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Low Pricing Strategy

Essay specific features

 

Issue:

Miscellaneous

 

Written by:

Shawn H

 

Date added:

December 10, 2014

 

Level:

University

 

Grade:

A

 

No of pages / words:

4 / 907

 

Was viewed:

6376 times

 

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Essay content:

From 1997 to 2001, the revenues of IKEA doubled from $66 million to $1.27 billion in five years. Looking at the growth rate over the past decade, it seems possible for IKEA to reach this goal. However, IKEA faced several challenges: American’s mind-set, competition from established furniture retailer and different customer’s preference...
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To address to these challenges, IKEA needs to apply market leader strategy expanding total market size, defending and developing its market share to achieve this goal. IKEA Brand: lasting advantage One of IKEA’s lasting advantages is its brand. To many consumers, IKEA means low-priced furniture, Scandinavian design and style, shopping convenience...
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