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Qiao Hanbing. The influencing factors of international marketing strategy for IKEA group s products. Master's Degree(International Business Management). Siam University. Library and Information Resource Center. : มหาวิทยาลัยสยาม, 2568.
The influencing factors of international marketing strategy for IKEA group s products
Name: Qiao Hanbing
keyword:
Independent Study
ThaSH:
Management
Classification :.DDC: 658.049
ThaSH:
Export marketing
ThaSH:
Marketing research
Abstract:
With the acceleration of global economic integration, the issue of international marketing for enterprises has garnered widespread attention in academic circles. IKEA, a leading multinational home furnishing retailer, has a product sales network covering more than half of the regions and populations worldwide, and its successful experiences serve as a model for companies in the same industry. IKEAs ability to smoothly expand into overseas markets and embark on an international marketing path is attributable to its distinctive marketing strategies. Therefore, an in-depth analysis of IKEAs global marketing strategy is significant.
This study reviewed the existing research on international corporate marketing strategies, delved into the factors that influence international marketing strategies, and proposes targeted improvement suggestions to provide insights for multinational marketing management. The study explored the impact of four factors: product strategy, price strategy, place strategy, and promotion strategy on IKEA Groups international marketing strategy for its products.
Adopting a quantitative research approach, this study distributed 400 questionnaires, of which 336 were valid, yielding an effective response rate of 84.0%. The research findings indicate that product strategy, price strategy, place strategy, and promotion strategy have significant effects on enhancing IKEA Groups international marketing strategy for its products. Based on the findings, the following suggestions are proposed: (1) Strengthen professional expertise and enhance product research and development. (2) Enhance price management and establish reasonable pricing. (3) Opt for trendy advertising and keep abreast of e-commerce channels. (4) Innovate promotional methods and develop personalized promotional plans.
Keywords: international marketing strategy, IKEA Group, influencing factors
Siam University. Library and Information Resource Center
Address:
BANGKOK
Email:
library@siam.edu
Name: Zhang Li
Role:
Advisor
Created:
2568
Modified:
2025-09-02
Issued:
2025-09-02
วิทยานิพนธ์/Thesis
application/pdf
eng
Level: Master's Degree
Descipline: International Business Management
Grantor: มหาวิทยาลัยสยาม
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Qiao Hanbing
| Title | Contributor | Type |
|---|---|---|
| The influencing factors of international marketing strategy for IKEA group s products
มหาวิทยาลัยสยาม Qiao Hanbing | Zhang Li | วิทยานิพนธ์/Thesis |
Zhang Li