What is the decision facing IKEA?

Consider what you’ve learned about IKEA from this case study. IKEA must consider that its product assortment and quirky promotions may not appeal to all cultures or market segments. As a result, do you think that this company will have to adapt its merchandise and promotion to appeal to differing consumer tastes and preferences? How do you think it should expand – build more retail stores or offer more online options?

After you have read through the entire case study, post your responses to each of the questions below. For your answer to the third question, you should include a full discussion of at least two possible alternatives. For your response to the fourth and fifth question, respond as those you are the marketing manager of this company.

1. What is the decision facing IKEA?
2. What factors are important in understanding this decision situation?
3. What are the possible alternatives? Fully describe at least two.
4. Pretend you are the marketing manager at IKEA. What decision(s) do you recommend?
5. What are some ways to implement your recommendation?