1. EXECUTIVE SUMMARY In this essay, we will examine the internationalisation process of IKEA, Swedish Company founded in 1943 and the world's lieder in supplying home furnishing at low price with imaginative styles and application facility. In addition, we will describe from the different frameworks that have sought explain the Internationalisation process, the factors that have taken this company to perform its international expansion. From to be a simple local shop in a small town in Sweden 60 year ago, to be an actual powerful multinational with more than 76.000 employees and shops in more than 43 countries. 2. INTRODUCTION The internationalisation process of the firm has been a subject, which has been motive of study for a number of …show more content…
3.1.1.3 Achievement at Home Ghauri (2000) explain that the achievements and confidence obtained at home could be decisive in the internationalisation of the firm. The rapidly growth in sales of IKEA in its own country thanks to its innovative new concept in furniture and its reinforcement with polish suppliers, during the 1950s and 1960s, gave to IKEA the option to consider in going further of Swedish borders. Thus, in 1963 was opened the first Store in Oslo capital of Norway. This first step was a guideline to continue the expansion process IKEA has started, and helped to strengthen the internal market in Sweden with the opening of the biggest store in Stockholm in 1965, and the second international store in Denmark in 1969. 3.1.2 THE ENVIRONMENTAL FACTORS 3.1.2.1 Unsolicited Proposal External offers or findings from different market research tend firms to think in match that external offer or the natural propose of the market and thus, incur in early stages of internationalisation. (Ghauri 2000). In IKEA, the Unsolicited Proposal came from many directions. Firstly, in 1952 the boycott by Swedish retailers to IKEA, obliged to IKEA to seek new sources of furniture. Second, the Swedish furniture market demand fall by the early 1970s. Third, IKEA had identified as we said before two big markets to
The business internationalise means a company’s production and business activity are not only confined to one country, but also integrate the different countries’ raw material and labour and technologies to
In 1951, to reduce product returns, he opened a display store in nearby Älmhult village to allow customers to inspect products before buying. It was an immediate success, with customers traveling seven hours from the capital Stockholm by train to visit. Based on the store’s success, IKEA stopped accepting mail orders. Later Kamprad reflected, “The basis of the modern IKEA concept was created [at this time] and in principle it still applies. First and foremost, we use a catalog to tempt people to visit an exhibition, which today is our store. . . . Then, catalog in hand, customers can see simple interiors for themselves, touch the furniture they want to buy and then write out an order.”2 As Kamprad developed and refined his furniture retailing business model he became increasingly frustrated with the way a tightly knit cartel of furniture manufacturers controlled the Swedish industry to keep prices high. He began to view the situation not just as a business opportunity but also as an unacceptable social problem that he wanted to correct. Foreshadowing a vision for IKEA that would later be articulated as “creating a better life for the many people,” he wrote: “A disproportionately large part of all resources is used to satisfy a small part of the population. . . . IKEA’s aim is to change this situation. We shall offer a wide range of home furnishing items of good design and function at prices so low that the majority of
The success of the industry was the huge experiences in the product differentiation, cost leadership and retail market. IKEA unique concept is that furniture is sold in kits that are assembled by the customers at home. The company remains one of the world most successful multinational retailing firms, operating globally. This report will explains IKEA internal and external environment using PESTLE, PORTER FIVE FORCE AND SWOT. Furthermore IKEA globalisation and localisation strategy breakdown will be examined, CSR and ethic and recommendation will be also examined.
The problem was the company’s not paying attention to local needs and preferences. US market, IKEA’s management realized that a standardized product strategy should be flexible to respond to demands, and has adopted a more balanced strategic focus by giving priority to global and domestic concerns.The current approach emphasizes on global market coordination to reduce standardization of activities and acquire both economies of scale and scope. While overall its subsidiaries follow instructions from the corporate head office in Sweden, subsidiaries in the US are given more autonomy, to respond effectively to the local business
IKEA is rumored to be a very standardized retailer, i.e., a certain set of marketing strategies is used that are the same around the world. This indeed sets IKEA, operating on markets in Europe, US as well as Asia and Australia, apart among international retailers. Often the theoretical conclusions in international
IKEA is a unique Swedish furniture company. The company we so widely recognize today for selling good quality budget friendly Scandinavian style furniture began in 1943 as merely selling pens picture frames and wallets. Ikea was founded by a then 17year old Ivor Kampard, of the farm Elmtaryd near the small village of Agunnard in Smaland, hence giving rise to the name IKEA. This area is know for its thrifty and hard working ethos and Kampard very much incorporated this into his business venture. His innovative idea was to offer home furnishing products of good function and design at prices much lower than competitors by simply using cost-cutting solutions that did not affect the quality of products.
