| Title: | The Influencing Factors of International Marketing Strategy for IKEA Group’s Products |
| Author: | Qiao Hanbing |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | ตีพิมพ์ในวารสาร (Journal Name) International Journal of Management, Business, and Economics Volume 12 Number 3, Sep-Dec, 2025, pp.91-104 Click PDF |
Abstract
With the acceleration of global economic integration, the issue of international marketing for enterprises has garnered widespread attention in academic circles. IKEA, a leading multinational home furnishing retailer, has a product sales network covering more than half of the regions and populations worldwide, and its successful experiences serve as a model for companies in the same industry. IKEA’s ability to smoothly expand into overseas markets and embark on an international marketing path is attributable to its distinctive marketing strategies. Therefore, an in-depth analysis of IKEA’s global marketing strategy is significant.
This study reviewed the existing research on international corporate marketing strategies, delved into the factors that influence international marketing strategies, and proposes targeted improvement suggestions to provide insights for multinational marketing management. The study explored the impact of four factors: product strategy, price strategy, place strategy, and promotion strategy on IKEA Group’s international marketing strategy for its products.
Adopting a quantitative research approach, this study distributed 400 questionnaires, of which 336 were valid, yielding an effective response rate of 84.0%. The research findings indicate that product strategy, price strategy, place strategy, and promotion strategy have significant effects on enhancing IKEA Group’s international marketing strategy for its products. Based on the findings, the following suggestions are proposed: (1) Strengthen professional expertise and enhance product research and development. (2) Enhance price management and establish reasonable pricing. (3) Opt for trendy advertising and keep abreast of e-commerce channels. (4) Innovate promotional methods and develop personalized promotional plans.
Keywords: international marketing strategy, IKEA Group, influencing factors
6617195723 Qiao Hanbing, 2568 (2025). Advisor: Dr. Zhang Li, สารนิพนธ์ (Independent Study), The Influencing Factors of International Marketing Strategy for IKEA Group’s Products, ตีพิมพ์ในวารสาร (Journal Name) International Journal of Management, Business, and Economics Volume 12 Number 3, Sep-Dec, 2025, pp.91-104, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
