These are the questions you need to answer after studying the case study attached below:
1. “What type of cultural adjustment(s) should Ikea make in order to ensure a competitive positioning of their relatively high value – high priced (for the Chinese market) products into the mind of the Chinese consumer?” (please analyze both Market Skimming and Market Penetration strategies)
2. “How should the corporate strategy be adapted to the local environment, and what exact steps should the company take in order to address the unique needs of the Chinese consumer?”
3. “Should the company engage in an attack/offensive or defensive strategy? Which type and why?” – Please support your answer with several arguments
