[경제/경영학] Bangkok Ikea.doc

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가구 산업의 대표 브랜드인 IKEA 의 SWOT 분석을 통한 태국시장의 진출가능성을 판가름한 래포트

목차

1. Introduction

2. Present Situation
a. Product
b. Present Market
c. Firm

3. Target Market
a. Description of Thailand
b. Target Market
c. Product Positioning

4. Implementation
a. Distribution
b. Product
c. Pricing
d. Promotion and Advertising

5. Success Measure

6. Recommendation

본문내용

This research paper is based on assumptions of Ikea’s attempt entering new market in Bangkok, Thailand. All of the research works done by Internet resources and electronic library databases. The reasons I choose Thailand to enter with Ikea products is to know why many foreign investors attracted by Thailand market, and what are the economic and governmental factors to operate businesses. In fact, my research started wondering how Asian economic crisis started, and that it is very valuable to know the Thailand market in firm’s standpoint.

참고 자료

Bartlett, Christopher A. and Ghoshal, Sumantra
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Doebele, Justin
1995 Foreigners, go home. Fores. 10/9/95. Vol 156. Issue 8, p68, 1p, 2c

Elmore, Mick
1997 MPO in Bangkok, Billbord, 09/06/1997, Vol 109, Issue 36, p76, 3/4p 1bw

Christopher, Warren
1994 The U.S. and Thailand: Partners in an Asia-Pacific community, U.S.
Department of State Dispatch, Nov94, Supplement Clinton Trip, Vol. 5, Issue 9,
p14, 2p

Adamy, Janet
2000 Home-Furniture Retailer Ikea to open Store in Emeryville, California. Knight Ridder/Tribune Business News. Contra Costa Times

Berger, Joseph
1999 Neighborhood Is Superseded By Superstore. New York Times, 08/08/99, Vol. 148 Issue 51608, p31, 0p, 1c



Carrns, Ann
1994 kspaces. Wall Street Journal -- Eastern Edition, 03/07/97, Vol. 229. Issue 46, pB16, 1bw

Grace, Kevin Michael
1994 Why Advertise to 1% of the Market. Alberta Report / Newsmagazine. Vol. 21. Issue 18, pp19-20: United Western Communications Ltd.

Haidee E. Allerton
2000 News Flash. Home furnishings industry - Personnel management. v54 i1 p11. U.S.: Training & Development

Patton, Phil
1994 Public eye. New York Times, 12/25/97, Vol. 147 Issue 51017, pF2, 0p, 1

Warnaby, Gary
1999 Strategic consequences of retail acquisition. International Marketing Review. Vol. 16 Issue 4/5, p406, 11p

1999 Point of Sale Wins Ikea Contract. Wall Street Journal -- Eastern Edition, 08/04/99, Vol. 234 Issue 24, pC20.

1998 Kamprad, Ingvar. Current Biography, Jun98, Vol. 59 Issue 6, p33, 3p, 1bw

1994 Ikea's tasteful reflection. Advertising Age, Vol. 65. Issue 14, p28, 1/6p
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