In this assignment, you will read the case study "IKEA Looks to Further Penetrate the US Market" in your textbook.

This case looks at how IKEA penetrated the American market following its success in Europe, enumerating the successes and challenges the company faced as it expanded.

Procedure

1. Read the case study.
2. In a Word document, respond to the following:
   1. Given the SWOT analysis presented in the case, what are IKEA's key competitive advantages? What strategic focus should the company take as it looks to further expand into the U.S. market?
   2. What factor is the biggest reason for IKEA's growth and popularity: product value, service value, or branded image? Discuss the reasons for your answers.
   3. What strategies would optimize IKEA's sustained growth after it loses some caché?
   4. What strategic alternatives would you suggest IKEA employ to further penetrate the U.S. market?
   5. Speculate on what will happen at IKEA stores as they adapt to fit local tastes. Is the company's trade-off of service for low cost sustainable in the long term given the portfolio of products and services IKEA offers?
3. Your responses to each question should reflect the knowledge you have acquired through your readings, module themes, and your own research.
   1. Use this information in your discussion and analysis to support your opinions.
   2. Any readings you use to support your opinions must be credible and properly cited according to APA guidelines