1) Give the SWOT analysis presented in the case what are IKEA’s key competitive? What strategic focus should the company take at it looks for further expansion into the U.S market? 2) What factor is the biggest reason for IKEA’s growth and popularity value or image? Which is more important in the U.S market? Why? 3). What strategic alternatives would suggest IKEA employ to further penetrate the U.S Market? 4) Speculate on what will happen at IKEA store at they adapted to fit local tastes. Is the company’s trade-off of service for low cost sustainable in the long term?