28 Oct Identify key players (e.g., customer groups, supplier companies, major organizations) that IKEA deals with in its operation and, from the marketing perspective, describe what IKEA exchanges w
Identify key players (e.g., customer groups, supplier companies, major organizations) that IKEA
deals with in its operation and, from the marketing perspective, describe what IKEA exchanges with
each of the key players in order to make money in its business.
Q2) Based on the textbook case and the assigned articles, define IKEA’s target consumers in the U.S.
in terms of age, education level, income level, city size, and fashion taste.
3
MKT 4800 Fall 2022
IKEA: Answer Form
Student Name:
Grading Criteria
1) This assignment requires formal business writing. Your writing tone should be formal.
2) All sentences must be complete. Bullet points are not acceptable.
3) Use proper grammar.
4) You must use your own words in your answers. Do not copy and paste sentences from the textbook case or the assigned articles.
5) The majority of your grade will be based on correctness and quality. Regarding quality, an answer with fewer than four (4) lines on computer viewing (not on smartphone viewing) will be considered as a poor-quality answer.
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Q1) Identify key players (e.g., customer groups, supplier companies, major organizations) that IKEA deals with in its operation and, from the marketing perspective, describe what IKEA exchanges with each of the key players in order to make money in its business. |
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Q2) Based on the textbook case and the assigned articles, define IKEA’s target consumers in the U.S. in terms of age, education level, income level, city size, and fashion taste. |
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Q3) Based on the textbook case, the assigned articles, and your own experience (if applicable), what has IKEA done well in the furniture retailing business? In other words, what are IKEA’s success factors in the furniture retailing business? |
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Q4) How does IKEA reduce its overall costs in production and supply chain management? [Hint: This question is based on the textbook case.] |
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Q5) Why is “furniture hacking” important for IKEA’s future? What are the benefits of allowing and embracing “furniture hacking” for IKEA? [Hint: This question is based on the second assigned article.] |
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Q6) Based on the last two assigned articles, identify two (2) major changes or initiatives that IKEA has launched recently and describe how they can improve shopping experience for its customers. |
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IKEA’s Change 1: IKEA’s Change 2: |
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