The IKEA Edge: Building Global Growth and Social Good at the World's Most Iconic Home Store

CHAPTER 13The European Expansion

The goal in Ikea’s 10/10 plan was to capture a substantial share in the European and North American markets. By “a substantial share,” the plan meant that Ikea should become the market leader in all European markets and reach a share of around 10 percent by 2009. At the time the plan was formulated in 1999, the country market shares ranged from 3 percent to 5 percent in most European markets outside Sweden. A commercial strategy in Europe that included aggressive price reductions and priority on the range areas of kitchen and bedroom, among other things, really paid off. In 1999, Europe contributed 80 percent of the Ikea turnover, and 10 years later, in 2009, this ratio had not changed in spite of major investments ...