Ikea invades America,SWOT Analysis and Executive Summary
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![Company History: IKEA was founded in 1943, selling basic household goods at discount price. In1947 it began selling furniture. In 1958 it opened its inaugural store in Sweden. By 2002 IKEA was the world’s most prominent furniture retailer, operating 154 stores in 22 countries. It opened its first store in United States in 1985 in Philadelphia. By 2002 IKEA had 14 stores in U.S. Its goal was to have 50stores in U.S.by 2013. <br />Product: Low cost unassembled home/office furniture and household products<br />Target market: Price sensitive consumers; sleek, minimalist style loving consumers<br />Situational Analysis: SWOT Analysis<br />,[object Object],Key Issue: How can IKEA increase its market share in the highly fragmented U.S. furniture retailer market?<br />Alternative Recommendations<br />,[object Object]](https://image.slidesharecdn.com/ikeaexecutivesummary-110418230020-phpapp01/85/Ikea-invades-America-SWOT-Analysis-and-Executive-Summary-1-320.jpg)
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Ikea invades America,SWOT Analysis and Executive Summary
- 2. Promote the distinctive Scandinavian design and style by focusing on a specific niche market like suburban market.
- 4. Price: Keep the product price low
- 5. Place: Open more stores in different states; highly populated areas; suburban market place
- 6. Promotion: Increase the number of salesperson for better customer service; train sales persons to educate customer about quality makers like wood quality, construction technique and so on; offer interior design services to the customers interested in a more complete home makeover; increase product durability