Case Ikea

Please answer the following questions based upon the information found in the case: As applies to Ikea specifically in India:

1. Are the suppliers of product to Ikea - upstream or downstream in terms of the value that it offers Ikea? Why or why not? 2. What specific value does the country offer to IKEA and other retailers?

Now applying Porter's Diamond National Competitve Advantage Model respond to the following questions: 3. Is home-market demand for rugs the same as the demand for rugs addressed by Ikea? Why or why not?

4. Is rivalry strong or weak in this industry in India? Why or why not?

5. Do government policies have an impact on the rug industry in India? Why or why not?