West, Ford & Ibrahim: Strategic Marketing 
Internet Exercises
Additional Case StudiesWest, Ford & Ibrahim: Strategic Marketing
Chapter 04
- Go to the website of IKEA www.ikea.com to evaluate and provide comments on the company’s innovation activities (could be a new product, innovative mode of product/service delivery, innovative mode of communicating with stakeholders, etc). Discuss how this will strengthen the company’s core competency in its market.
- Go the website of The Body Shop www.thebodyshop.com and comment on its product/market strategy. Making reference to Ansoff 2X2 Matrix, provide the company with a set of initiatives that will improve its competitive position in the cosmetics market.
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