In 1974, Swedish giant IKEA decided to enter Japanese market with a local partner. It failed to win Japanese consumers' heart and withdrew in 1986. But their second attempt in 2006 is a success story. Let's see why. Story of Failure One of the most characteristic features of IKEA is "Assemble Yourself" philosophy which reduces costs and results in low prices. Even their marketing statement is: “Your partner in better living. We do our part, you do yours. Toget her we save money.” Another characteristic feature of IKEA is its standardized product range which changes only 10% in different countries, in other words 90% of its product range is almost the same all over the world. When they entered to Japanese market in 1974, they have only been in 4 other European countries yet. This was their first attempt outside Europe and although they lacked experience, they were quite sure that IKEA's unique philosophy would work well everywhere. They didn'
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