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Essay Details:
Essay text:
The fact that IKEA hopes to have fifty stores in operation in the Unites States by 2013 is an indication of how
optimistic the company is about the viability of its value proposition in this country. Do you think IKEA is being overly
optimistic in its growth plans? How would you improve IKEAs value proposition to make it even more attractive to
American consumers?
5. To achieve the kind of growth that IKEA is hoping for, should the company change its product strategy? If so, in what
way(s)? What about its product rangeare there limitations to the matrix approach? Should the company expand its
product lineup to include a greater number of styles and price points? In what other ways should the company consider
changing its product lineup?
6...
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