IKEA is the worlds largest furniture retailer (in 2002), with sales approaching 12 billion dollars. They operate in 22 countries and have 154 full service distribution stores. IKEA is a highly differentiated service and product provider, emphasizing high-quality product at the lowest prices via non-traditional positioning strategies. In order to provide these low costs, the product came with virtually no customer service and put it together ' and transport yourself ' directions. In addition to these "strictly self-service" outlets, IKEA offered various amenities including, Swedish cafes and playgrounds for kids.
Over the last few decades there has been a substantial amount of attention being diverted towards born global firms who unlike ordinary firms, have defied the traditional stage wise process of internationalization. These firms have long puzzled researchers and challenged the basic perception of internationalization. As a result it has given way to a new field of research and aroused global interest in the emergence and success of these firms. This essay will go on explain why born global firms emerge, the factors that influence them and examples of born global firms in the real world. Uppsala’s theory of internationalization (Johanson & Vahlne, 1977 ) and Stephen Hymer’s Three Determinants theory are used to further analyze this essay.
Uppsala model was developed by Swedish researchers in late 70's by Johanson & Wiedersheim-paul and Johanson & Vahlne. They argued and critize the existing theories of those times which dealt with internationalization of companies. They developed this model of internationalization which focuses on an individual firm, its particular acquisitions, integration and using knowledge of the foreign markets and its operations. The existing theories of those times only induces the model to eliminate cultural barriers while going international but no foundation was led to formulate the handling of internal activities of the companies when they go international. Following their argument, they came-up with their own model which was more independent and explained the procedure of internationalization of a company. The model was developed on the empirical study of four different manufactures and their work (Johanson & Vahlne, 1977).
The selected company that portrays the elements of globalization is IKEA, a multinational corporation originated from Sweden, which currently owns and runs 351 stores in 46
This thesis is submitted by Damien Badier and Carole Rousset to University of Skövde for the Bachelor Degree in Business administration, in the School of Technology and Society.
The traditional internationalization models regard that firms’ capabilities (internal factors) lead firms to make internationalizing activities. On the contrary, OC paradigm refers to internationalization as a process that internal and external factors interact so that firms obtain a competitive advantage in the global level. According to this innovative model, firms achieve superior performance by adapting and integrating in view of a varying environment. Considering that BGs try to survive, operating under uncertain conditions that change all the time, OC constitutes the most suitable way for studying them.
In the recent years, the operations of many businesses have become global in nature. The internationalization of businesses phenomenon paved the way for various organizations to conveniently expand in other nations. By penetrating the international marketplace, organizations are able to acquire greater market in which to sell their products or provide business. One of the largest companies that has become global today is IKEA. As Swedish-based company, IKEA is a home furnishing retailer specialist. It started selling nylon stocks, picture frames, pens, table runners, wallets, jewelries and watches. Eventually, they included furniture in their product range.
The author believes that we as customers become part of Ikea because we have to participate in the process. Ikea thinks it is good for us if we learn to build our furniture by collecting them from the warehouse, haul it onto the car roof or boot and take it home, all by ourselves. This participation means we belong more to the Ikea brand than any other brands in our lives. We indirectly became part of Ikea’s brand and business model and we are one of the reasons its prices are kept low and lower. In a way, this is one of the key ideas behind Ikea and this is why it is different from other furniture retailers. This is an innovation that Ikea owns and this is what differentiates it from the competition.
IKEA’s strategy before the mishaps in America could be characterized as going against the norm charting their own path to success using low priced manufactures to secure lower selling prices aimed to target those who were of older age and of middle class standing. Their new strategy was to target those of a younger demographic, young married couples, college students, and 20-30 something singles. By reemphasizing design, promoting through hip quirky advertisements, and encouraging consumers to do away with their old furniture, IKEA revenues doubled in a four-year period. IKEA today has adapted somewhat of a local customization strategy where their store layouts will resemble that of many local household layouts as proven by their success in China where they failed to expand beforehand. They also keep their prices extremely low in some areas as China by sourcing a large percentage of products in the area of operation.