Ikea

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Japan was another market where IKEA performed badly initially, exited the market completely and then re-entered the Japanese market with an alternative store design with which it finally found success. The IKEA entered the Japan market in 1974 through a franchise arrangement with a local partner, only to withdraw in failure in 1986. Japan was one of the first markets outside its original core European market and despite Japan being the second largest economy in the world at the time IKEA did not adequately adapt its store layout strategy to the Japanese consumer. Japanese consumers did not have a culture of DIY furniture assembly, and many in the early days had no way to haul the flat-packs home to their small apartments. Nor did the store layouts familiar to European customers initially make much sense to Japanese consumers. So prior to re-entering the Japanese market in 2006, IKEA management did extensive local market research in more effective store layouts. One area of local adaptation was the room displays common to every IKEA store worldwide. Rather than just replicate a typical European room layout, the IKEA Japan management was careful to set up room displays more closely resembling Japanese apartment rooms, such as one for "a typical Japanese teenage boy who likes baseball and computer games".

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IKEA - Wikipedia
IKEA - Wikipedia
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Ikea — Wikipédia
Ikea — Wikipédia
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IKEA – Wikipedia
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Ikea – Wikipedia
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IKEA – Wikipedia
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