Case analysis should be 3 -4 pages, double-spaced, 12-point font, and 1 in margins. The goal is to analyze the case not re-state it. You should focus on providing a
recommendation around the central theme of the case as well as address questions appropriate for the scope of the class. Cases are time specific so you need to
address the issues at the time the case was written. A case write up example is attached.
Case : Ikea invades America. The central theme in this case focuses on how a furniture company with a different positioning strategy and loyal European customer base
can successfully enter the US market, grow aggressively and take market share away from large embedded incumbents. According to the write-up sample and its divided
into 5 sections: Background, Data Analysis, Potential Strategies, Proposal, and the Appendix. In addition to this, I would like the class to focus on the following:
What factors account for Ikea’s success? What are downsides (if any) to shopping at Ikea?
The company has significant growth plans in the US. Do you think they are being overly optimistic? How would you improve Ikea’s value proposition to make it
even more attractive to American Consumers?
To achieve this kind of growth, should the company change it’s product strategy? If so, in what ways? Should the company expand its product lineup to include a
greater number of styles and price points?
Some industry pundits are suggesting that Ikea should open a number of smaller, satellite stores (limited range of Ikea products) across the US. Do you agree
with this idea? Ho would you measure success?