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商品編號： W18374 出版日期： 2018/06/28 作者姓名： Mehdi, Mokhalles;Nafees, Lubna;Bhagavath, Shriraam S. 商品類別： General management 商品規格： 11p 再版日期： 地域： India;Sweden 產業： Retail trade 個案年度： 2016 - 2017
商品敘述：
In May 2017, IKEA India''s chief executive officer (CEO) was facing a dilemma. The company had decided to start its business operations in India by opening an experience centre in Hyderabad in November 2018, followed by furniture retail outlets across India by 2025. Key target segments were young, middle-class price-conscious consumers. IKEA India aimed to sell its products at a low price, aligning with its vision. However, the CEO was challenged with developing a strategy for business growth at a time when major global retailers were going bankrupt. He needed to figure out the appropriate pricing and supply chain strategy for India''s complex and diverse environment, while offering value to consumers. Mokhalles Mehdi is affiliated with Kaziranga University. Lubna Nafees is affiliated with Appalachian State University.
涵蓋領域：
Consumer behavior;Marketing strategy;Relationship management;Suppliers;Value creation
相關資料：
Case Teaching Note, (W18373), 9p, by Mokhalles Mehdi, Lubna Nafees, Shriraam S. Bhagavath
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