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Marketing Excellence: Disney
1) What does Disney do best to connect with its core consumers?
2) What are the risks and benefits of expanding the Disney brand in new ways, such as video games or
superheroes?
Marketing Excellence: IKEA
1) What are some of the things IKEA is doing right to reach consumers in different markets? What
else could it be doing?
Suggested Answer: IKEA achieved this level of success by offering a unique value proposition to
consumers: leading-edge Scandinavian design at extremely low prices. IKEA’s vision is “to create a
better everyday life for many people.” Its mission of providing value is predicated on founder
Kamprad’s statement that “People have very thin wallets. We should take care of their interests.”
IKEA’s stores are located a good distance from most city centers, which helps keep land costs
down and taxes low. In China, it stocked 250,000 plastic placemats with Year of the Rooster
themes, which quickly sold out after the holiday.
2) IKEA has essentially changed the way people shop for furniture. Discuss the pros and cons of
this strategy, especially as the company plans to continue to expand in places like Asia and India.
Suggested Answer: Student’s opinions will vary but good students will cite the material from this
