Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • March 2019
  • Supplement
  • HBS Case Collection

KITEA (B): Getting Ready to Face IKEA

By: Ramon Casadesus-Masanell and Gamze Yucaoglu
  • Format:Print
  • | Language:English
  • | Pages:7
ShareBar

Abstract

The case opens in September 2015, when IKEA is about to open its first store in Morocco. It then chronicles the efforts of KITEA CEO Amine Benkirane and his son Othman between 2013 and 2015 to prepare KITEA for IKEA’s entry. After incurring losses for the first time in 2013, KITEA had bounced back and recorded profits and growth in 2014 and 2015. The improvements in supply chain management, product range, and relationships with stakeholders that the duo had been working on tirelessly seemed to be paying off. After an intense preparation period, was KITEA ready to face off against IKEA in Morocco?

Keywords

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

Citation

Casadesus-Masanell, Ramon, and Gamze Yucaoglu. "KITEA (B): Getting Ready to Face IKEA." Harvard Business School Supplement 719-421, March 2019.
  • Purchase

About The Author

Ramon Casadesus-Masanell

Strategy
→More Publications

More from the Authors

    • November 2022
    • Faculty Research

    HBS Case Video Bosch eBike

    By: Ramon Casadesus-Masanell
    • November 2022
    • Faculty Research

    What are the lessons learned to make intrapreneurship successful in a large company

    By: Ramon Casadesus-Masanell
    • November 2022
    • Faculty Research

    What are the lessons learned from the e-bike business for other Bosch divisions

    By: Ramon Casadesus-Masanell
More from the Authors
  • HBS Case Video Bosch eBike By: Ramon Casadesus-Masanell
  • What are the lessons learned to make intrapreneurship successful in a large company By: Ramon Casadesus-Masanell
  • What are the lessons learned from the e-bike business for other Bosch divisions By: Ramon Casadesus-Masanell
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College