Premium Essay

Policy Paper

In: Business and Management

Submitted By anime23
Words 1083
Pages 5
I. View Point

II. Time Context
In 1943, IKEA was established by Ingvar Kamprad. The company sold fish, Christmas magazines, and seeds from his family farm.
In 1948, Kamprad added furniture to his product line.
In 1949, IKEA published his first catalog distributed for free.
In 1953, Kamprad could no longer use the milk truck to take goods to the train. As a solution in this problem, in the same year he bought an idle factory nearby Almhut and converted it into a warehouse.
In 1956, IKEA developed a concept which is self-assembly furniture which later became an integral concept of IKEA. In 1957, IKEA started to exhibit and sell its products at home furnishing fairs in Sweden.
In 1958, an expanded facility at the Almhut location became the first IKEA store.
In early 1960, Polish-made goods were to be found on more than half of the IKEA catalog.
In 1965, IKEA opened its first store in Stockholm, Sweden‘s capital.
By 1973, IKEA became the largest furniture retailer in Scandinavia with nine stores.
By the late 1980’s, IKEA met with considerable success, particularly in West Germany, where it had 15 stores.
In 1985, IKEA opened its first United States store in Philadelphia.
By the early 1990’s, the company found that things are not going well in America. Its European-style offerings did not always resonate with American consumers. To handle this situation, IKEA reemphasized design and started promoting the brand with a series of quirky hip advertisement aimed at younger demographic.
In 2001, IKEA’s revenues doubled in a four-year period to $1.27 billion.
By 2008, the United States was IKEA’s second largest market after Germany, with 35 stores accounting for 10%of its total revenue.
In 2012, expansion plans called for 50-plus stores in the United States

III. Central Problem

IV. SWOT Analysis
A. Strength

1. Powerful Brand Image
For the past

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