Identify key players (e.g., customer groups, supplier companies, major organizations) that IKEA
deals with in its operation and, from the marketing perspective, describe what IKEA exchanges with
each of the key players in order to make money in its business.
Q2) Based on the textbook case and the assigned articles, define IKEA’s target consumers in the U.S.
in terms of age, education level, income level, city size, and fashion taste.