IKEA, a world big top furtinuture retailer, has presented high perfomance in the topical anaesthetic and international foodstuff. The companys sucessfull perfomance was achived by low damage, wide variety and good design products, shopping convenience and bodacious transport for the constumers due to the flat packing technology. However, in the US the retailer faces some challenges on both consumer and marketplace sides, notably the reluctance of some customers to budge the piece of furniture, competition from existing furniture retailers and different preference of consumers. IKEA might have failed in market research when decided to enter in this country.
From the consumer side, in general, Americans conceive of that furniture should lead a long time, which is not align with IKEA values that does not encompass products durability. Besides this, the consumer has different preferences in comparision with consumers from the other countries, for example, some of them didnt like IKEA products because the beds and kitchen cabinets did not fit American sized sheets or appliances and the sofas were not comfort. Finally, these consumers were not used to IKEAs self-service concept. Regarding the market side, IKEA faced some problems related to its competitors.
In the US, the market was very fragmented and usually, the high end retailers offer point of reference services, free delivery, personal consultation with high prepared sellers, upcountry design and a vast variety of products.
Observing IKEA gross sales representation by regions, it can be point unwrap that the goal for IKEA should be the increase of the sales in due north America in the short term and sustainable produce among the years. In order to achieve these goals, one alternative is to change the Americans ideology that furniture needs to last a lifetime to something disposable. For the second one, an alternative of strategy could be compete with the established furniture retailers both in price and quality, modifying the products...If you want to get a full essay, order it on our website: Ordercustompaper.com
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