Foreign Market Entry Srategies. : A Case study of IKEA entering Indian Market.

University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

Author: Ehsan Ehsan Ullah; Bukola Karlsson; Dada Dada Olanrewaju; [2016]

Keywords: Globalization; Emerging Markets; Foreign Market Entry Strategies; Market Entry Modes; Franchising.;

Abstract:

Title: Foreign Market Entry Strategies

A case study of IKEA entering Indian market

Purpose: The purpose of this study is to describe factors that need to be considered

when entering Indian market.

Research Questions:

(1) How does IKEA handles its market entry strategy in India?

(2) What are the barriers for IKEA in Indian market?

(3) Why is IKEA interested in Indian market?

Methodology: This thesis has a deductive approach and a qualitative research method.

The authors conducted a semi-structured interview with IKEA’s Managers and as well

gathered information from the company’s website, google scholar and Linnaeus

University library.

Conclusion: According to the study findings and the analysis results, it was identified

that IKEA takes into consideration different factors when entering the Indian market

and in order to overcome these barriers IKEA consider sourcing locally and also uses

franchising as a mode of entry to minimise any potential risk.

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