IKEA Builds Smaller Format Stores-Comes Closer to Customers

Case Code: MKTG453 Case Length: 9 Pages Period: 1943-2022 Pub Date: 2023 Teaching Note: Available

Price: Rs.300 Organization : Inter IKEA Systems B.V. Industry :Business & Consumer Services Countries : United States Themes: Marketing Strategy, Consumer Behavior,

Abstract Case Intro 1 Case Intro 2 Excerpts

Beyond The Blue and Yellow Big Box

IKEA was founded by Ingvar Kamprad (Kamprad) in 1943 in Almhult, Sweden, as a mail order business. Its first furniture showroom was started in 1953 in Almhult, with quality products that were offered at a low price. Also, for the first time, customers at IKEA were able to touch and feel the products before purchase. In 1956, IKEA started its famous flat packed furniture and self-assembly kits to make delivery easier and keep prices affordable. In 1960, IKEA opened a restaurant in its store in Almhult and in 1963 ventured overseas with a store in Oslo, Norway. Gradually..

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