Estrategia de comunicación de IKEA

IE code:
Language:   Spanish
also available in English
Est. dedication time:
60 minutes
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Type of publication:
Case Study
Estrategia de comunicación de IKEA


This case tells the story of IKEA and its communication strategy from its arrival in Spain in 1996 to the year 2004. The case details the history of the company and provides examples of different campaigns from around the world.

Students can study the different marketing campaigns with their desired objectives and the outcomes that the company wished to achieve in the different stages. TV commercials outdoor print and catalogue examples provide background for the analysis. As a conclusion students are asked to consider four alternate campaigns for the future and select the one they feel is most suitable.