이케아 국제경영전략

소개글

"이케아 국제경영전략"에 대한 내용입니다.

목차

1. About Ikea, International experience
2. MNE´s Internationalization
3. New foreign market
4. Entry mode
5. Risks
6. Recommendation

본문내용

About

Found in 1943 by Ingvar Kamprad in Sweden

Headquarter: Leiden, Netherlands

CEO: Jesper Brodin

Revenue: 37.05 billion EUR (2018)

International experience

Ikea entered Chinese market 20 years ago

27 stores

In 2017 6% of total company revenue made in China

Increasing competition

Less success in Chinese market

Large stores not appealing to customers --> less time for shopping

1.41$ investment in digitalization and user experience

Transitioning to smaller format shops located directly in city

Chinese strategy trend to reform Ikea

참고 자료

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https://www.caixinglobal.com/2019-08-22/ikea-to-invest-14-billion-in-china-with-focus-on-e-commerce-101453827.html
https://www.retail-insight-network.com/comment/ikea-in-china/
https://www.inkstonenews.com/business/ikeas-china-head-says-you-can-nap-showroom/article/3024396
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2016 브라질 진출전략(2016 Brazil Entry Strategy), 상파울루 무역관(Sao Paulo Trade Center), KOTRA, 2015
https://www.researchgate.net/publication/289972057_Internationalisation_of_retailing_-_The_case_of_IKEA
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“Archive.” World Economic Forum, www.weforum.org/agenda/archive/big-data/.
Barbosa, and Carpinetti. “Brazil Aims to Reform Complex Tax System.” International Tax Review, International Tax Review, 19 Nov. 2019, www.internationaltaxreview.com/article/b1gtv5h2rdftqc/brazil-aims-to-reform-complex-tax-system.
GlobalEDGE: Your Source for Global Business Knowledge, www.globalEDGE.msu.edu/resourcedesk/mpi.
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Sallói, Bálint. “File:Map of IKEA Stores.svg.” Wikipedia, Wikimedia Foundation, 2017, en.wikipedia.org/wiki/File:Map_of_IKEA_stores.svg.