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  • March 2019
  • Supplement
  • HBS Case Collection

KITEA (F): Expanding in Africa

By: Ramon Casadesus-Masanell and Gamze Yucaoglu
  • Format:Print
  • | Language:English
  • | Pages:6
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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.
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About The Author

Ramon Casadesus-Masanell

Strategy
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