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IKEA's growth plans In the American market

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  1. IKEA Faces Some Issues in Penetrating the US Market
    1. The US Furniture Retailing Market Structure
    2. American Consumption Habits and IKEA Core Target
  2. Sustainable growth objectives

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.

[...] Taking the hypothesis of the US furniture retailing annual market with a growth of (which is a reasonable hypothesis due to anterior figures and the path followed by Europe), IKEA's market shares in the US would increase from 2 to What makes me state that? It is actually a sustainable objective if the sales increase from $ 1.34 billion to $ 4.8 billion representing an average annual growth rate of which is within the range of the Group's (in one decade) average annual growth rate period 1993-2003 In other words, its organic growth strategy objectives for the US market are similar to the trend followed by the Group. [...]

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