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Supplementary Case

KITEA (E): IKEA's Opening Day

By Casadesus-Masanell, Ramon / Yucaoglu, Gamze

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.

Collection: HBSP (USA)

Ref: HBS-719422-E

Format: PDF

Number of pages: 5

Publication Date: Mar 18, 2019

Language: English

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Description

Year: 2016

Geographic Setting: Africa;Morocco

Industry Setting: Retail trade

KITEA (E): IKEA's Opening Day

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KITEA (E): IKEA's Opening Day

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