. The matches IKEA customer is young low to middle-income family. Modern and simple life style of IKEA’s design is certainly attracted of its target market.
• The target market of young people in IKEA is the typical of global company that the similarities are come into view in each of countries market. IKEA advertisement used television, magazines, billboards and newspapers, but all markets had the same advertisements, whether it was in California or New York. IKEA no longer uses this technique. IKEA now has different commercials for different regions in the world. This is another example of how their global strategy had to be changed. Nevertheless, IKEA also has marketing strategies for different types of consumers within different regions. For Instance, in April, the IKEA in Singapore held an innovative promotion. They held a sleepover in the store for 100 guests. Customers were allowed to spend the night on the bed of their choice and in the morning, they were given the option of purchasing the bed at a 50 percent discount. The promotion was used to introduce the smaller framed Asian customers to the European sized