Ikeas Admittance Strategy In Russia Marketing Essay

Globalisation is the growing style towards worldwide markets in products, capital and labour, unrestricted by obstacles. Globalisation is not really a new process but it has accerelated lately with the fast growth of multnational companies and enlargement of free international trade with the main element feature of Globalisation that contain an impact on business strategy are;

Increased international trade as barriers to trade are reduced.

Growth of multanational businesses in every countries as you can find greater liberty for capital to be spent in one country to some other.

Freer activity of staff between countries.

Direct investment is whenever a business entering a foreign established assembly or manufacturing facilities. Globalisation is having a great effect on the marketing strategies implemented by businesses that operate internationally. One features of globolisation is the fact national and local difference in tastes, culture, fashion and needs are becoming less obvious. According for some analysists (e. g Levitt) "The entire world is now more standardised in the goods and services that it is demanding. If this is true, then the opportunies for companies to make use of technology to gain significant economies of level by selling the same product across the globe are huge. "

Other authors ( e. g Donglas and Wind ) "claim that substantial differences still exist in consumer needs in various countries` marketplaces. Standardisation is merely one option for coming into these markets which will sometimes fail. The alternative is good for businesses to adapt a worldwide marketing combine to local needs and conditions this is called localisation. "

Product adaption involves changing the merchandise to meet local conditions or needs. For example, end cell phone manufacturer Nokia customises its cell phones for every major market. Programmers build in rudimentary tone recognization for Asia where key planks are an issue and raise the ring level, so cell phones can be listened to on crowded Asian pavements. Nokia is also making a significant push to create full presented but rugged and low priced phones that meet up with the needs of affluent consumers in large growing countries such as India, China etc.

Product standardisation:

The term `standardisation` suggests the existence ot certain appealing qualities like power durability, safety and attractive features like design, weight, coloring in a product. Standardisation identifies the process of setting benchmarks for a commodity on the basis of its desire characteristics. Standardized global marketing refers to an international online marketing strategy for using essentially tha same online marketing strategy and mix in all the company`s international marketplaces.

IKEA is the Swedish home furnishing company having more than 200 stores in 32 countries offering a variety of some 10, 000 articles and having more than 84, 000 employees within IKEA group.

IKEA as a multinational company coming into Russia with strategy based on version and on standardisation.

A strategy predicated on version to meet local condition or desires in foreign market(Russia). This strategy is adopted to the bigger level as it is reinforced by the next evidences from case study.

IKEA has an impression that few companies in Russia centered on dealing with the needs of the many people by offering attractive products at acceptable prices. It gets into the market knowing exactly that there is a distance market demand still left therefore made a decision to think global but act local.

Entry strategy was predicated on the view that there is a need to live and learn about the new market before preparing the strategies. Within IKEA, setting up a fresh bussiness was referred to as very little theory and very much practice. IKEA`s entrance strategy predicated on taking stock of the existing situation. The mainly used technique is named SWOT evaluation, i. e talents, weaknesses, opportunities and threats. IKEA identifies the key needs and wishes of Russian, for example low level of education and lack of experienced management personnel and takes the duty to teach and prepare the local people who'll prepare yourself to lead further extension process. Like a administrator has commented about his management group " My main activity is actually to get this to group more Russian and export people for the forthcoming expansion "

IKEA practesed home trips to customers inorder to talk to people see how they live and used their homes and also to identify potential needs and wishes not completely realised by customers themselves. Understanding local family conditions and furnishing customs them provided as a basis for an effective intro and marketing of the IKEA idea.

A store administrator remarked that the main priority in Russia is the normal living costs and then comes the car and Tv set and afterwards may be a trip abroad. One of these of how IKEA has considered the local preferences is at developing the room options to refect local conditions in terms of apartment sizes and local traditionals of furnishing. It should also be possible to combine " Combine and match " the number with the Russian home.

IKEA`s entry strategy for Russian predicated on standardization, the market concept keeps that marketing program could be more effective if tailered to the unique needs of each targeted customer group. Consumers in different countries still have extensively mixed culture backgrounds. They differ significantly in their needs needs spending forces, product choices and shopping habits, because these distinctions are hard to improve, IKEA modify their products prices, stations and promotions to fit consumers needs in Russia.

IKEA made a decision to apply adapted Global online marketing strategy for altering the online marketing strategy and blend elements to each international marketplace bearing more costs but longing for a more substantial market show and come back.

Standardised online marketing strategy for using basically the same online marketing strategy and combine all the company internationally market segments.

