Discuss the advantages and disadvantages of having the same product range shown in all IKEA catalogues around the world?

3- IKEA CATALOGUE

Are there any cultural differences?

www.ikea.com

The catalog serves as a pre-shopping advertisement, an in-store sales aid and an interior

decorating guide. Many consumers shop with the catalog in hand. Since the catalog is such an

important marketing tool, it is crucial for it to accurately reflect the colour and appearance of

IKEA products, also in local cultural circumstances.

The globalization strategy developed by IKEA is a home-based strategy built around a Swedish

concept calling for furniture that is clean, modern, efficient, functional, sustainable and

competitive pricing. The product is not adapted to local markets during the globalization

process. Nevertheless, geographic expansion has brought more flexibility to the initial stringent

rule concerning the standardization of products and marketing, in particular during the

establishment of stores, for example, in the United States and China (as we see it in this case).

  1. Discuss the advantages and disadvantages of having the same product range shown in

all IKEA catalogues around the world?

 

  1. The catalogue is the most important element in IKEA’s global marketing planning.

Discuss if there could be some cultural differences in the effectiveness of the catalogue

as a marketing tool.

 

3- Explain some cultural differences which are illustrated by the two different

illustrations of the same product (from the Danish and Turkish  IKEA catalogue).

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