An Analysis of IKEA’s Global Positioning

IKEA is a multinational company that designs and markets ready-to-assemble kitchen appliances, home accessories, and furniture. The company has grown rapidly since its inception in 1943, and it is currently one of the largest furniture retailers in the world, with more than 400 stores in over 50 countries. This research paper examines IKEA's global positioning strategy, which has contributed to its success in the international market. The study analyses the company's market segmentation, target market, product positioning, marketing mix and various global marketing activities.