Swedish market.................24
Product................................................................................................................................24
Products line according to the catalogue in Swedish version..........................................26
Ikea style..........................................................................................................................28
Quality.............................................................................................................................29
Differentiation.................................................................................................................29
Furnishing and house building at the same time..............................................................30
Promotion............................................................................................................................30
Price.....................................................................................................................................32
Place....................................................................................................................................34
Distribution of products...................................................................................................35
PEST analysis about France............................................36
Political aspects....................................................................................................................36
Generalities......................................................................................................................36
Business politics in France...............................................................................................36
Social pressure groups......................................................................................................36
Economical aspects..............................................................................................................37
Production sectors comparison.........................................................................................37
Export and import.............................................................................................................37
Social aspects.......................................................................................................................38
2
Consumer behaviour........................................................................................................38
Social welfare...................................................................................................................38
Technological aspects..........................................................................................................39
Marketing Mix – Ikea on the French market....................40
Product................................................................................................................................40
The products quality.........................................................................................................40
The products lines............................................................................................................41
Promotion.....................................................................................................................
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