The document discusses IKEA, the life improvement store founded in 1943 in Sweden. It is now one of the largest companies in the world with over 400 stores globally and $36 billion in annual sales. IKEA analyzes consumer markets closely, taking into account personal, social, cultural, financial, and economic factors. It builds strong emotional connections with customers through its advertisements and focuses on affordability. The document also discusses IKEA's strategies of having a large supplier network, store locations, and affordable pricing that allow it to be one of the largest furniture sellers globally despite its do-it-yourself assembly model.