Foreign Market Entry Srategies. : A Case study of IKEA entering Indian Market.
Abstract: Title: Foreign Market Entry Strategies A case study of IKEA entering Indian market Purpose: The purpose of this study is to describe factors that need to be considered when entering Indian market. Research Questions: (1) How does IKEA handles its market entry strategy in India? (2) What are the barriers for IKEA in Indian market? (3) Why is IKEA interested in Indian market? Methodology: This thesis has a deductive approach and a qualitative research method. The authors conducted a semi-structured interview with IKEA’s Managers and as well gathered information from the company’s website, google scholar and Linnaeus University library. Conclusion: According to the study findings and the analysis results, it was identified that IKEA takes into consideration different factors when entering the Indian market and in order to overcome these barriers IKEA consider sourcing locally and also uses franchising as a mode of entry to minimise any potential risk.
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