For Prof. Goodman only

http://www.vanessaleong.com/Academic_writing_marketing.pdf

http://www.expert2business.com/itson/Articles/IKEA.pdf

http://www.scribd.com/doc/59951004/Case-Analysis-IKEA

http://www.scribd.com/doc/59951004/Case-Analysis-IKEA

http://www.slideshare.net/OsamaAlbarrak/ikea-strategic-case-study

Recommendations

- Rather than simply concentrating on lowering the cost and product price, IKEA needs to put more effort on customer wants and product innovation. In order to gain and maintain a competitive advantage in the market, IKEA should become a “customer-based” company that satisfies every customer’s need and want.

-  Most of the store location for IKEA is located in areas that are convenient mostly for the people who live in the metropolitan areas and college. IKEA should focus on those areas where the populations are transient and move house frequently.

- Since IKEA is the world’s top furniture retailer that uses a great number of wood, plastic, and fabric, IKEA should promote programs like tree plantation and other related CSR (Corporate Social Responsibility) activities to save the environment. Such activities will not only be a good way to make the planet earth a better home for people, but also enhance the brand name IKEA as well as the brand value of IKEA.