IKEA, the Swedish furniture retailer, has been able to sell its products at a price that is generally perceived to be lo

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IKEA, the Swedish furniture retailer, has been able to sell its
products at a price that is generally perceived to be lower than
its main competitors. IKEA’s business proposition is that it is
able to reduce the cost by passing some of the labor expense to its
customers. Furthermore, IKEA points out that most of its customers
enjoy assembling their own furniture as it gives them satisfaction
of creating a product. IKEA insists that even though their prices
are lower than most of their competitors, they do not compromise on
quality and their products are highly fit for their intended use.
IKEA also claims to be innovative and design conscious and believes
in creating what looks good, feels good and lasts longer. IKEA
focuses on selling flexibility and gives options to customers in
terms of how they want to buy. Mostly this flexibility relates to
delivery, furniture assembly and payment. IKEA is highly satisfied
with their customer retention rates and even proud to announce,
“Once you become an IKEAIAN nothing else will do”. IKEA largely
puts down their success to providing value that is driven by the
customers and consumers.
Put together a detailed value wedge for IKEA. Describe which
key values customers’ get from IKEA and in what shape and form.
Also, define the type of customer for whom IKEA products are most
appealing and least appealing.