IKEA Invades America Youngme Moon 2004
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Topic: IKEA Invades America Youngme Moon 2004 Section: Case Study Help IKEA, the global furniture giant, has decided to expand its reach to the US market by opening stores in California, Oregon, and Washington. The opening comes at a time when US retail is booming with sales expected to hit $331 billion this year. The news was confirmed by Peter Bernhard, the head of home furnishings for IKEA America. The stores, which will be opened this fall, will offer furn
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“The new IKEA stores in America, which opened last week, are a big deal in many ways. redirected here First, they have been launched at the right time. IKEA has been planning for the United States for the last five years, but the financial crash of 2008 was a big delay. However, the American market is growing at a faster pace than any other region of the world, and there are many signs that Americans are ready to accept the world’s biggest furniture chain. Secondly, the launch of the stores has been achieved at an
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As an architect and urban designer, Youngme Moon wanted to create a unique product for American homeowners. Youngme wanted to bring his innovative and eco-friendly approach to the United States marketplace. Inspired by a study on Chinese-American homeowners, Youngme came up with a product to suit this population: an innovative wooden furniture solution. Inspired by his experiences and observations in China, he developed a modular system that would allow individuals to customize their own space and also provide flexibility for individual style. I first had
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Ikea’s entry into the US Market is a triumph, a game-changer and an innovation of the highest order. The IKEA of Europe may be synonymous with functionalist design, but its US entry (via Flushing, NY) has made a real contribution to American interior design and style. With a store in every neighborhood, and with an enviable range of interior furnishings, the IKEA of America has not only a distinctly American character but is a force for regionalism and Americanization of the furniture industry. My
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IKEA Invades America is a groundbreaking consumer study conducted by Youngme Moon. The study shows how IKEA’s “new” approach can work for any brand. IKEA’s unique value proposition – “Everything for Everyone” – is shown to be a powerful weapon in the battle for customers. In fact, IKEA has been able to attract and retain customers through its “value-based” pricing. “We are not interested in price in the traditional sense,” says Michael Rosenfield, vice president of marketing for IKE
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When the IKEA opened the first store in America, a few people thought of it as a small experiment. They didn’t know about IKEA’s plan to expand to a large scale. Some were disappointed, while others were impressed by the store’s quality and the way it brought the Swedish design company to the United States. this hyperlink But no one knew that the next few years would see IKEA bringing even more of its products to the New World. The move surprised many who saw IKEA’s plan to invest in American customers. IKEA was