Read IKEA CASE and answer all the questions 1 - Describe the typical IKEA customer (who shops at IKEA)? 2 - Why do Americans hate to buy furniture? What are the various purchase obstacles? 3 - Compare IKEA’s value prop to that of its competitors (high-end and low-end retailers)

Read IKEA CASE and answer all the questions

1 - Describe the typical IKEA customer (who shops at IKEA)?

2 - Why do Americans hate to buy furniture? What are the various purchase obstacles?

3 - Compare IKEA’s value prop to that of its competitors (high-end and low-end retailers).

4 - What factors account for the success of IKEA? In other words, what is unique about their value proposition in a mature, furniture retail industry?

5 - Is there a downside to shopping at IKEA? For example, if you were to purchase a wall cabinet? Explain.