Product details

Share this page:
Please find below the full details of the product you clicked a link to view.
Thumbnail image for 9B18M111
Case
-
Reference no. 9B18M111
Authors:
Published by:
Ivey Publishing (2018)
Version:
2018-08-13
Revision date:
18-Sep-2018
Length:
12 pages
Data source:
Published sources

Abstract

IKEA, the world's largest furniture retailer, entered the Chinese market in 1998; however, it did not turn a profit in the first 10 years. Although anticipating lower profits, IKEA did not anticipate that Chinese customers would be confused about IKEA's value proposition. After 2007, IKEA adopted several strategies to adjust for the Chinese market and achieve a better performance. These adjustments made IKEA more profitable in the Chinese market. IKEA accelerated its expansion in China with a plan to open three stores every year for a total of 40 stores before 2020. Still, in 2017, the Chinese market presented IKEA with challenges, such as cheap imitations from competitors and increasing interest in e-commerce by consumers. Could the strategies IKEA used to improve its performance in the past sustain the company in the years ahead?

Topics

Expansion; Market positioning; China; General management/strategy; International
Location:
Industry:
Size:
Large
Other setting(s):
2017

Access this item

casecent.re/p/155783
View our pricing guide
or to see prices.

Reviews & usage