Instruction: go to https://hbsp.harvard.edu/import/1138252 and register for access to the IKEA case.
This multimedia case is a unique format
Written discussion questions
Have you been to IKEA in the USA? Have you visited any IKEAs in other countries? What is your experience with the brand? Describe what it reminds you of, what you like/dislike about the brand, or what you think of when you consider the brand. [2-3 paragraphs]
What is IKEA’s global positioning statement for the brand? How is this reflected for different countries? How successful do you think IKEA is in meeting their stated goal? [2-3 paragraphs]
What is happening in Spain in this digital case? Is it a positive or negative situation? Justify this statement with some key metrics from the case, and explain how they matter in terms of brand success and business performance. How does it fit IKEA's view of customer evolution? [3-4 paragraphs]
Given the information provided in the digital case, how would you recommend IKEA maintain a positive brand in Spain? Make three concrete suggestions for IKEA to improve their situation in Spain (remember that the date of this case is not today), justifying them using points taken from the case and our other course materials. [3-5 paragraphs]