A.Why is IKEA an innovative company? Support your answer with examples.

B.Discuss the role of four business functions at IKEA. Give at least two innovation examples for each business function at IKEA (20 marks)

Question 2:

A.Discuss the three levels of a product by using the HAMARVIK mattress as an example. (15 marks)

B.Discuss the four targeting strategies. Which targeting strategy does IKEA use for its mattresses. Justify your answer. (Check the mattress section on the IKEA website before answering this question) (15 marks)

Q3:

1-IKEA's market segmentation and targeting

2-What is positioning. How is it related to the marketing mix?

3-Examples of IKEA's marketing mix elements and their contribution to brand positioning.