Les plans de croissance du distributeur Ikea sur le marché américain

The US furniture retailing market is very fragmented. As the top 10 furniture retailers only stands for less than 15% of the market share, ikea's penetration strategy of the US market is very difficult. In a highly fragmented market, gaining market shares is harder than in a concentrated market.
Besides, ikea is a generalist furniture retailer, i.e. it proposes case goods, upholstered furniture, bedding, ready-to-assemble furniture and casual furniture.

Nonetheless, the US market is also highly structured. The first two categories account for 90% of the market, while ikea is a generalist and has a product line-up covering equally all those segments.