Emerging Market Strategies And Ethical Dilemmas Case Study - Marketing Assignment Help

Assignment Task -

Introduction :

In July 2012, a Turkish national, Okan Yunalan (Yunalan), who acted as an intermediary for Carl Ola Ingvaldsson (Ingvaldsson), former Head of the Leasing Department in IKEA’s Russian subsidiary (IKEA MOS), to extract a bribe, was sentenced to five years in a high-security prison. Yunalan was found guilty of large-scale extortion after he demanded 6.5 million ruble (US$ 225,000) from a company that sought to lease two premises at IKEA’s Mega shopping complex in Tyoply Stan, a suburb in Moscow. Ingvaldsson and another accomplice managed to leave the country and Russia was seeking their extradition.

IKEA stated that it welcomed the investigation by Russian authorities into the incident and would co-operate fully with them. This was not the first instance of corruption seeping into its Russian operations negating its tough stance against the all- pervasive corrupt business environment in Russia.3 IKEA was known for its uncompromising attitude toward corruption but it had not always been successful in ensuring that its employees adhered to its ethical standards.

The same year, the company came under the scanner of global environmental agencies when an investigative report revealed that it was utilizing ill-defined Russian logging rules to cut down old growth forests.4 This raised questions about its claims of being an ecologically sensitive company that believed in sustainable logging practices.

Case Questions :

1. What are the various external factors which a company must take into account while devising a market entry strategy for a new country? Discuss these factors in the Russian context and in the actions taken by IKEA.
2. What is the impact of strong and co-operative political machinery on the business prospects of an emerging market? In this context, discuss IKEA's Russian sojourn. What should IKEA's business strategy be in the future?
3. What are the strategies that a company should use to grow its business in an emerging market? How do you establish a strong market presence in an underserved market? Discuss IKEA's strategy of establishing large shopping complexes instead of standalone shopping centers

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