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IKEA concept and its internationalisation
| Note : 
RésuméStudent case on the IKEA concept and its internationalisation of the concept. The brand wants to introduce the American market. What problems are encountered?
- Cultural differences issues;
- Product issues;
- Market issues.
Table of contents:
I) Who is IKEA?
A. Values, cult brand, politics, target
B. Concept: general and marketing
C. International Strategy
II) The ideal furniture retailer
A. SWOT
B. Proposition of ideal furniture
III) How improve IKEA?
A. IKEA value proposition
B. How to improve IKEA value proposition ?
C. IKEA in 10 years
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