In: Business and Management

Submitted By sagana
Words 4687
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Министерство образования и науки РФ

Государственное образовательное учреждение высшего профессионального образования
«Санкт-Петербургский государственный инженерно-экономический университет»

Кафедра мировой экономики и международного менеджмента


На тему: Стратегия интернационализации компании IKEA

по дисциплине «Международный маркетинг и стратегический менеджмент»

Выполнила: студентка группы 1383 Конина Юлия Алексеевна

Руководитель: Доц., Лукашевич Михаил Леонидович



Резюме 2
Бизнес-идея проекта 2
Выбор страновых рынков 6
Выбор способа выхода на страновые рынки 8
Отраслевая и страновая структура компании 9
Выбор сегментов потребителей 12
Цели и стратегии маркетинга 13
Продуктовый микс 14
Контрактно-ценовой микс 15
Сбыто-распределительный микс 17
Коммуникационный микс 17
Организация и бюджет 19
Источник: ikea.com 19
Стратегический маркетинговый план 23
Список литературы 25


«IKEA» («ИКЕА») — международная сеть гипермаркетов мебели и товаров для дома, развивающая собственную торговую марку и семейный формат торговых объектов. По данным аналитического агентства INFOLine в России компания является лидером среди крупнейших розничных и мелкооптовых сетей.
Управление всеми видами деятельности осуществляет группа компаний IKEA, принадлежащая с 1982 года, созданному Ингваром Кампрадом благотворительному фонду Stichting INGKA Foundation. Структура включает девять подразделений, в том числе Inter IKEA Systems B.V. (франшизы), IKEA Communications (реклама, полиграфия), промышленная группа Swedwood.
Учредителем всех входящих в IKEA…...

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