Decision Statement Our team has decided that IKEA continue with its plan to build more stores in the United States. However, we recommend that IKEA take a more conservative approach and build 22 more stores by 2013. Executive Summary IKEA is considering whether to build 36 additional stores in the United States. Currently, IKEA services close to 30 million American customers and has doubled their revenues from 1997 ($600 million) to 2001 ($1270 million). The company is in a well established position, and it is looking to grow. To reach a decision, our marketing team considered the plan�s feasibility, how consumers value IKEA products and the different ways IKEA could improve its value proposition or product strategy. Analysis of Relevant Facts After analyzing IKEA, we broke our findings down into three categories � customers, competition and company. Customers The customer in America is described as a well traveled, cultured individual. He or she was viewed as the type of person that belonged to frequent-flier programs had an affinity for consumer technologies and enj......

Word Count: 1368
Page Count: 5.4 (250 words a page / double spaced)

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