In China, however, it faced peculiar problems. Its low-price strategy created confusion among aspirational Chinese consumers while local competitors copied its designs. It also assesses some lessons the company learnt in China that might be useful in India, where it plans to open its first store by and 25 stores in 10 to 15 years. He began by selling pens, wallets and watches by going door to door to his customers. When he started selling his low-priced furniture, his rivals did everything to stop him.
IKEA is the Dutch company it has the roots in Sweden which is supposed to be one of the greatest owners of the retail stores selling furniture and home appliances. It is known that the IKEA has Swedish roots and supports the reputation of the Swedish company in all the marketing communications. At the age of five little Ingvar bought matches in Stockholm wholesome and sold them in his village for the more expensive price. Ingvar continued this business further and soon increased the choice of his production and delivered the goods himself or by post. In he started to sell furniture and opened his first IKEA store. The chain of the stores began to develop very rapidly and in Ingvar Kamprad entered the international market starting from Norway. The company not only sells but designs its products in order to satisfy its customers.
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Operating in 41 countries, IKEA is a global destination store for home furnishing, appliances, ready-to-assemble furniture, home accessories and kitchen products. The largest market for the company is Germany with 44 stores followed by the United States with 37 stores. According to the company million people visited its stores last year.