奇书网>学术英语写作王建荣电子版 > Section 3 Designing a Questionnaire（第2页）
Section 3 Designing a Questionnaire（第2页）
Theeseeyhasexpaanannualrateofover8pertforthepast30years。Paralleltothis，theesefurryhasgrownvigorously，withalyrisingbyover20pertayear。Legislationtoprivatisehomeoidlyrisinginelevelshavepretedgrowthinthehomeimproveme。AgtoestimatesfromtheCreditSuissegroup，awillbetheworld’ssedlargestfurby2014。Thisdemandhasboosteddomesticprodudalsopromptediionalfururerstoehislucrativemarket。
IKEA，aSwedishfurniturepany，wasoionalpaomoveintoa。Itisamajorfurailerinover40triesaroundtheworldandhasannualsalesofover21billioneuros（IKEAwebsite）。Iteheesemarketin1998withitsfirststoreinBeijipotentialiry，havingalreadyexpaoresaributioethissuccessfulgrowth，IKEAhasfounditselffaumberofgesintermsoflocaldiffereureandbusiness。
&ingIKEAina
&ielytailoredtolotexts。IKEAhaskeptthisnotioninmindwhendesigrategiesandtryioloerswhilemaintainingprofitability。Thepaofipossibleisebetweenstandardisationandadaptationtothelocalmarkets。Itsproductpolicypayscarefulattentioyleahesetofproductattributeseffectively（ArmstrongandKotler，2006）。
&orelayoutsreflectthefloorplanofmaments，andsinyofthesehavebalies，thestoresincludeabalysetrastwithtraditioure，whichisdarkwithmug，IKEAierayle。However，effortshavebeeitsproductstoesetaste。ForihasreleasedaseriesofproductsjustbeforeeaeseNewYear。In2008，theyearoftherat，theseries“Fabler”wasdesigned，usingthecolourred，whichisassociatedwithgoodluck。
geswerealsomadetosomepres。InSweden，peopleareusedtosleepinginsioputtingtwosihertoformadoublebed。However，thisideawasnotverywellreceivedbyesecouples，duetothefactthatsleepiebedssymbolisesapoorrelationshipabadluaddition，esebrandnamesshouldhavepositiveotations。TheameofIKEA（YiJia）means“fortablehome”，whichgivesthepanyausefuladvahemarket。
Animportaaileristheservicesitoffers。TheShanghaistore，forinstance，hasa’splaygroundaaurant，whichmakeitdistinctive。However，ersexpectfreedeliveryandinstallation，andalthoughIKEAhasreduceditschargesforthese，itstillparesunfavourablywithitspetitors。
Price
&hepaeredaitstargetmarketleswithanineof5，000-8，000RMBpermonth。Folloriceredusthishasnowbeeofamilieswithjustover3，000RMB。Variieshavebeeoachievethesereduosteffegtosourcelocally。70pertofitsproductssoldinaarehetry（Song，2005）。Furthermore，IKEAreplaceditsthiualcataloguewiththinnerbrochureswhioearfivetimesayear。Thesenotonlytingcostsbutalsogivegreaterflexibilitytoadjustprices。
&yisalsoanimportaheesemarket。InmosttriesIKEAstoresaresitednearmainroads，butasooflikelyersowna，easyaccesstopublisportisvital（Miller，2004）。
&isingplaysanimportaotalpromotionalmix。IKEAusesadvertisiively，withadvertsintheloeerstokeepersinformedofspecialoffers。AllTVercialsareproducedlocallywithesecharacters。Publisisalsovitaltobuildingage。Ina，IKEAcooperatesideFundforNature（WWF）oprojects。Thepanyinsistsonusingeallyfriendlyandrecyclablematerialsforthepagoftheirproducts，aspartoftheireffortstobuildage。
Disd
IKEA’sproductpoliahasbeentosuccessfullystasasmuchaspossible，butalsoueeded。Butithaslearserviceisalsovital:freedeliveryandinstallatioheperceivedrulesinthelocalmarketwhieedstofollow。Ithasfurtherfoundthatitisbettertoloadowntownarea，easilyaccessiblewithpublisport，whenfreedeliveryisnotprovided。
&ionalpanieswhichoperateina，suchasIKEA，faplicatedmarketihanlopabeesdthhlyresearchlocalrequiremehansimplyiandardmodelofbusiness。
&oanswer
（1）。WhathasIKEAdototheesemarket?
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（2）。Giveexamplesofproblemsthepanyhasfathismarket。
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（3）。Whatcouldbedooimprovethecasestudy?
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Activity3-4:Thinkofit
&hereseararketingIKEAinaagainandthinkofthefollowiions。
1。Whataretheadvantagesofingcasestudies?
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2。Whatarethedisadva?
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Activity3-5:Learntochooseagoodcasestudy
Matchthetopitheleftchartwiththecasestudiesgivechart。
