IKEA India: Expansion Strategy Dilemma
商品編號：W43453
出版日期：2025/05/13
再版日期：
商品來源：
商品主題：International Business; Strategy
商品類型：Case (Pub Mat)
涵蓋議題：Retailing;Omnichannel Strategy;Digital Transformation;e-commerce;Customer Experience
難易度：4 - Undergraduate/MBA
內容長度：8 頁
地域：India
產業：Retail Trade
事件年度：2024
Despite a goal to open more stores and become a meaningful brand in India by 2030, IKEA India Pvt. Ltd. (IKEA India) decided to shut down its first small-format store in Mumbai. CEO Susanne Pulverer and her team made this decision in February 2024, citing design and location challenges. As the team planned for future growth, they needed to consider selecting store locations that balanced accessibility, urban density, and real estate costs while maintaining large retail spaces efficiently. And to succeed in the Indian market, IKEA India needed to tailor its products and marketing to Indian consumers, focusing on affordability, space efficiency, and cultural relevance. Strengthening its omnichannel strategy, integrating online and offline sales, and leveraging digital transformation would be crucial. How could IKEA India overcome price sensitivity, competition, regulations, and supply chain hurdles to thrive in India?
教學手冊：IKEA India: Expansion Strategy Dilemma - Teaching Note
補充材料：