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简述宜家在南美洲巴西的扩张case study

论文作者:www.51lunwen.org论文属性:案例分析 Case Study登出时间:2015-05-09编辑:felicia点击率:8297

论文字数:2974论文编号:org201505082009409113语种:英语 English地区:加拿大价格:免费论文

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摘要:本文是一篇有关business的留学论文,简述了宜家在南美洲巴西的扩张计划,希望通过这篇文章的学习能够帮助大家掌握基本的留学论文写作的方法。

宜家希望继续扩大其全球零售业务,并坚持秉承其全球特许经营的概念。我们建议立即扩大宜家,并进入南美洲市场,特别需要再巴西设置一个门面。我们使用平衡计分卡方法来解决扩张这样一个问题,我们也相信巴西有能力实现既定的战略计划。虽然我们获得的实际财务有限,但是我们相信最初的投资需要约2000万美元,每年的销售额估计能够超过7000万美元。本文就针对宜家巴西的扩张进行深入探讨。


Ikea's Entry Into South America


Executive Summary


Ikea seeks to continue expanding its retail presence around the world through worldwide franchising of the Ikea concept. We propose an immediate expansion of Ikea into South America, specifically a storefront in Brazil. Using a balanced scorecard approach we address the primary issues in such an expansion. We also believe Brazil is a logical candidate for longer term expansion on the manufacturing (sourcing) side of Ikea and provide supporting analysis for such expansion.


Although we have limited access to actual Financials, we believe the initial investment required to be about $20 million. Sales estimates exceed $70million per year. Since costs should also be typical of other sites around the world, expected earnings after tax are 8% of sales.


In addition to the need for access to capital, a well-located site for retail activity must be secured. This site would be at the edge of Rio de Janeiro or Sao Paulo near highway access.


Marketing Strategy: 'All marketing is based on the IKEA business idea: We shall offer a wide range of home furnishing items of good design and function, at prices so low, that the majority of people can afford to buy them' Although Brazilian customers are used to negotiating on price, we feel a fixed price retail store will do well since the prices are low, and the shopping experience is primarily self-service.


Most of the over 6000 products will continue to be produced in Asia and Europe. All products will continue to come through Ikea's distribution channel. Since the majority of furniture comes in a flat package, the distribution method has been proven to be cost effective. The possible need for regional distribution center is a risk factor that would increase investment required.


The regulatory environment in Brazil allows foreign investment and the repatriation of profits. With respect to people, Ikea has a strong culture. Ikea is a value driven company that values hard work. About 400 Employees will be hired for the first Ikea Brazil store. Training is available through Ikea University, which is uses traveling instructors and on line training materials. Overall Brazil looks like an attractive entry point into the South American furniture market.


Background


Founded in the late 1940's by Ingvar Kamprad created the concept of IKEA, a furniture company that provided quality fashionable furniture at prices everyone can afford. Although its business model at the time was much different then the mega stores today, this fundamental approach to furniture has remained the same.


Despite its very risk-adverse nature, IKEA became the first furniture company to expand internationally. High bulk to value, high transportation costs, and 论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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