Questions 1. Given the SWOT analysis presented in the case, what are IKEA’s key competitive advantages? What strategies focus should the company take as it looks to further expand into the U.S market? 2. What factor is the biggest reason for IKEA’S growth and popularity; value or image? What can IKEA do to sustain growth after it loses some cache? 3. What strategic alternatives would you suggest IKEA employ to further penetrate the U.S market? 4. Speculate on what will happen at IKEA stores as they are adapted to fit local tastes. Is the company’s trade off of service for low cost sustainable in the long term? The Consumer and Business Market Scenario Marketing As the marketing manager of a major franchise, your job will be to perform the daily tasks of a marketing manager. Select one of the franchise companies below for which you would like to be Marketing Manager. Edible Arrangements® - Edible fruit baskets – Creates fresh fruit arrangements and gourmet chocolate dipped fruit to order. Cartridge World® - Cartridge Company - carries a complete line of both inkjet and toner printer cartridges. Offers both remanufactured and Original Brand (OEM) ink and toner cartridges for nearly all brands of printers, copiers, fax and postage machines. Liberty Tax Service® - Taxes – provides tax service to both consumers and businesses. Assumptions Your plan is to aggressively go after the consumer and business market creating dual revenue streams. Your marketing strategy, research marketing mix and customer relationship marketing will be different for both groups. In this scenario, you will be responsible for conducting the following tasks: Observing and analyzing market trends Examining competitors' products and services Investigating ways of improving existing products and services, and increasing profitability Identifying target markets and developing strategies to communicate with them Assignment There are two parts to this Assignment so be sure to complete both parts. Part 1: The Consumer and Business Market Write a brief paragraph that answers the following questions. (This should not be in Question/Answer format). Which company did you choose as your focus in this Marketing Management Assignment? Where are the company's headquarters located? What is the mission statement of the company you chose to study? The previous marketing manager developed an advertising campaign before the marketing strategy. How could this advertising campaign potentially create problems for the product? Part 2: Marketing Strategy Planning In preparation for your first presentation to the CEO of the organization, you will create a 3–5 page paper. You will examine how the 3 C’s (customer targets, competitors, customer value proposition) and 4 P’s (Product, Price, Place, and Promotion) of marketing strategy influence marketing decisions about how you can increase purchases to consumers and increase purchases for b ...