Ikea

1
Ikea

• Preparation Guide

2
Preparation for quiz

• Read case
• Perform a competitor analysis
• (compare IKEA with two distinct competitors,
  i.e. two competitors pursuing a different
  strategy)
• Study the market research exhibits (What are the
  most important insights you can gain?)
• Answer the case questions (see next page)
• Handwritten notes are allowed

3
Case questions

• What factors account for the success of IKEA?
• What do you think of the companys product range
  and product strategy? Do you agree with the
  matrix approach described in figure B of the
  case?
• Despite its success there are many downsides to
  shopping at IKEA. What are some of these
  downsides?
• How would you improve IKEAs value proposition to
  make it even more attractive to American
  consumers?