Read the case study and answer the following questions:

1. Using concepts and theories from Block 1, explore how the marketing and operations functions are integrated at IKEA. You should consider what might be some of the challenges IKEA faces in maintaining a consistent and integrated business strategy. (730 words) Please use Block 1 readings (6,11,12,14) attached.

2. Globalisation has created a new and dynamic relationship between the ‘global’ and the ‘local’. Based on your work during Block 2, how would you advise IKEA to balance these two competing perspectives as it continues to pursue its global expansion strategy? (730 words). Please use Block 2 readings (2, 4,20) attached

3. Applying concepts from Block 3, explain how IKEA seeks to make the organisation both sustainable and resilient to change.(730 words). Please use Block 3 readings (9,15,16,19) attached

Case Study attached in PDF format

Guidance notes

General guidance

In tackling the EMA, you are expected to use appropriate concepts from B207 and choose those which support the argument you are making. In addition:

• Relate your answers to the questions about the case study given rather than write everything you know about a particular area – i.e. answer the question(s) you are asked.
• Note the word limits
• Read the guidance notes accompanying each of the EMA questions carefully before you start drafting your answers.
• Plan ahead to allow plenty of time for drafting an answer you will feel happy about. You have the time to work on several drafts if you wish.
• Make sure you reference ideas or phrases/sentences taken from elsewhere, including the case study and the module materials. Referencing should be in the OU Harvard style

Your answers to the EMA questions will be marked on how well you apply ideas and concepts from B207. You must therefore make sure that you understand the relevant concepts and ideas thoroughly and that you read the case study carefully before attempting to answer the questions. Also, be careful not to copy and paste any material from the internet or published sources into your answers. What you find published elsewhere is very unlikely to address the questions, so copying any material from elsewhere will not result in a good mark (and may lead to potential charges of plagiarism).

All three questions ask you to explore the integrative nature of B207. 

The questions ask you to closely analyse the IKEA case study. By this stage of your studies you will have a lot of experience working with case studies, but it is worth repeating the basic steps:

1. Read the case study through fairly quickly to get a feel for the sort of situation involved.
2. Make sure you understand what you are required to do (in this case, by reading the EMA questions). Go through the case study materials again looking for potentially important points and check that you are clear about what is required of you – if you are really unsure, check with your tutor.
3. Then re-read the case study again, this time very carefully. Make brief notes (and/or sketch a few diagrams) about the key issues that seem to be relevant to the questions. Identify anything that may be relevant.
4. Start organising your observations, for example, by identifying any underlying issues or events.
5. Use concepts and theories from the module to help you expand on and support your diagnosis.
6. Remind yourself again of the questions you have been asked to address and organise your ideas appropriately.
7. Remember you are working to a word limit, so concentrate on what is clearly relevant. Support your argument with evidence from the case study, stating any assumptions you have made.

If you need to cite the case study in your answer, you can use within the text: Hinton (2020); (Hinton, 2020)

and in the reference list:

Hinton, M (2020) "EMA Case Study: IKEA", Open University, Milton Keynes

Marking criteria

Marking criteria

Your marker will mark your assignment using the following criteria:

• your knowledge and understanding of relevant concepts from B207
• your application of these concepts to the case study information
• your ability to communicate effectively: clarity and economy of writing, and clarity of structure
• your ability to select information from a case study and develop arguments based on that selection

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