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1 Introduction
1.1 Problem definition
At present IKEA has expanded to a large degree merely in Europe, Asia and North America. Yet they have not entered Mexico. With this paper I intend to investigate whether or not IKEA is ready to expand into the Mexican market. I will base this upon a thorough SWOT analysis which will include parts of Hofstede's cultural dimensions and the VRIO framework. The Conclusion and Recommendations will state whether or not IKEA should initiate business in Mexico.
1.2 Company Background
The founder of IKEA, Ingvar Kamprad, was born 1926 in Småland. Starting at a very young age, Mr. Kamprad was always engaged in some kind of a business and in 1943, he received a gift from his father that enabled him to establish his own company. The name IKEA arose from his initials, IK, the farm were he grew up, Elmtaryd, and the city, Agunnaryd, where he is from. In the beginning IKEA offered pencils, wallets, and clocks. Kamprad tried to satisfy every need he could......

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Approximate Word Count: 6669
Approximate Pages: 27 (250 words per double-spaced page)

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