Swedish Ikea retailer became a global marketing essay for cult brands
The company has grown from a Swedish home furniture retailer to stores in more countries. IKEA sells various products and attracts customers from all over the world. With stores in Sweden, most of IKEA's turnover is generated on the global market. Purpose - The purpose of this research is to present a model for value-based, sustainable service delivery, based on the concept of value-based service quality. Design Methodological Approach - Based on a literature review and interpretations of five stories from a values-driven company, IKEA, the newspaper. Using the STP model and the P model we have. analyze IKEA's marketing strategy in the Chinese market and propose improvements. product, promotion and publicity strategies. It will promote. IKEA's retail operations are operated through a franchise system with franchisees authorized to market and sell the IKEA product range within certain geographical areas. Inter IKEA Systems BV is the owner of the IKEA Concept and a global franchisor of IKEA, which also commissions several IKEA companies to,