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  • March 2019
  • Supplement
  • HBS Case Collection

KITEA (E): IKEA's Opening Day

By: Ramon Casadesus-Masanell and Gamze Yucaoglu
  • Format:Print
  • | Language:English
  • | Pages:5
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Abstract

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.

Keywords

Private Sector; For-Profit Firms; Business Strategy; Strategic Planning; Competitive Strategy; Competitive Advantage; Adaptation; Corporate Strategy; Retail Industry; Africa; North Africa; Morocco

Citation

Casadesus-Masanell, Ramon, and Gamze Yucaoglu. "KITEA (E): IKEA's Opening Day." Harvard Business School Supplement 719-422, March 2019.
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About The Author

Ramon Casadesus-Masanell

Strategy
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