Market Communication Strategy : A case study of IKEA

Abstract: Nowadays, having a communication strategy is essential. Companies are offering the same product and it’s really difficult for them to differentiate. What can really make the difference is the message that they send to the consumers and the media they utilize; so how they implement their market communication strategy. The research is focusing on how the franchisor communication guidelines are followed and adapted by the franchisee. The research is conducted through a qualitative approach based on a case study where the data are mainly collected through interviews. From this research, it is possible to understand that the level of standardization in a franchisee is really high, and the adaptation appears whenever there the costumers culture is different. Thus, adaptation occurs whenever the retailer has to penetrate a different market and it has to deal with a different culture; standardization is about using the company concept in the same way as the franchisor provides it.