Articles:

1. Defining Unique Value Proposition, Harvard Business School

https://www.isc.hbs.edu/strategy/creating-a-successful-strategy/pages/unique-value-proposition.aspx#:~:text=of%20Strategic%20Direction-,Unique%20Value%20Proposition,value%20proposition%20expands%20the%20market.

2. The Blue Ocean Strategy

What is Blue Ocean Strategy?

3. Prince William and Kate Middleton bought Ikea furniture for their children’s rooms, MarketWatch, 2018

https://www.marketwatch.com/story/10-retail-tricks-that-make-you-spend-more-2013-12-04

4.  Why You Spend So Much Money At Ikea, CNBC, 2019


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DISCUSSION QUESTIONS

1. Using the guidance of the articles cited above and your marketing knowledge, comment on the case study. More specifically, describe the target market for IKEA India and where and how iIKEA India should expand.

2. What is Blue Ocean Strategy? Discuss how IKEA managed to develop the “blue ocean strategy.”

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