Culture and Ikea

International Management Bermet Kanybekova 20113658 date 5 IKEA 1. What has allowed IKEA to be successful with a comparatively standardise propose of intersection and product line in a business with strong ethnical influence? Did varyations to this dodging in the northmost Ameri feces securities industry equal a defeat to their approach? IKEA has become the worlds largest home furnishing retail twine with its international expansion in three major phases. Its mission is to plead a wide variety, good design and honour for unfledged state of all ages.IKEA is determined to maintain a standardized product strategy with a prevalently accepted assortment around the world, now carrying a variety of different home furnishings. It has limited number of manufacturing, however, designs all of its furniture. IKEAs be leadership strategy through high volume production and standardized items encapabled it to sustain its business. Consumers are expected to become prosumers, in the meaning of one-half producers and half consumers, thus supplying their conviction for assembling work after(prenominal) their purchases.Consequently, IKEAs success is due to its node focused strategy. The principal securities industry rear is composed of people, who are young, highly educated, liberal in their cultural values, professional workers, and not especially concerned with positioning symbol. Therefore, consumers with low status concern and low conservatism enabled IKEAs success in strong cultural influences. Moreover, high income groups invite fewer cross-cultural differences and much open to adapt values to new beliefs.As a result, with their right consumer behind, IKEA was able to succeed with their relatively standardized product line. North American market proved that normalisation is not a key to success in an American market therefore adaptions have been made that clearly changed IKEAs strategy. IKEA with its standardized market changed to a global market strategy and utilize new ideas that dress American taste in their market. Adjustments were made to their furniture that created and targeted more American consumers.Moreover, some adaptions might have been transferable to other targeted markets around the world. Consequently, the North American experience has caused IKEA to blend in their ideas and start remixing its formula elsewhere. For instance, these changes were implemented to the European market, ever-changing furnishing ideas such as making couch beds in Europe. 2. Which features of the young people of all ages are universal and can be exploited by a global/regional strategy? The young people of all ages share similar features internationally that enabled IKEA to maintain its target universally.However, not all of the targeted features were shared among various cultures. Hence, there were some adaptations tally to various cultures and the relative importance of these features varied between countries and their consumers . Nonetheless, the majority of the targeted consumers wish to perceive themselves as practical, innovational and non-traditional. In other words, these consumers didnt mystify to the traditional way of furniture, instead saw IKEAs designs as good, modern and practical that allowed them to afford their products.In this sense, simplicity and practicality was more important than traditional styles of furniture. With this opinion, IKEA was able to specifically target those consumers who vied their products as fitting their taste with different features. Therefore, this plan with being practical and simple instead of traditional is an example of universal feature that can be further developed. IKEAs targeted market alike(p) shopping for good value therefore, they are ready to contribute their time and energy to get satisfaction out of assembling their work.Consequently, this willingness to contribute more and achieve better value is another feature that is shared among IKEAs univers al target. These new changes in IKEAs strategic plan have brought it to a new level of international business with better customer satisfaction and greater value. 3. Is IKEA bandaged to succeed everywhere it cares to establish itself? Is IKEA destined to succeed depends on how flexible its concept is in various countries. However, I believe that IKEA will not succeed everywhere it establishes itself.The concept of IKEA can slightly be changed and adapted according to various cultures, but I strongly believe that certain changes cannot be implemented fully. This changing concept will have limitations when it is further taken globally and need to pit the standards universally according to various economies of countries. For instance, value of a certain sofa in a certain country is totally different in another country. If we take a sofa in America for $300, the aforesaid(prenominal) product must be sold at a overthrow price in a developing country due to its value differences in t heir economy.Therefore, not all of IKEAs concepts can be fully changed if they want to maintain its original formula. Moreover, customer expectations are different in various countries, thus, IKEA would have to consider new changes and flexibility in their concept to meet customer expectations and their value for products offered. In conclusion, I would like to point out that there is always a limit in adapting and changing concepts to meet various customer values and their desires to create profitable sustainability.