“IKEA Slowly Expands Its U.S. Market Presence” (located in textbook appendix)
After reading, reviewing and analyzing the case study, pretend you are the VP of Marketing for IKEA. Outline your position and objectives in a plan to the Board of Directors. Develop a PowerPoint Presentation that will address (at a minimum) the questions listed below. You may include other insights gleaned from our study of marketing analysis so far. Also, cite at least 2 outside sources to support your analysis.
- Given the SWOT analysis presented in the case, what are IKEA’s key competitive advantages?
- What should the strategic focus be as the company looks to expand further into the US market?
- What strategic options, steps and alternatives would you direct IKEA to make to further penetrate the US market?