This document discusses IKEA's business model and sources of competitive advantage. It describes IKEA as a global furniture retailer founded in Sweden in 1943 that designs and sells ready-to-assemble furniture and home goods. IKEA pursues a cost leadership strategy through sourcing components globally, manufacturing efficiently, and minimizing inventory costs. Its strong supply chain and global network of stores and distribution centers are key competitive advantages. IKEA has found success by targeting young customers and making furniture accessible and affordable while also creating an enjoyable shopping experience. However, weaknesses include a lack of customer focus and product innovation.