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IKEA's International Expansion

Harapiak, Clayton (2013): IKEA's International Expansion. Published in: International Journal of Business Knowledge and Innovation in Practice , Vol. 1, No. 1 (1 December 2013): pp. 21-42.

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Abstract

This case concerns a global retailing firm that is dealing with strategic management and marketing issues. Applying a scenario of international expansion, this case provides a thorough analysis of the current business environment for IKEA. Utilizing a variety of methods (e.g. SWOT, PESTLE, McKinsey Matrix) the overall objective is to provide students with the opportunity to apply their research skills and knowledge regarding a highly competitive industry to develop strategic marketing strategies. The case is oriented towards upper-level undergraduate or MBA marketing students and can be taught within a one to two-hour class with several hours of outside student preparation.

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