Case: Sigma Marketing

This case reviews the growth of a small, family-owned business, from a regional provider of generic printing services to a global provider of specialty advertising products. Throughout its history, Sigma Marketing has exhibited the uncanny ability to understand market opportunities and to adapt its strategic focus accordingly. As its marketing environment changes, Sigma Marketing gathers information from existing and potential customers to develop the most effective marketing strategy possible. Even in the face of changing technology, communication, and advertising methods, Sigma Marketing has managed to reinvent its mindset and strategies in order to remain successful.

1. Since Sigma is a small firm with limited resources, it must be selective in choosing customers so as to ensure the company can meet their needs effectively. How would you suggest that Sigma balance the need for continued growth with its desire to serve only those customers that it can satisfy completely?

2. What strategic initiatives would you recommend to Sigma? How would you ensure that the firm has the resources, expertise, systems, etc. to implement those initiatives?

3. Sigma faces a major issue with the fact that key employees with long tenure in the company will soon be retiring. What plan would you put into place to recruit new employees, bring them into the Sigma family, and ensure the continuity of the firm?

Case: IKEA

IKEA is known around the world for its stylish, quality, and low-cost furniture and home furnishings. The company's success is based on a strategy of operational excellence in production, supply chain operations, and marketing.

IKEA-wildly popular in Europe-has leveraged its brand reputation to penetrate markets in other countries. However, its penetration of the U.S. market has been hampered by a weakened economy and the inconsistency between the traditional U.S furniture market and IKEA's low-cost operating philosophy.

IKEA must find a balance between its operational excellence strategy and U.S. consumers' demands for customization, good service, convenience, and quality.

4. Which factor - value or image - is the biggest reason for IKEA's growth and popularity? Which is more important to developing and maintaining customer relationships in the U.S. market? Explain.

5. Speculate on what might happen at IKEA stores as they are tailored to fit tastes in local U.S. markets. Is the company's trade-off of service for low cost sustainable in the long term? Explain

6. IKEA has asked you to provide a local market report for your area. They are interested in how to best launch a new IKEA store in your location. What specific recommendations would you make to IKEA?