Case study paper “IKEA Invades America”, Youngme Moon, Harvard Business School, September 2004.
[url removed, login to view] general, what is the IKEA’s competitive strategy? Which customers does IKEA seek to satisfy, and with what products and services? (15 marks)
How has IKEA developed its supply chain strategy to fit its competitive strategy?
[url removed, login to view] position has IKEA established in the furniture retailing industry in the United States?
[url removed, login to view] has IKEA achieved its business idea “Low Price with Meaning?
4. Some industry observers have suggested that IKEA should open a number of smaller, satellite stores across the United States (e.g., in shopping malls, etc.). By offering a limited range of IKEA products, these “IKEA Lite” shops would presumably give consumers who do not otherwise have access to a full-size IKEA the opportunity to experience the brand. In addition, consumers who do live near a full-size IKEA would be able to use these mini-outlets to make minor purchases (e.g., purchase a set of mugs, as opposed to an entire living room set). Do you agree with this idea? Why or why not? Your discussion and answers need to be linked to the way in which IKEA has translated its competitive strategy to the corresponding supply chain strategy
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