IKEA's growth plans in the American market - publié le 20/05/2009

Abstract

The US furniture retailing market is fragmented. Being one of the top 10 furniture retailers, IKEA owns less than 15% of the market share. In a highly fragmented market, gaining market shares is harder than in a concentrated market. Besides, IKEA is a generalist furniture retailer, i.e. it manufactures case goods, upholstered furniture, bedding, ready-to-assemble furniture and casual furniture.