IKEA in the U.S.A. How 'Culture' in Essay

IKEA in the U.S.A.

How 'culture' in the U.S. may impact upon IKEA company and brand

People at IKEA are well-known for living on a slender means, working hard, and being innovative to maximize the use of limited resources. At IKEA, wasting resources is a grave sin. This has become a characteristic of the entire company. This culture of doing things is at the core of the company's approach of keeping low prices. However, IKEA does not compromise quality for the sake of costs. It has a global reputation for quality, safety that customers can trust, and prides itself in providing the appropriate quality in all situations (Daw, 2006). The company's product range is broad in various ways: the situation is the same in all its stores. The product line is wide, comprising of everything a customer will need to furnish a home. The style is wide; it provides just furniture but also includes smaller room fixtures, which could be bought at the same time (Gitman & McDaniel, 2009).

Customers are able to spend more time in the stores, and even if they do not want to make a purchase, they are free to walk around the outlets and they can come to make a purchase later. Many U.S. people associate IKEA with a healthy and fresh way of life. This lifestyle is reflected in IKEA's product range. The company works to ensure that materials and products are adapted to minimize any adverse impact on the environment and provide customers with safety from a health angle (Pasiuk, 2010).Impacts on the marketing mix

Product

IKEA's localization in the U.S. is to appeal to the taste of U.S. consumers. The variety of items offered in the U.S. market satisfies customers' preferences. The showrooms have been arranged and designed to match the U.S.' style. IKEA has adopted a product strategy in line with the oriental design of attaining optimal success. It has introduced specific designs for U.S. New Year, as the U.S. clients prefer. Therefore, IKEA has encoded the local culture in its offerings by a new logo that is seen as conspicuous by the U.S. customers. As a result, this move has been well appreciated by the U.S. buyers (Abbing, 2010).

Price

Understanding the U.S. buyers preference for items tagged as affordable, IKEA has focused on low cost production; this approach has effectively attracted more customers. Initially, when IKEA entered the U.S. market, it focused on the high-class segment. However, it reduced its prices significantly when it realized the customer preference of affordable products (Grant, 2009). Therefore, it attracted more clients from all classes of income (Koggel, 2006).

Place

The element of distribution or place is crucial as it helps….....