Before beginning this discussion, read the Marketing in Action Case: Real Choices at Ikea on pages 394 -395 of your textbook. This case is about retailing - expanding locations to build new retail stores and improving the on line digital shopping experience. Your responses should reflect both of these areas. It is not about promotions, advertising, and social media. Consider what you've learned about IKEA from this case study. IKEA must consider that its product assortment and quirky promotions may not appeal to all cultures or market segments. As a result, do you think that this company will have to adapt its merchandise and promotion to appeal to differing consumer tastes and preferences? How do you think they should expand - build more retail stores or offer more online options? After you have read through the entire case study, post your responses to each of the questions below. For your answer to the third question, you should include a full discussion of at least two possible alternatives. For your response to the fourth and fifth question, respond as those you are the marketing manager of this company. What is the decision facing IKEA? What factors are important in understanding this decision situation? What are the possible alternatives? Fully describe at least two. Pretend you are the marketing manager at IKEA. What decision(s) do you recommend? What are some ways to implement your Before beginning this discussion, read the Marketing in Action Case: Real Choices at Ikea on pages 394 -395 of your textbook. This case is about retailing - expanding locations to build new retail stores and improving the on line digital shopping experience. Your responses should reflect both of these areas. It is not about promotions, advertising, and social media. Consider what you've learned about IKEA from this case study. IKEA must consider that its product assortment and quirky promotions may not appeal to all cultures or market segments. As a result, do you think that this company will have to adapt its merchandise and promotion to appeal to differing consumer tastes and preferences? How do you think they should expand - build more retail stores or offer more online options? After you have read through the entire case study, post your responses to each of the questions below. For your answer to the third question, you should include a full discussion of at least two possible alternatives. For your response to the fourth and fifth question, respond as those you are the marketing manager of this company. What is the decision facing IKEA? What factors are important in understanding this decision situation? What are the possible alternatives? Fully describe at least two. Pretend you are the marketing manager at IKEA. What decision(s) do you recommend? What are some ways to implement your
