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May 12, 2006
So now that the case study has been released for IB3850 what does everybody think of it?
After reading it through I am unsure about which topics they intend to ask about in the exam. I would like to think they are going to ask about one of the big two topics, in my opinion, segmentation and consumer buying behaviour, but the only aspect of those I see in the case is the positioning of the Ikea brand within the American market.
Instead, I think there are links into distribution (e.g. flat–pack advantages and large superstore–like retail centres) and international marketing (e.g. standardisation versus customisation).
Also, the very fact that they inform you of Ikea's price matrix makes me think that pricing issues could crop up.
What do you think? Do you agree/disagree with any of my points?