Ikea strategy. Международная стратегия компаниии икея

Ikea Group, founded in 1943 is the world's largest furniture retailer which specializes in stylish but inexpensive Scandinavian designed furniture. As of August 31, 2012, the IKEA group had operations in 44 countries, including 30 service trading offices in 25 countries. It also had 33 distribution centres and 11 customer distribution centres. The IKEA Group had a total of 298 stores in 26 countries with total revenue of EUR27,6 billion. Ikea's success in the retail industry can be attributed to its vast experience in the retail market, product differentiation, and cost leadership. The company is, perhaps, one of the World's most successful multinational retailing firms operating as a global organization based on its unique concept that the furniture is sold in kits that are assembled by the customer at home.