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  • January 2019 (Revised January 2021)
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KITEA (A): Democratizing Furniture in Morocco

By: Ramon Casadesus-Masanell and Gamze Yucaoglu
  • Format:Print
  • | Language:English
  • | Pages:18
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Abstract

The case opens in 2013 as Amine Benkirane, founder and CEO of the leading Moroccan furniture company KITEA, contemplates the loss his company has incurred for the first time in its 20-year history. The case then describes KITEA’s origins and provides a detailed overview of the business plan that enabled Benkirane to bring affordable modern furniture in flatpacks to the Moroccan market, which had previously been dominated by unorganized artisans. At the beginning of 2010, KITEA was a market leader with a robust market share of 24%. However, Benkirane read about rumors that IKEA was planning to enter the Moroccan market. The case explores in detail KITEA’s efforts to prepare for the increased competition. In 2013, KITEA found itself in a difficult situation, facing a downturn in the economy, a slowdown in sales, a delayed store opening, and souring creditor sentiment following the news about IKEA’s entry. Would KITEA be able to bounce back and remain competitive when IKEA entered the market?

Keywords

Retail; KITEA; Furniture; Furniture Industry; Entry Strategy; Responding To Entry; Localization; Competitive Interaction; Private Sector; For-Profit Firms; Business Model; Business Strategy; Strategic Planning; Strategy; Competitive Strategy; Adaptation; Corporate Strategy; Competitive Advantage; Retail Industry; Africa; Morocco

Citation

Casadesus-Masanell, Ramon, and Gamze Yucaoglu. "KITEA (A): Democratizing Furniture in Morocco." Harvard Business School Case 719-420, January 2019. (Revised January 2021.)
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About The Author

Ramon Casadesus-Masanell

Strategy
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Related Work

    • January 2019 (Revised January 2021)
    • Faculty Research

    KITEA (A): Democratizing Furniture in Morocco

    By: Ramon Casadesus-Masanell and Gamze Yucaoglu
    • March 2019
    • Faculty Research

    KITEA (B): Getting Ready to Face IKEA

    By: Ramon Casadesus-Masanell and Gamze Yucaoglu
    • March 2019
    • Faculty Research

    KITEA (E): IKEA's Opening Day

    By: Ramon Casadesus-Masanell and Gamze Yucaoglu
    • March 2019
    • Faculty Research

    KITEA (F): Expanding in Africa

    By: Ramon Casadesus-Masanell and Gamze Yucaoglu
    • March 2019
    • Faculty Research

    KITEA (C): A Surprise Delay

    By: Ramon Casadesus-Masanell and Gamze Yucaoglu
    • March 2019
    • Faculty Research

    KITEA (D): Further Changes

    By: Ramon Casadesus-Masanell and Gamze Yucaoglu
    • March 2019
    • Faculty Research

    KITEA (A)—(F)

    By: Ramon Casadesus-Masanell and Karen Elterman
    • February 2019
    • Faculty Research

    KITEA: Democratizing Furniture in Morocco (PowerPoint supplement)

    By: Ramon Casadesus-Masanell
Related Work
  • KITEA (A): Democratizing Furniture in Morocco By: Ramon Casadesus-Masanell and Gamze Yucaoglu
  • KITEA (B): Getting Ready to Face IKEA By: Ramon Casadesus-Masanell and Gamze Yucaoglu
  • KITEA (E): IKEA's Opening Day By: Ramon Casadesus-Masanell and Gamze Yucaoglu
  • KITEA (F): Expanding in Africa By: Ramon Casadesus-Masanell and Gamze Yucaoglu
  • KITEA (C): A Surprise Delay By: Ramon Casadesus-Masanell and Gamze Yucaoglu
  • KITEA (D): Further Changes By: Ramon Casadesus-Masanell and Gamze Yucaoglu
  • KITEA (A)—(F) By: Ramon Casadesus-Masanell and Karen Elterman
  • KITEA: Democratizing Furniture in Morocco (PowerPoint supplement) By: Ramon Casadesus-Masanell
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