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Analyse and evaluate the current strategic situation of IKEA (emphasising the benefits and problems). You may consider the following aspects:

1)    What overall strategy the company uses? In your opinion, is this the correct strategy? How responsive is the company to differences among nations? Why the company is active in specific markets and not in others? What are the key challenges facing the company? (1200-1400 words)

2)    Suggest alternative strategy directions and indicate which strategy you find most promising and suggest how the company may go about implementing this strategy (300-400 words)



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