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IKEA is a Sweedish concept that provides high-quality furniture at a low cost. Currently there are outlets in 30 countries and IKEA is continuing to expand. As the company expands they must adapt to culture-specific needs while at the same time continuing to be loyal to their original concept. Why the Original IKEA concept works universally • IKEA’s target market, young people of all ages, is a section of society that exists in many different cultures. They specifically seek out consumers who are price conscious but still want quality furniture. The liberal social orientation of their customers also makes them less status-conscious and therefore the IKEA concept appeals to them. • When IKEA entered the United States market, they immediately established operations in the Northeast and California. Both of these communities are known to be havens for highly educated, young, liberal-minded, white-collar workers: in other words, IKEA’s customer base.
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