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Essay / Research Paper Abstract
This 5 page paper looks at whether or not IKEA is likely to be successful as it continues with expansion. The causes of the firms success, including their business model and sources of competitive advantage. These are discussed and considered in the context of international expansion and the challenges already faced. The bibliography cites 7 sources.
Page Count:
5 pages (~225 words per page)
File: TS65_TEikeasucc.doc
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Unformatted sample text from the term paper:
al, 2011, p251). Today the firm is an international firm that is highly successful in many countries, with most sales coming from the international markets. The firm may be seen
as a model of success, wherever they have expanded success had followed; but does this mean the firm will successful wherever they choose to expand? To assess this it is
necessary to loo at the way that the firm competes, the sources of the success and how these may or may not help with further expansion. The business model
of IKEA is one that gives the company a number of advantages. The underlying concept of the store is one that creates value as well as differentiating the firm. IKEA
have found a way of offering consumers a combination of low prices and quality; a combination of characteristics which is usually contradictory. IKEA has done this by reinventing the concept
of furniture buying, in order to create a system that facilitates low-cost provision. This has involved transforming the consumer, who traditionally will go to a furniture store and purchase an
item, which they may take away or have delivered, into a prosumer, where the customer becomes half producer and half consumer (Czinkota et al, 2011, p261). The consumer is part
producer, as they do not go to a traditional furniture store to purchase the goods, but to a warehouse. In the IKEA warehouse they locate the goods they want, and
they may load boxes onto trolley, or wait for the warehouse to locate the goods creating a delay after purchase. The purchases will then transport them home for themselves, where
the furniture will require assembly. Therefore, customers are doing a great deal of work that is traditionally part of the supply chain elements provided for them. The management
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