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IKEA to invest in Japan Introduction Japan is the IKEA Group’s new challenge. Within 4-5 years IKEA plans to open two stores in the Tokyo region. “IKEA’s low price policy together with a range focusing on small spaces are ideal for the Japanese. What’s more IKEA’s design is very similar to their own,” says Tommy Kullberg, IKEA’s country manager in Japan. Tommy Kullberg has a lot of experience of Japan where he has lived for over 10 years, working, among other things, as Sweden’s Trade Secretary in Tokyo. Japan has the world’s second largest economy. The economic downturn in recent years has changed consumer patterns to some extent with many Japanese people now looking for low-price alternatives. · The IKEA Group has a total of 148 stores in 22 countries · Turnover for FY 2001 was 10.4 billion Euros (SEK 99.2 billion) · 260 million people visited IKEA stores last year · 110 million copies of the IKEA catalogue are printed RECOMMENDATIONS To impose a global presence IKEA needs to capture and dominate not just the European market but also the North American Continent.
Approximate Word count = 477
Approximate Pages = 1.9
(250 words per page double spaced)
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