1. IKEAs Global Strategy: Furnishing the World Kate England Brenna ORegan John Hudson

2. Background Founded in 1943, in Sweden, by a man named Ingvar Kamprad Initially offered items such as pens, wallets, picture frames, jewelry, etc. In 1947, furniture was added to their product selection, followed by personally designed pieces in 1955

3. General Information Defined as a lifestyle furniture store Known for selling disassembled furniture Operates 253 stores, in 35 countries (with the majority being in Europe, the U.S., Asia, Canada, & Australia) 70% of IKEAs annual marketing budget is consumed by their catalogue

4. Global Expansion IKEA plans to enter: -numerous other U.S. states -Cyprus in the summer of 2007 -Northern Ireland in November 2007 -Ukraine in early 2008 -Republic of Ireland & New Zealand, tentatively

5. Current Locations Europe: Belgium (6),Czech Republic(4), Denmark(4), Germany(41), Spain(11), Greece(3), France(20), Iceland(1), Italy(14), Hungary(2), The Netherlands(12), Norway(5), Austria(6), Russia(8), Poland(7), Portugal(1), Romania(1), Switzerland(7), Slovakia(1), Finland(3), Sweden(16), Turkey(2), United Kingdom(15) North America: Canada(11), United States(29): Arizona(1), California(8), Connecticut(1), Illinois(2), Georgia(1), Massachusetts(1), Maryland(2), Michigan(1), Minnesota(1), New Jersey(2), New York(1), Pennsylvania(3), Texas(3), Virginia(1), Washington(1) Middle East: Kuwait(1), Israel(1), Saudi Arabia(2), United Arab Emirates(1) Asia-Pacific: Australia(5), China(4), Hong Kong(1), Japan(2), Malaysia(1), Taiwan(1), Singapore(2)

6. Product Lines IKEA offers 21 different product lines: -Bathroom, Beds, & Mattresses-Clothes Storage -Bookcases & Storage-Decoration -Chairs & Tables-For the Pets -Childrens IKEA-Lighting -Textiles-Kitchen -Cookware-Work Area -Sofas & Armchairs-TV & Media Solutions -Floors-Furniture Care -Tableware-etc.

7. Current Issues IKEA attempts to target the small- business market Tax avoidance criticisms The Berne Declarations nomination of IKEA for one of its Public Eye awards VISA mobile checkout devices that reduce long waiting lines at checkout counters

8. Suggestions Maintain superior quality & image Research countries thoroughly before entry Expand the number of products offered in catalogues Offer extra incentives to customers who shop from the catalogues

9. Lessons Fully research the countrys promotional techniques before entering the market Make sure all products are customized to the country in which they are sold

10. Sources Anderson, Kay. (August 21, 2006). Furniture stores see market share slipping. Furniture Today. Retrieved April 4, 2007 from Executive Perspective. The Merchant Landscape: Interview with Lory Yeakle (2006). http://www.furnituretoday.com/article/CA6365162.html Facts and Figures (2007). Inter IKEA Systems B.V. Retrieved April 3, 2006 from http://franchisor.ikea.com/showContent.asp?swfId=facts3 Garcia, Shelley. (January 22, 2007). IKEA targets growth of small-business market: retailer offering planning tools. San Fernando Valley Business Journal. Retrieved April 4, 2007 from http://www.allbusiness.com/north-america/united-states- california/3967121-1.html How Many Countries in the World? (n.d.) WorldAtlas.Com. Retrieved April 4, 2006 from http://www.worldatlas.com/nations.htm IKEA (n.d.). Wikipidia Encyclopedia. Retrieved April 4, 2006 from http://en.wikipedia.org/wiki/IKEA IKEA AB Sweden. (2005). Mergent Online. Retrieved April 5, 2007 from http://www.mergentonline.com/ Johansson, J.K. (2006). Case 1-1 IKEAs Global Strategy: Furnishing the World Global Marketing: foreign entry, local marketing and global management. 4th ed. McGraw-Hill/Irwin. p. 85-89. The IKEA Catalogue (2007). Retrieved April 4, 2006 from http://franchisor.ikea.com/showContent.asp?swfId=catalogue2 The Visa Quarterly. Retrieved April 7, 2007 from http://corporate.visa.com/av/nl/feature_interview.html Welcome to IKEA.com: Official Website (2006). Inter IKEA Systems B.V. Retrieved April 4, 2007 from www.ikea.com