Subject category:
Strategy and General Management
Published by:
IBS Research Center
Length: 13 pages
Data source: Published sources
Topics:
US home furnishing and house wares retail industry; Consumer marketing; Furniture; Retail operations; Growth strategy; Expansion strategy; Product design and variety; Unique shopping experience; Low price strategy; Target marketing; Ingvar Kamprad; Flat-pack furniture; Swedish company; Kitchen utensils
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https://casecent.re/p/66722
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Abstract
IKEA is a multinational home furnishings company with more than 226 stores in 33 countries in 2005. The company designs and sells a wide range of furniture products including beds, bookcases, chairs, lamps, rugs, desks, sofas and tables as well as various accessories for bathrooms, kitchens and offices. This case study discusses in detail the expansion of IKEA into the US and the initial hitches. The case further discusses the unique strategies IKEA adopted to succeed in the US market. This case can be used for discussion in the following areas: (1) compare and contrast IKEA with other traditional furniture stores; (2) how strong is IKEA in the competitive world?; (3) pros and cons of the IKEA''s unique shopping experience; (4) how good is the pricing strategy of IKEA; and (5) after a prolonged expansion in US, IKEA was planning a jump start, how favourable was this expansion strategy?
About
Abstract
IKEA is a multinational home furnishings company with more than 226 stores in 33 countries in 2005. The company designs and sells a wide range of furniture products including beds, bookcases, chairs, lamps, rugs, desks, sofas and tables as well as various accessories for bathrooms, kitchens and offices. This case study discusses in detail the expansion of IKEA into the US and the initial hitches. The case further discusses the unique strategies IKEA adopted to succeed in the US market. This case can be used for discussion in the following areas: (1) compare and contrast IKEA with other traditional furniture stores; (2) how strong is IKEA in the competitive world?; (3) pros and cons of the IKEA''s unique shopping experience; (4) how good is the pricing strategy of IKEA; and (5) after a prolonged expansion in US, IKEA was planning a jump start, how favourable was this expansion strategy?