Question: Based on article below,Which distribution channel structure was adopted by IKEA in Russia? Please provide evidence to support your answer. (word limit: 250 ) In
Based on article below,Which distribution channel structure was adopted by IKEA in Russia? Please provide evidence to support your answer.
(word limit: 250)
In the spring of 2009 IKEA thus had 11 stores operating in Russia. Most of these locations were mega mall shopping complex operated by IKEA. The shopping complex at the Tyoplyi Stan site in Moscow for example accommodate around 210,000 square meters of retail space and 240 retail outlets. The mega malls were treated as a separate business, and were an addition to IKEA's core concept. Normally, IKEA does not manage or develop shopping centres but this was considered necessary in Russia due to its lack of an existing structure of large branded stores and external as well as central shopping centres of a Western kind. Previously, many Russians have shopped for furniture as well as other products in outdoor markets or at smaller, local stores. From IKEAs perspective developing a whole mega mall was part of attracting Russian customers to the stores.
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