IKEA`s basic strategy - neither to adapt the style of the products of the local, needs nor follow the rivals`s product development was central protecting the IKEA notion and image "the number is supposed to be, IKEA unique and typical IKEA" All range of product are split into four major categories or styles, scandinavian country, modern and young Swede, that happen to be clearly distingushed in every businesses areas over the store.

One of the reasons why IKEA was successful using its standard product ranges in Russia was the actual fact that a number of these IKEA amounts emphasise the morden style, which is very different from the traditional Russian style but is attractive and new for the Russian customers since it symbolises change.

However, IKEA`s entry strategy on adaptation and standardisation was limited, that the store enjoyed yet another role by becoming the training site for new employees.

Since IKEA was totally new to numerous Russian customers to bring people as much as possible in the store in order to find out about IKEA becomes an additional task.

IKEA is wanting to strike the total amount between adaptation and standardisation in the Russian market. IKEA introduces pretty much the same product range in every new countries irrispective of what is considered popular by local customers. In Russia IKEA`s Scandinavian furniture design in a few deal to the historically preferred dark wood, substantial, lacquered, expensive furniture. In order to support this strategy IKEA frequently identifies the potential needs that are similar across marketplaces.


Selling in foregn market was once too high-risk and expensive for some firms, so only large businesses growing too big for their countrywide markets are being used to invest in this form of marketing. Increased communication, better transfer links and free International trade.

For many organizations International marketing is currently an possibility to profitably exapand their sales indeed, for a few companies it is no more an option to remain based in just one single country.

Consumer make many buying decision everyday and the buying decision is the center point of these market`s work. Most large companies reseach consumers buying desicions in great details to answer questions about what consumers buy, where they buy, how and how much they buy, when they buy and why they buy. Market patterns will depend on the factors that impact consumers behaviour.

Culture is the set of basic ideals, perceptions, desires and behaviors learned by member of world from family and other important establishments. Failure to change to these differences can bring about effective marketing or embarrasing problems.

Company are always trying to sport culture shifts to discover new products that could be wanted.

Cultural factors exert a broad and deep impact on consumer bahaviour. The internet entrepreneur needs to understand the role enjoyed by the buyyer`s culture, sub culture and social class.

IKEA company in Russia enters by recreating its company culture from scratch. In Moscow that included the replication of the store design and design in accordance with the latest version in the existing store and comprehensive ethnic education that was carried out by the team of experienced IKEA people.

Another IKEA strategy was to create needs that could be satsfied within the number and to encourage customers with numerous new alternatives based on existing range. The theme " Living with small spots" was one such solution used in Russia. Consumers` action also is inspired by public factors, such as consumer`s small categories, family and cultural roles and position.

Marketers make an effort to identify the research sets of their target market segments. Reference point group expose a person to new manners and way of life, influence a folks attitudes and home idea and create stresses to confirm that could impact the person`s product and brand choices. The need for group influence ranges across products and brands. It is commonly strongest when the merchandise is visible to other whom the buyer respects.

Personal factor also influnce market patterns of the market. A buyer`s decision also are inspired by personal characteristics such as buyer`s years and life circuit stage, occupation, economic situation, life-style, personality and personal theory. People change goods and services they buy over their lifetimes, tastes in food, clothes, furniture and recreation are often get older related. Buying is also designed by the stage of the family life cycle the stages through which family might move as they mature as time passes. Marketer also establish their goal and develope oppropiate products and marketing programs for each level.

IKEA`s market habit in Russia has been different because of the fact that Russia ia an growing market that has advanced.

Since IKEA was totally new many Russian customers " to bring people whenever you can in the store in order to find out about IKEA and get a good attitude " was a main goal from the begining. IKEA put a strong emphasis on making the Russian customers feel pleasant and important in the store that was very unconventional for Russian stores at the time. What sort of range was shown and the chance to touch and test everything in the store also made the merchandise much more desired to the Moscow customers. This was new and unconventional retail approach.

Another admiration that IKEA company used, it considered the neighborhood preferences in expanding the room placing to reveal local conditions in terms of apartment sizes and local traditions of furnishing. Also building an image of good deal brand that guaranteed attractive and morden products of good quality.

IKEA was completely to the journalists and introduced them to the IKEA way and principles by organising press outings to Almhult in Sweden to understand how the range is established. The effect was that the press coverage of IKEA in Russia become a lot more positive.

IKEA businesses in Russia was the fact that IKEA was the only company that stayed in Russia after the money devaluation and subsoquent collapse in August 1998 when virtually all the overseas companies left the country, that created an instantaneous aftereffect of trust an willingness to cooperate with IKEA on the part of the major Russian politicians

By concluding the IKEA marketing behavior in Russia has been different in reapects of Russian culture, interpersonal factors, personal factors, economical situation and mental health factors.


