1. Which sector/industry is IKEA doing business in?

Describe key characteristics of this

sector/industry?
Home furnishing

Expensive, heavy,

2. When did IKEA start its internationalization process and what were the motives?
1963, because they want to expand their market

3. What is the global strategy of IKEA up to the early 1990s? How did it carry out the
strategy?
Suppliers usually located in low-cost countries and nearby the material place as well as
reliable acess to distributions channel.
They work very closely with approximately 2500 suppliers from more than 60 countries all
over the world by helping them to reduce cost, sharing technical advice, managerial know-
how with them.

4. What made it change the global strategy since the early 1990s? What were the changes?
What made them successful?
Culture different and customer taste different.
They decide to be more flexible in order to adapt and respond in local markets.
Paying a lot more attention to local wants and needs

5. Do you think the global strategy of IKEA would work well in Vietnam market?
Yes, if they could do the market research well before enter to Vietnam, they will success.
Nowadays people be attracted by the Europe style furnitures.

Chap 5: Closing Case Study: Haier

Small compact refrigerator: tủ lạnh nhỏ gọn.
Market a wider range of products in the US market: tiếp thị nhiều sp hơn tại thị trường Hoa
Kỳ