IKEA was created in 1943 by Ingvar Kamprad and has grown to include 267 stores across 25 countries with annual revenues of 21.5 billion euros. While IKEA aims to provide a standardized shopping experience and product range globally, it must also adapt to local market conditions. For example, in China, IKEA has modified products to include woks and teacups, added balcony furniture due to small living spaces, and positioned itself as a higher-end Western retailer rather than emphasizing low prices. This demonstrates that while IKEA's concept and goals remain standardized, the execution of its marketing strategies must be adapted to each local culture and market to be successful.