Strategies in the price war on the furnishing market in France / Marion EDELMANN / 2018

Titre : Strategies in the price war on the furnishing market in France : How can companies still create value ? Type de document : Mémoire Auteurs : Marion EDELMANN Année de publication : 2018 Importance : 27 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Entreprise IKEA ; BUT ; CONFORAMA ; ALINEA ; FLY Management MODELE D'ENTREPRISE ; CREATION DE VALEUR ; AMEUBLEMENT SECTEUR Résumé : IKEA business model is known since several decades but its success is still intriguing, that is why the author became interested about value creation’s strategies in a price war. Because of the economic crisis, furnishing market had suffered of a decline of its sales. The market leaded by specialized mass-retailors, had seen IKEA revolutionized the sales method in 1981 and took the lead later. The Swedish retailor had launched a price war which is hard to control and can be dangerous for the sector by leading in a vicious circle. Other actors like BUT and Conforama have been put on the backburner and need to maintain their market shares and even win new ones with offensive strategies. But the main losers of those events are ALINEA and FLY which are flirting with the bankrupt since several years and did not find their keys of success. It will be their challenges for the next years to stay sustainable. Note de contenu : Bibliogr. p. 27 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=484771