Business eyesight is the declaration of what the organisation wish to achieve or accomplish in the long run. Basically a eyesight statement is exactly what the organisation would like to be (future) e. g Nokia-our eyesight is a global where every one is connected, Minnesota Health Department(USA) the perspective is to keep all residents healthy, McDonald`s Reustarants-Mc Donalds has a perspective where the world purchases more McDolnalds than every other fast food. A brandname is the name sign, symbol design or combo of all used to distinguish the product of 1 organization from others. A brandname is the means by which the firm identifies itself with customers e. g ITC for Indian Cigarette Company, family names such as Tata steel, IBM Personal computers etc.

Positive brand collateral derives from customer thoughts about and links with a brandname. Consumers sometimes relationship very carefully with specific brands. For instance one Michigan couple acquired such a enthusiasm for Dark colored & Decker`s Dewalt saw brand that they designed their whole wedding around it. Building a strong brands posses challenging decisions to the marketing consultancy.

Major brand strategy desicions require brand positioning, brand selection, brand sponsorship and brand development.

Managing brands - companies control their brand careful. First the brand positioning must be continously communicated to tha consumers. Major brand marketers spend large sums on advertising to set-up brand awareness and also to build choice and loyalty.

Such advertising compagns can help to create name acknowledgement, brand knowledge and could be even some brand choice. However the simple truth is that brands aren't maintaned by advertising but by the brand experience. To day consumers come to learn a brandname through a variety of connections and touch items. These include advertising but also personal experience with the brand, word of mouth, company web, internet pages and many more.

IKEA can be regarded as a global brand because IKEA is a respected home furnishing company with more than 200 stores in 32 countries, sellimg a range of some 10, 000 articles and having more than 84, 000 employees within the IKEA group.

IKEA marketing strategy in Russia affected/contribute to the company`s brand eyesight by concentrating on resolving the needs of the numerous people by offering attractive products at fair price.

IKEA enters Russia by recreating its company culture from scuff. In Moscow that included the replication of the store design and structure relative to the latest version of the prevailing store and an intensive culture education that was carried out by the team of experinced IKEA people.

Marketing marketing communications become an important methods to create tha right image of IKEA. The ways to speak the image through the out door products, image ads in the glossy magazines, TV, buzz network or word of mouth.

Internal organisation steps also reinforced the setting strategy. Common activities continued a regular basis were casual and formal discussions at the store level where co-workers from once or several store depertments take part. The discussions covered different costomer issues the best ways to present the range to the clients.

Market data and experience were also transfered and distributed within and between different depertments and systems at the company.

By conluding the marketing strategy in Russia contribute to the company`s brand perspective by focusing on solving the needs of the numerous people by offering eye-catching-product, marketing communications, Internal organisations and positioning strategy


Identifying successfull work at home opportunities is one of the most crucial periods in being a highly effective company. Many compnaies say they would like to help themselves butthey do not make the jump to success because they have got not had the opportunity to identify a market need that will offer you sufficient demand for his or her product to permit thebusiness to be profitable.

International business operate more than one country, these are categorised as multinational companies. Multi countrywide companies are business organistaions that contain their headquaters in a single country, but with functioning branches in other countries.

IKEAS'S opportunities to accomplish permanent success in the Russian market was that the IKEA'S owner saw Russia as a long term investment also enables the management to provide a long-term view that may become a competitive advantages in the yearto come. IKEA was successfull with its standard product range which was the actual fact that several of these IKEA ranges stresses the present day style which is very different from traditional Russian style but is of interest and new for the Russian customers since its symbolise changes.

Marketing communication became an importnat methods to create the right image of IKEA in Russia. Government authorities and representatives of different ranks were also critical stakeholders group. Their goodwill and support was critical for IKEA extension in Russia. However IKEA has confronted some challeneges in Russia such as: Insufficient experienced local personnel, Totally new to many Russian customers, High customs fees, neccessity to buy more from the neighborhood producers, difficult to find and producing suppliers in Russia, Low buying electricity of Russin customers. Russian customers low price wasvery tightly related to to unattractive products of poor quality and one of the challenges has gone to defeat this and clarify how it is possible to offergood products at low prices.

Measures considered by IKEA to conquer the task were: providing training programs to local personnel, improving market communications, adapting the neighborhood Russian culture, common activities carried out frequently were formal and informal disccussion at there levels were co-workers from one or several departments participate.

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