Business Model and Competitive Strategy of IKEA in India
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Case Code: BSTR445 Case Length: 16 Pages Period: 2010-2013 Pub Date: 2014 Teaching Note: Available |
Price: Rs.400 Organization: IKEA Industry: Furniture, Retail Countries: India: Europe Themes: Competitive Strategy, Business Model, Internationalization, International Management |
Abstract Case Intro 1 Case Intro 2 Excerpts
Introduction
After a year of lobbying and negotiating with and convincing the Indian politicos and bureaucrats, IKEA's €1.5 billion investment proposal to set up its stores in India was finally accepted by the local government on May 2, 2013. However, as of July 2013, Juvencio Maeztu (Maeztu), IKEA's Country Manager for India, found he still had a colossal task ahead of him...
IKEA, the Netherlands-based Swedish company, was the largest furniture retailer in the world with a presence in 44 countries around the globe – in countries like the US, the UK, Russia, the EU region, Japan, China, Australia, etc. However, it did not enter into the Indian market till 2013, though the company had had a presence in the country since the 1980s as a sourcing destination for its global stores. It had even opened its regional procurement office in Gurgaon, India, in 2007. In 2009, IKEA tried to enter the country to establish its stores, but its attempts were thwarted by India's stringent Foreign Direct Investment (FDI) regulations...
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