Abstract
Born in 1940, Ikea has been created by Ingvar Kamprad who wanted to build furniture's trade. The conception of Ikea began with the new design of furniture's, the kit system, the birth of the catalog and the showroom. New Ikea stores are open and flagship products are emerging as the chair and the library POÄNG Billy. Ikea sets up new important markets: USA, Italy, France, and United Kingdom.
IKEA is one of a rarely company which doesn't need to adapt its strategy depending of the country. The same catalog all around the world since 30 years except some few changes. Since the first store opened, 50 years later, and 255 stores, Ikea has a Turnover of 21 billions Euros, with 82% in Europe, 15% in north America, and 3% in Australia and Asia. Ikea's Success is thanks to the special position. Ikea became in 20 years a reference in the furniture trade. Ikea changed the furniture's market, even its concurrent: Conforama, But, Fly, and Alinea try to copy the strategy of Ikea.
