Q. 1. By the early 1970s IKEA had established itself as the largest furniture retailer in Sweden. Illustrate what was the source of its competitive advantage at that time?

2. Explain why do you think IKEA's expansion into Europe went so well? Explain why did the company subsequently stumble in North America? Illustrate what lessons did IKEA learn from this experience? Explain how is the company now applying these lessons?

3. Explain how would you characterize IKEA's strategy prior to its missteps in North America? Explain how would you characterize its strategy today?

4. Illustrate what is IKEA's strategy toward its suppliers? Explain how important is this strategy to IKEA's success?

5. Illustrate what is the source of IKEA's success today? Can you see any weaknesses in the company? Illustrate what might it do to correct these?"