Article : IKEA Invades America By Youngme Moon
Answer the following questions in an overall 2-3 page brief essay format.
1. What factors account for the success of IKEA?
2. What do you think of the company's product strategy and product range? Do you agree with the matrix approach described in Figure B of the case? Why or why not?
3. What would an "IKEA lite" concept do for the brand? (smaller satellite stores with limited selection of impulse or staple items for sale)
4. At the time of the case, IKEA was very optimistic about their U.S. growth plans. How would you improve IKEA's value proposition to make it even more attractive to the U.S. consumer than it already is?