The Research Of Ikea Shanghai Competitive Strategy

Since China government opened retail industry to the outside world in 1992, it made tremendous change for China retail industry in the past 20's years. The huge consumer demands in Shanghai attracted international retailers and made the competition in Shanghai retail market to be more intense. The explosion of financial crisis in 2008 caused a global economic recession; it also provides a superexcellent opportunity for every retailer to expand the business in China and Shanghai.IKEA was on board Shanghai in 1998 and scored good sales increment in the past 9 years. However, the sales status in Shanghai was decreased sharply during the economic recession period. This thesis integrates IKEA's vision and analyzes the opportunity and challenge in Shanghai market. By making a study of the industry and comparing strengthen and weakness between IKEA and competitors, we generate the best strategy to help IKEA to be more competitive in a long-term plan.