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Though not very successful initially, through its market research and impulsive advertisements, IKEA captured major market share in the US market and also the reputation of being the fastest-growing furniture retailer in the US. Though IKEA's target of 50 stores in the United States looks optimistic, considering the market potential of the US furniture market, the target is realistic if IKEA could address the challenges ahead of it in the US market.
Changing strategy is it worth a try
Customers will be deprived of an unique IKEA shopping experience if IKEA decides to open smaller stores in shopping malls...
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