Instructions: Go to IKEAs website or store as a customer thumb through their catalogue, poke around their website, tap on their app, maybe even go to the store and try the meatballs (if possible). Youve likely shopped at the store previously, but do so again with the customer journey in mind. At each step of your journey ask yourself, Is IKEA customer centric? Then, write a six-page paper detailing your findings. The purpose of this paper is to discuss if IKEA as a company is customer centric or product centric. You will do this by focusing on these main areas. Target customers Customer experience: digital and in-person (if possible) Employee training The research paper is to be broken down as follows: Page 1: Cover Page Please include the following on your cover page: IKEA Customer Centricity Research Report Your name here Student number here Submitted in partial fulfillment of the requirements for MGMT223 Customer Centric Strategy School of Business, Centennial College Toronto, Ontario Professor Name Here Date MGMT 223 CENTENNIAL COLLEGE Customer Centric Strategy 2021 CENTENNIALCOLLEGE.CA All rights reserved. 2 Page 2: Target Market Who are IKEAs target customers? Describe who they are with demographic and psychographic breakdowns. Page 3: Customer Experience From the first point of contact to product purchase, what happens along the customer sales journey? How do people find out about IKEA? What is the user experience on their website? What is it like to use their phone app? What is it like going to the store (if applicable)? Are the staff helpful? Page 4: Employee Training What does IKEA do differently than other furniture stores? How are the behaviors of IKEA sales staff different from other brands? What do they do really well? What do they do that can use some improvement? Page 5: Conclusion Based on your opinion and referenced experiences, identify why you feel, believe, or know that IKEA is a product-centric or customer-centric company. Page 6: References based on your opinion and referenced experiences, identify why you feel, believe, or know that IKEA is a product-centric or customer-centric company. Requirements: 6 pages, double-spaced Proper APA format See evaluation schedule for due date