IKEA India: Expanding to Success
商品編號：9B18M094
出版日期：2018/06/28
再版日期：2018/06/19
商品來源：
商品主題：Entrepreneurship; General Management/Strategy; International Business; Marketing
商品類型：Case (Pub Mat)
涵蓋議題：Value creation, Consumer behaviour, Retail operation, Marketing strategy, Supplier selection, Relationship management, Strategy
難易度：4 - Undergraduate/MBA
內容長度：11 頁
地域：India; Sweden
產業：Retail Trade
事件年度：2016
In May 2017, IKEA India’s chief executive officer (CEO) was facing a dilemma. The company had decided to start its business operations in India by opening an experience centre in Hyderabad in November 2018, followed by furniture retail outlets across India by 2025. Key target segments were young, middle-class price-conscious consumers. IKEA India aimed to sell its products at a low price, aligning with its vision. However, the CEO was challenged with developing a strategy for business growth at a time when major global retailers were going bankrupt. He needed to figure out the appropriate pricing and supply chain strategy for India’s complex and diverse environment, while offering value to consumers.
教學手冊：IKEA India: Expanding to Success - Teaching Note
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