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    KITEA (E): IKEA's Opening Day

    Casadesus-Masanell, Ramon ; Yucaoglu, Gamze

    • Reference: HBS-719422-E

    • Year: 2016

    • Number of pages: 5

    • Geographic Setting: Africa;Morocco

    • Publication Date: Mar 18, 2019

    • Source: HBSP (USA)

    • Type of Document: Case

    • Industry Setting: Retail trade

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    Description

    The case opens in 2016 as Amine Benkirane, CEO of the furniture retailer KITEA, observes KITEA's dormant sales on the day IKEA opens its first store in Morocco. It then provides information on IKEA's Morocco store, as well as a detailed pricing comparison between IKEA products in Morocco and elsewhere and similar products sold by KITEA. The case then asks whether KITEA had any chance to compete with IKEA under the current circumstances, taking into account its extensive preparation for the competition.

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    Keywords

    Competitive advantage Competitive Strategy Corporate strategy Entrepreneurship General management Product adaptation Strategic planning Strategy