The Swedish powerhouse company, Ikea, is a major brand in all parts of the world. They adjust their general products and selling points to fit to the market/country they’re in. Any business, big or small, can utilize Ikea's strategy and knowledge when it comes to diversifying your brand to fit additional markets. 

Recently, Ikea opened another massive store in India. This might seem like just another business venture, but it’s more than that. There are many key takeaways from analyzing Ikea’s business flow and market adaption.

Major changes

When Ikea first launches a store, they carefully adjust inventory, design and even their famous food to fit the local taste. The big blue outside may stay the same, but what’s on the inside will shock Ikea natives. 

Obviously, what the American shopper is looking for is different from what an Indian consumer may want. Ikea discovered the difference by sending representative into homes to grasp the concept of consumer purchasing behaviors in the Indian culture.

• Furniture design - Indian furniture can withstand the heat and humidity of their rough climate. This meant Ikea had to redesign some pieces to utilize different materials. In Korea, beds are manufactured for tiny spaces. America’s typical dimensions of Queen and King do not exist in countries with little room. Ikea fits their information and tactics around local dimensions. 
• Space - It turns out most Indian families will have impromptu gatherings, which caused Ikea to have an overload of stock of random chairs and stools. In China, balconies are very popular. Ikea has a whole showroom dedicated to balconies with displays based on relaxing while others are utilized for drying clothes.
• Food -  The famous Swedish meatballs are still a standard in all Ikea stores; however, the ones in India are vegetarian. This cafeteria forms their food around the local culture. They also serve Indian staples like samosas and gulab jamun. 

Key takeaways

The big picture when it comes to branding in different cultures is understanding the people that live there. It sounds simple, but you wouldn’t believe how overlooked this subject is in the marketing industry.

Although Ikea is a multi-billion-dollar business, a smaller business can learn from their success. 
When launching a new product or a marketing campaign, really think about who is seeing your ads. When launches do not pertain to people it is simply overlooked. Make your consumers feel as though they need your services. 

There are always variables that can be changed to adapt to the market you are targeting. Don’t have enough capital to send employees into each household? The internet is your friend! Cold calling, emailing, and incentives are all tools to be utilized when dissecting your market needs. 

A specification is needed in today’s world of selling. The same product/service you sell to one state may not be necessary in another. It’s about broadening your clientele without discouraging new customers. 

If you feel your website is lacking diversity, contact Blue Archer for a consultation.