PositioningNeeds-based furniture retail
→In Porter’s 1996 account, IKEA replaced sales staff with self-service and third-party makers with its own modular, ready-to-assemble designs. Shoppers do their own pickup and delivery, and IKEA will sell a roof rack that can be returned for a refund on the next visit. A customer who wants a decorator and delivery in six to eight weeks is not the one it built for.
Positioning