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 (F): Expanding in Africa

By: Ramon Casadesus-Masanell and Gamze Yucaoglu
  • Format:Print
  • | Language:English
  • | Pages:6
ShareBar

Abstract

he case opens in 2018 after KITEA has recorded two years of double-digit sales growth following IKEA’s entry into the Moroccan market. It then traces the factors that contributed to KITEA’s success and that led Tana Africa Capital Limited to acquire a minority stake in the company. In February 2018, following the acquisition, the partners announced plans to create a presence in North and West African countries through KITEA’s stores. The case asks whether, after a number of frightening years, KITEA was ready to expand internationally to Sub-Saharan Africa and, if so, what the optimal structure and pace for this expansion should be.

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; Success; Expansion; Strategy; Retail Industry; Africa; North Africa; Morocco

Citation

Casadesus-Masanell, Ramon, and Gamze Yucaoglu. "KITEA (F): Expanding in Africa." Harvard Business School Supplement 719-423, March 2019.
  • Purchase

About The Author

Ramon Casadesus-Masanell

Strategy
→More Publications

More from the Authors

    • April 2025
    • Faculty Research

    Radical Transformation at Bayer: Dynamic Shared Ownership

    By: Boris Groysberg and Gamze Yucaoglu
    • March 2025
    • Faculty Research

    adidas (B): Defining a Strategy for Reebok

    By: Ramon Casadesus-Masanell, Claudio Feser and Karolin Frankenberger
    • March 2025
    • Faculty Research

    adidas (A): Defining a Strategy for Reebok

    By: Ramon Casadesus-Masanell, Karolin Frankenberger and Claudio Feser
More from the Authors
  • Radical Transformation at Bayer: Dynamic Shared Ownership By: Boris Groysberg and Gamze Yucaoglu
  • adidas (B): Defining a Strategy for Reebok By: Ramon Casadesus-Masanell, Claudio Feser and Karolin Frankenberger
  • adidas (A): Defining a Strategy for Reebok By: Ramon Casadesus-Masanell, Karolin Frankenberger and Claudio Feser
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.