IKEA Builds Smaller Format Stores-Comes Closer to Customers
| Case Code: MKTG453
Case Length: 9 Pages
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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