I need a help to answer 3 questions about “IKEA’s Global Marketing Strategy” case study. The questions are:

1. IKEA was ranked among the top 50 global brands. Discuss the factors that helped IKEA establish a global brand(identify global opportunities and develop strategies to implement it). What role do you think the founder has played in the success of IKEA ?

2. “The great challenge of any organization as it becomes larger and more diverse is how to keep the core founding values alive. What steps should IKEA take to take into account local cultures in implementing its global strategy. How did it manage to maintain values of the founder alive in the organization despite going global?

3. IKEA customers seemed to have a ‘love-hate’ relationship with the company. Analyze the reasons for the same and also discuss what approach the company needs to take to curb customer resentment in different markets.

Category: Essays