Overview
This assignment requires both a portion of the report answering the question and the presentation part for it. NOT THE FULL GROUP PROJECT! It is regarding "Case Study: IKEA UAE – Balancing Global Identity with Local Expectations" and it covers only
Q2: Discuss IKEA’s segmentation, targeting, and positioning (STP) strategy in the UAE. What adjustments are needed to attract younger urban professionals and high-income expats in the UAE context?
Please Refer to the rubric and the instructions from the syllabus and the assignment file for the way the question should be tackled (both presentation part and paper part).