Case Study: IKEA Organization IKEA is the world's largest supplier of furniture and utensils, with 331 self-owned and franchised shops in 41 countries, stretching from Sweden to the United States, from Britain to Israel, Saudi Arabia, Indonesia, Russia, and China. IKEA is founded in Sweden, in 1943, by Ingvar Kamprad, who began by peddling useful items to neighbors on his bicycle. Since its inception, IKEAs vision has been to create a better everyday life for many people by offering a wide range of well-designed, functional home furnishings at low-price that many people can afford their products. IKEAs foundation initially focused only on architecture and interior design. They believe that home is the most important place in the world. Over the years, IKEA becomes active in addressing the root causes of child labor as well as endeavors with major partners to promote childrens rights and education (IKEA Foundation, 2020). Corporate culture reflects the behavior of the company as a whole. In other words, this means that their culture and values are how they want the world to see them. Like IKEA, there are 8 key values IKEA, which are togetherness, caring for people and the planet, cost-consciousness, simplicity, renewing and improving, different with meaning, giving and taking responsibility, and leading by example (about.ikea.com, n.d). IKEA believes that every individual has something valuable to offer and strives to have the same values in the way that works. As there are many people who can afford a beautiful and functional home, IKEA constantly takes challenges to produce more without compromising on quality. This enables more consumers to choose IKEA as their choice to purchase products and services. IKEA is also constantly looking for new and better ways forward because they believe that whatever they do today, they can do better tomorrow. Finding solutions to almost impossible challenges is part of their success and a source of inspiration for them to move on to the next challenge (about.ikea.com, n.d). As one of the largest furniture retailers in the world, the most important thing that ensures IKEA is always one step ahead of its competitors is the quality of the products they produce. In order not to be eliminated from the global market, the company continues to develop new products which are of interest to consumers and at the same time catch up to the market. Therefore, there is a wide variety of products and services produced by IKEA. As a one-stop company for furniture, IKEA has every single thing that consumers need and provides them in different styles, from vintage to modern. The categories of products provided by IKEA include outdoor and indoor furniture, kitchen appliances, laundry and cleaning products, pots and plants, home smart, home electronics, home improvement tools, safety products, leisure, and travel products. The variety of products at a reasonable price. This plays an important role in influencing consumer behavior in choosing IKEA as their destination for shopping for household appliances (Etukudoh, Joe & Joe, 2019). The services provided by IKEA might also be a strong factor that influenced consumers behavior towards IKEA. First, the online platform provided by IKEA brings convenience to the customer (Kibe & Karestrand, 2019). It provided information, listed on products and services, buying guide, a tracking service, and a platform for customers to connect with the company. The return policy of IKEA provides 365 days return period with proof of purchase for a full refund may also be a factor that affects consumer behavior. Next, IKEA also offered planning tools. Planning Tools to fulfill the demand of customers who wish to design an office but have no idea and online planning services for customers who wish to have a home sweet home. Nevertheless, there are still plenty of services provided by IKEA that consumers can find on their official website. In conclusion, the quality, design, and cost advantages of the product produced by IKEA and the variety of useful services applied by IKEA is playing an important role in influencing consumers behavior in choosing IKEA as their optimum furniture brand.

What challenges and opportunities does IKEA face in marketing to home sweet home consumers? Provide at least two challenges and opportunities.