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Topic: Business
Number of pages / Number of words: 5 / 1370
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In fact, an adaptation of the strategy of IKEA is obviously necessary, therefore, IKEA needs to conduct extensive a market research, and make use of local expertise.

IKEA has to follow the strategy of differentiation and the cost leadership, to keep being the leader of the market, and has to be flexible to adapt itself to the market conditions...


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To reach this flexibility, IKEA can allow local centers to take its own decisions, to be independent, but in the same time, local stores have to keep following the main concept of IKEA to maintain the global brand.A joint undertaking approach could replace Ikeas franchising concept and increase cultural sensitivity and operational controls through the establishment of strategic networks...


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