Company "Ikea"

• Most important advertising tool: IKEA catalogue produced in 38 different editions in 17 languages in 28 countries
• Other advertising tools: social media, billboards, bus campaigns
• IKEA has adapted guerrilla marketing strategy – low cost marketing strategy that focuses on attracting attention. Example: a metro station in Paris is equipped with furniture thus giving people a hands-on experience

• IKEA in Europe:
Biggest market: Germany with 46 stores
Operations in 26 countries
Focus on family and everyday life
General low price, good quality strategy applies
Stylish and unique designs

• IKEA in USA:
First store opened in 1985
Replication of existing business model failed
American’s require bigger beds, wardrobes, kitchen cupboards, plates, glasses

• IKEA in Saudi Arabia:
First store opened in 1983
Censorship in order to appeal to local values: women airbrushed out of the catalogues, only Muslim women may appear in commercials and only doing household chores, wine glasses replaced by “festive glasses” for diet coke.
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