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Global Marketing

IKEA’s Grand Expansion to India

IKEA was founded in 1943 by Ingvar Kamprad, who was a 17-year old at the time.  IKEA is a Swedish multinational conglomerate that designs and sells ready-to-assemble furniture, kitchen appliances, and home accessories, among other useful goods and occasionally home services (Wikipedia).  They are also known for being pretty affordable and very simplistic, yet still being modern, while still having a range of styles within their products. They do have some products that are more expensive and personally, I do not really think it's worth it, but some people don’t mind paying any price for a simple product.  The thing that is probably the worst about IKEA is having to assemble the products yourself and sometimes the products are a lot harder than you would think to put together.  IKEA has come out with great service where they can come to your house and assemble the product(s) for you at an additional cost. 

IKEA has already expanded globally to a lot of different countries since they had first started in Sweden because as we know they have already expanded to the United States.  Even though there are going to be differences between the stores and expansion in each country, because of the cultural differences, customer base difference, location and so much more, they all bring the same Swedish atmosphere with the names of products, Swedish treats, and groceries, etc.  In 2018, IKEA was getting ready to expand its stores and business into India.  Warren Shouldberg, a Senior Contributor of Forbes.com, said “That’s pretty big news in itself as Western-based retailers have struggled to break through the Indian business bureaucracy, particularly when it comes to locating a physical store within the country.”  If IKEA was able to launch stores and business in India successfully, then they would officially be doing business in 37 countries.  IKEA has the opportunity to still be very successful in India, because they already have the global expansion strategy that they have been using for other countries that they have expanded in, compared to other big companies that have failed when trying to expand to India since they didn't have a diverse expansion strategy.  Another thing that would help them succeed in this expansion is that their products are so simple and modern they can be for anyone, in any country.  IKEA became part of the INGKA Group in India and they have been sourcing their products from all over the world, which has helped them with different partnerships and being successful in India.

IKEA's first store opening in Hyderabad, India. They used publicity stunts, such as the IKEA car/bike to help promote their store and opening.