International marketing activity of IKEA:
IKEA—-Market focus on General international markets activity.
Select a company that is internationally active and critically review, analyse, and evaluate its international marketing activities.
Learning outcomes:
1. Demonstrate a clear understanding of the operational imperatives of marketing at an international level.
2. Critically evaluate marketing issues in relation to new product developments, and new markets in an international context.
3. Appreciate the significance of cultural diversity in international marketing and apply relevant theory to the solution of problems posed by this for international marketing activity.
Further guidance:
The individual report will take the form of a detailed study, similar to the Interbrand report format but with correct sourcing and academic referencing. It will thus be structured with separate sections and headings. Executive summaries and numbered paragraphs are not required, nor are recommendations. It will resemble, therefore an essay with sections and headings. It may be appropriate to use additional data, such as tables, graphs, country profiles etc.