國際企業宜家家居拓展至印尼市場所將面對的挑戰

Challenges on IKEA Expansion to Indonesia

黃小玲(ELLEN NG)

指導教授 ： 林修葳

國立臺灣大學/管理學院/企業管理碩士專班/碩士(2013年)

https://doi.org/10.6342/NTU.2013.00041

摘要

無資料

關鍵字

宜家家居 ； 印尼 ； 拓展

並列摘要

Indonesia is a developing country which recently experiences strong economic growth in all industry sectors. Many foreign companies plan to invest in Indonesia in the coming years. One of them is IKEA the giant furniture retailer from Sweden. With the strong concept IKEA has expanded into 40 countries and in 2014 IKEA will open the first store in Indonesia.
In expanding to a country, several factors are taken into account in order to figure out the attractiveness of the market. In this paper, IKEA expansion to Indonesia is analyzed by using 5 keys of home furnishing consumption as defined by Euromonitor. The Indonesia home furnishing industry is growing due to the stable economic and rising disposable income thus the people is spending more on durable goods. However, several challenges might arise from the fact that the local people are not accustomed to DIY concept, the many competitors in the market and the location of IKEA first store since it is located outside the city center. Based on the analysis on the challenges that IKEA might face in Indonesia, this paper suggests some solution to minimize the potential issues.
Finally, though the IKEA expansion to Indonesia is expected to face some issues, based on the interviews with top management of IKEA and the author’s analysis, IKEA is pretty optimistic in term of competing with local competitors and seizing the market.

並列關鍵字

IKEA ； INDONESIA ； EXPANSION

參考文獻

National Statistics Indonesia. (2013). Statistics Indonesia. [online] Available at: ( http://www.bps.go.id/eng/) [Accessed 12 April 2013].

The World Bank. (2013). Indonesia. [online] Available at:

REFERENCES

Ace Hardware. (2011). About Ace. [online] Available at: (http://acehardware.co.id/about) [Accessed 14 April 2013].

Agri-Food Trade Service. (2011). The Indonesian Consumer Behavior, Attitudes and Perceptions toward Food Products. [online] Available at: (http://www.ats-sea.agr.gc.ca/ase/5715-eng.htm) [Accessed 5 April 2013].