The Swedish retailer dominates markets in 32 countries, and now it’s poised to conquer North America. Its battle plan: Keep making its offerings less expensive, without making them cheap.
1. What are IKEA’s competitive priorities?
2. Describe IKEA’s process for developing a new product.
3. What are additional features of the IKEA concept (beyond its design process) that contribute to creating exceptional value for the customer?
4. What would be important criteria for selecting a site for an IKEA store?