The IKEA Edge: Building Global Growth and Social Good at the World's Most Iconic Home Store

CHAPTER 5The Market Perspective

Let us change the perspective for a moment. Instead of looking at what market shares, sales, and profit companies can get from the countries they operate in, let us see how a company can add value in a specific market. Let’s consider the example of Ikea’s contribution in emerging markets.

1. Offering well-designed, quality, functional, sustainable home furnishing at low prices for the middle classes. In developing Ikea’s concept of our customer base, we had to consider who wanted our product. The rising middle class has a substantial need for home furnishings. The market typically consists of imported expensive designer brands or low-quality local handicraft products.

Ikea is perfectly placed to take advantage ...