Section 3 Designing a Questionnaire第2页_学术英语写作小说免费阅读

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Section 3 Designing a Questionnaire（第2页）

Theeseeyhasexpaanannualrateofover8pertforthepast30years.Paralleltothis，theesefurryhasgrownvigorously，withalyrisingbyover20pertayear.Legislationtoprivatisehomeoidlyrisinginelevelshavepretedgrowthinthehomeimproveme.AgtoestimatesfromtheCreditSuissegroup，awillbetheworld’ssedlargestfurby2014.Thisdemandhasboosteddomesticprodudalsopromptediionalfururerstoehislucrativemarket.

IKEA，aSwedishfurniturepany，wasoionalpaomoveintoa.Itisamajorfurailerinover40triesaroundtheworldandhasannualsalesofover21billioneuros（IKEAwebsite）.Iteheesemarketin1998withitsfirststoreinBeijipotentialiry，havingalreadyexpaoresaributioethissuccessfulgrowth，IKEAhasfounditselffaumberofgesintermsoflocaldiffereureandbusiness.

&ingIKEAina

&ielytailoredtolotexts.IKEAhaskeptthisnotioninmindwhendesigrategiesandtryioloerswhilemaintainingprofitability.Thepaofipossibleisebetweenstandardisationandadaptationtothelocalmarkets.Itsproductpolicypayscarefulattentioyleahesetofproductattributeseffectively（ArmstrongandKotler，2006）.

&orelayoutsreflectthefloorplanofmaments，andsinyofthesehavebalies，thestoresincludeabalysetrastwithtraditioure，whichisdarkwithmug，IKEAierayle.However，effortshavebeeitsproductstoesetaste.ForihasreleasedaseriesofproductsjustbeforeeaeseNewYear.In2008，theyearoftherat，theseries“Fabler”

wasdesigned，usingthecolourred，whichisassociatedwithgoodluck.

geswerealsomadetosomepres.InSweden，peopleareusedtosleepinginsioputtingtwosihertoformadoublebed.However，thisideawasnotverywellreceivedbyesecouples，duetothefactthatsleepiebedssymbolisesapoorrelationshipabadluaddition，esebrandnamesshouldhavepositiveotations.TheameofIKEA（YiJia）means“fortablehome”

，whichgivesthepanyausefuladvahemarket.

Animportaaileristheservicesitoffers.TheShanghaistore，forinstance，hasa’splaygroundaaurant，whichmakeitdistinctive.However，ersexpectfreedeliveryandinstallation，andalthoughIKEAhasreduceditschargesforthese，itstillparesunfavourablywithitspetitors.

Price

&hepaeredaitstargetmarketleswithanineof5，000-8，000RMBpermonth.Folloriceredusthishasnowbeeofamilieswithjustover3，000RMB.Variieshavebeeoachievethesereduosteffegtosourcelocally.70pertofitsproductssoldinaarehetry（Song，2005）.Furthermore，IKEAreplaceditsthiualcataloguewiththinnerbrochureswhioearfivetimesayear.Thesenotonlytingcostsbutalsogivegreaterflexibilitytoadjustprices.

&yisalsoanimportaheesemarket.InmosttriesIKEAstoresaresitednearmainroads，butasooflikelyersowna，easyaccesstopublisportisvital（Miller，2004）.

&isingplaysanimportaotalpromotionalmix.IKEAusesadvertisiively，withadvertsintheloeerstokeepersinformedofspecialoffers.AllTVercialsareproducedlocallywithesecharacters.Publisisalsovitaltobuildingage.Ina，IKEAcooperatesideFundforNature（WWF）oprojects.Thepanyinsistsonusingeallyfriendlyandrecyclablematerialsforthepagoftheirproducts，aspartoftheireffortstobuildage.

Disd

IKEA’sproductpoliahasbeentosuccessfullystasasmuchaspossible，butalsoueeded.Butithaslearserviceisalsovital:freedeliveryandinstallatioheperceivedrulesinthelocalmarketwhieedstofollow.Ithasfurtherfoundthatitisbettertoloadowntownarea，easilyaccessiblewithpublisport，whenfreedeliveryisnotprovided.

&ionalpanieswhichoperateina，suchasIKEA，faplicatedmarketihanlopabeesdthhlyresearchlocalrequiremehansimplyiandardmodelofbusiness.

&oanswer

（1）.WhathasIKEAdototheesemarket?

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（2）.Giveexamplesofproblemsthepanyhasfathismarket.

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（3）.Whatcouldbedooimprovethecasestudy?

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Activity3-4:Thinkofit

&hereseararketingIKEAinaagainandthinkofthefollowiions.

1.Whataretheadvantagesofingcasestudies?

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