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TRANSNATIONAL STRATEGIES ADOPTED BY FURNITURE MANUFACTURERS. CASE STUDY: IKEA
Dana BOSCOR
Conf.Dr. - Universitatea "Transilvania"
din Brasov - Facultatea de Stiinte Economice
Address: Bd.Eroilor 29, 500036 Brasov, Romania
Tel: +40 268 473538. Fax: +40 268 473538
E-mail:
dana.boscor@unitbv.ro
Gabriel BRATUCU
Prof.Dr. - Universitatea "Transilvania"
din Brasov - Facultatea de Stiinte Economice
Address: Bd.Eroilor 29, 500036 Brasov, Romania
Tel: +40 268 473538. Fax: +40 268 473538.
E-mail:
gabriel.bratucu@unitbv.ro
Abstract: Strategy
is a plan of action that channels an organization's
resources so that it can differentiate from competitors
and accomplish goals. The most important four
types of strategies used by companies at the international
level are: export strategy, multidomestic strategy,
global strategy and transnational strategy. Given
the difficulty of maintaining a delicate balance
between central control and local responsiveness,
most firms find it difficult to implement transnational
strategy. The use of the elements specific for
this strategy can be noticed for each element
of the marketing mix: product, price, promotion
and distribution. In order to give an example
of a succesful strategy, the paper presents the
strategies adopted by the global company IKEA
for entering foreign markets, the path from the
global strategy to the transnational strategy
and the specific elements of the marketing mix
for different markets..
Key words: furniture, foreign markets,
Romania, strategy.
REFERENCES
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CAVUSGIL, T., KNIGHT, G., RIESENBERGER, J. (2008).
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CZINKOTA, M., RONKAINEN, I. (1998). International
Marketing, 5th Edition,The Dryden Press.
HOLLENSEN, S.(2007). Global Marketing, 4th Edition,
Pearson, Prentice Hall.
***(2009). Curierul National 5489, 20 august 2009,
IKEA Romania aloca 2.5 milioane de euro pentru
marketing si promovare.
www.bursa.ro
www.capital.ro(2009). Afaceri in urcare pentru
IKEA Romania
www.IKEA.com
www.roportal.ro
www.responsabilitatesociala.ro
www.wall-street.ro(2009). IKEA Romania a depasit
pragul de 100 milioane euro vanzari în 2008.
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