1. Ikeas most competitive priorities are their prices. They sell house hold items for cheaper than
any other store, but with that being said the case study mentions that it isn’t cheap in a way
where the price is cheap and the product is cheap, but instead the price is cheap and the
product is assembled carefully and far from a cheap product. On top of that they drive down
costs as well, so even though their products are already priced cheap, they will continue to be
cheaper priced and more a ordable as time goes by if they have to. For example the poang mug
that dropped down 130 dollars in 10 years. Their prices are very competitive and they o er the
best products to match.
2. The developing process consists of steps, the &rst one being to pick a price. Ikea draws a
sketch for the product they a’end to make and everyone is involved to make sure that they can
make the best quality product at the right price and the right time. They discuss the design,
