CHAPTER 6Creating a Unique Product Range
The product range is at the core of any retail company. Being able to differentiate in range and price versus the competition is more important than any other aspect of retailing. Location, services, store standards, etc., are all important, but they are secondary to having an attractive product offering. Range differentiation is a major challenge in many retail sectors, such as food, DIY, or electronics, where the major brands are developed and owned by other companies further back in the value chain.
Ikea controls the entire value chain including the product range, a factor that puts it in a good position. Both the company vision and the business idea clearly state what Ikea is about: “To create a better ...
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