IKEA Case Analysis

      1. What factors account for the success of IKEA?  How strong is the IKEA brand? (Complete the entire brand positioning framework)? (35 points) 2. Despite its success, there are downsides to shopping at IKEA.   What are some of the downsides? (15 points) 3. Who does IKEA compete against? How is IKEA positioned vs. competition? (25 points) 4. How do you improve IKEA’s value proposition to make it even more attractive to American consumers?  What does that do to its brand? (15 points)