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Ikea's Global Strategy

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Ikea's Global Strategy
IKEA’s Global Strategy
Furnishing the World
Tuesday, July 3, 12

Agenda
IKEA Overview & Important Milestones SWOT Analysis Questions from Case Study:
IKEA’s Firm Specific and Country Specific Advantages The Cultural Factors that Make Expansion Abroad in Retailing Difficult. What has Made It Possible in IKEA’s Case? How IKEA’s Expansion has Reenergized Mature Market around the World and Change the Competitive Situation? How does the TV advertising campaign initiated by IKEA overcome the entry barrier of high advertising expenditure? Should IKEA Expand further in the United States or Focus on Other Countries?
Tuesday, July 3, 12

Agenda
IKEA Overview & Important Milestones SWOT Analysis Questions from Case Study:
IKEA’s Firm Specific and Country Specific Advantages The Cultural Factors that Make Expansion Abroad in Retailing Difficult. What has Made It Possible in IKEA’s Case? How IKEA’s Expansion has Reenergized Mature Market around the World and Change the Competitive Situation? How does the TV advertising campaign initiated by IKEA overcome the entry barrier of high advertising expenditure? Should IKEA Expand further in the United States or Focus on Other Countries?
Tuesday, July 3, 12

Overview

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Tuesday, July 3, 12

Overview
IKEA was founded by 17-year-old Ingvar Kamprad in Sweden.

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IKEA started with small home accessories: pens, wallets, picture frames, table runners, watches, jewelry, and nylon stockings.

Tuesday, July 3, 12

Overview

1943

1945

1948

1951

1953

1958

Tuesday, July 3, 12

Overview

1943

1945

1948

1951

1953

1958

IKEA grew and began advertising in newspapers and operating mailorder service.

Tuesday, July 3, 12

Overview

1943

1945

1948

1951

1953

1958

Tuesday, July 3, 12

Overview

1943

1945

1948

1951

1953

1958

IKEA started to expand its
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