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IKEA: how the Swedish retailer became a global cult brand

A hybrid strategy (point 3 on the strategy measure - Exhibit 6.2) can be very successful and difficult for competitors to imitate. However, there is a danger that the organisation can stray into a stuck in the middle position - being out-flanked by two low-priced and differentiating competitors at the same time.


Since lKEA began in 1943 it has grown into a successful global network of stores with its unique retailing concept. An member in Business Week discussed the concept: The Ikea concept has pot of room to run: The retailer accounts for just 5-10% of the furniture marketplace in each country in which it operates. More important, says chief operating officer Anders Dahlvig. is that awareness of our brand is much bigger than the size of our company. Thats because Ikea is far more than a furniture merchant. It sells a lifestyle that customers around the orb embrace as a signal that theyve arrived, that they have in force(p) taste and recognize value. If it wasnt for Ikea: writes British construct magazine Icon. most lot would have no access to affordable contemporary design: The magazine even voted Ikeas founder Ingvar Kamprad the most influential tastemaker in the world today.



As long as consumers from Moscow to capital of Red China and beyond keep striving to enter the middle class, there will be a need for Ikea. Think some it: What mass-market retailer has had more success globally? Not Wal-Mart Stores Inc. (WMT), which despite vast strengths has stumbled in Brazil, Germany, and Japan. Not Frances Carrefour, which has never made it in the U.S. Ikea has had its slip-ups, too. But right now its 226 stores in Europe, Asia, Australia, and the U.S. are thriving, hosting 410 trillion shoppers a year. The emotional response is unparalleled. The

promise of store vouchers for the root 50 shoppers drew thousands to an Ikea store in the Saudi Arabian city of Jeddah in September, 2004. In the ensuing melee, two sight died...If you want to get a full essay, order it on our website: Ordercustompaper.com



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