Strategies Used by IKEA to Enter the Chinese Market

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The different strategies used by IKEA to
enter the Chinese market

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Table of Contents
Introduction......................................................................................................................................4
Background to the Topic.............................................................................................................4
Research Question.......................................................................................................................4
Research Aims and Objectives....................................................................................................4
Research Aims.........................................................................................................................4
Research Objectives.................................................................................................................5
Rationale for choosing the Research Topic.................................................................................5
Academic and Practical Importance of the Research Topic........................................................5
Literature Review............................................................................................................................5
Advent and aspect of Globalisation.............................................................................................5
Need for companies in expanding over to emerging markets.....................................................6
Strategies used by companies for entering into emerging markets.............................................7
Literature Gap..............................................................................................................................8
Methodology....................................................................................................................................9
Research Paradigm......................................................................................................................9
Research Design..........................................................................................................................9
Research Strategy......................................................................................................................10
Data Collection Methods...........................................................................................................11
Sampling....................................................................................................................................11

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Data Analysis Methods..............................................................................................................12
Research Ethics..........................................................................................................................12
Timeline of research activities.......................................................................................................13
References......................................................................................................................................14

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Introduction
Background to the Topic
Business institutions focus on enhancing on their core competencies and in planning their
business operations associated to emerging economies in close collaboration with their corporate
objectives for gaining needed success. The firms also to understand the needs and interests of the
local consumers and the cultural parameters for designing the business and organisational
structure and products and services aimed at targeting the emerging markets. The firms are also
required to develop key networks and relationships with regional distribution and marketing
partners for developing an effective presence in the market.
Research Question
1. What encourages IKEA to enter an emerging market like China?
2. What are the potential strategies used by IKEA to enter the Chinese market?
3. How does the entry strategies used by China help IKEA in cultivating an effective
presence in the Chinese market?
Research Aims and Objectives
Research Aims
The research aims in understanding the reasons or factors that encourage the entry of IKEA into
an emerging market like China and the entry strategies used by the firm. The research activity
also focuses on understanding the effectiveness of the market entry strategies in cultivating
IKEA’s presence in China.