In 1951, IKEA was forbidden from selling directly to customers at fairs because various retailers thought that Ingvar was selling imitation. By 1952 IKEA was not allowed to show their prices on their furniture and the retail cartel members told the manufacturers not to sell to IKEA. Ingvar decided to buy from a few independent Swedish furniture makers and by establishing new sources in Poland. By doing this Ingvar realized that he could charge even lower prices on the furniture. The IKEA range focused on home furnishing products during the early 1950s. The opening of the showroom was an important moment in the development of the IKEA concept. For the first time, customers could see and touch the furnishings before ordering. This came about as a solution to the problem, as IKEA found

The heart of IKEA strategy is in its product range. In the 1980’s the product range had been expanded into a wide variety of household goods including carpets, wallpaper, pillows, table lamps, kitchen utensils and potted plants.

So, in the late 1980s Ingvar and his management team worked on some new strategies to take IKEA into the next decade. So, through extensive promotion IKEA decouples the customer’s linkage between the ease of assembly and low price on one hand and the low product quality on the other, while attempting to expand their markets to other segments. These other segments included marketing office furniture for the older, richer more traditional people. This helped give IKEA the push that they needed.

itself in a price war with its main competitor. As both companies lowered prices, its quality came at a great risk. So, by opening a showroom, IKEA could in three dimensions present its products with function quality and low price. And as a result, people did just what IKEA had hoped: they chose the products wisely, with the best value for the money. As a result, the business grew.

Overall IKEA hoped to reach a turnover rate of SKr19 billion by 1990, and triple that by 2000, but there were problems and concerns. There were some c

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