With valuation at around $25 billion, Airbnb is one of the biggest private companies (still start-ups?) in the world. With presence in 191 countries, it sure did some spectacular international marketing maneuvers. The question is, which exactly? This is what we are about to find out today.
In this part of the blog we go over the most frequent questions about International SEO.
IKEA. During the course of 73 years, blue and yellow giant made its way into most of the countries. Currently it has 392 stores around the globe. Impressive? It gets even better. Did you know that IKEA uses 1% of the world’s wood every year or that 1 out of 10 Europeans is conceived in an IKEA bed (wonder how did they count this). What is more interesting, is how Swedish retailer executed its foreign operations. However, IKEA’s entry to China is of particular interest. Although, there were many factors that contributed to IKEA’s success, we have pinpointed several, which are the most crucial ones.
In one of the previous blog posts we have talked about how it can be tough to penetrate the Asian market and what mistakes can result from cultural misunderstandings. We are continuing our digital journey and today’s destination is Chinese business market.
In this part of the blog, we have talked a lot about importance of studying foreign culture and local customer´s mindset before expanding your business. Puma, Walmart, eBay, Groupon and many others have learned this lesson the hard way.
When Starbucks didn’t manage to conquer Italian market, it received a lot of media coverage on the subject of how to do (and not) International expansion. It was all good until this year Seattle chain of coffee bars announced it will come back with revised marketing strategy. This is why we decided that this case study deserves to be in the spotlight of our blog. After all, we devoted huge chunk of the blog to analyzing international marketing mistakes and Starbucks surely did some. Let’s briefly recap some of them.