Green pieces, higher prices
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Overview
IKEA is considering a new eco-friendly furniture collection made from recycled materials. The products cost more to make, so IKEA must decide whether customers will pay a sustainability premium without weakening its value-for-money brand. Candidates evaluate customer segments, interpret a simple stacked bar chart, calculate profitability under different prices, brainstorm launch ideas, and recommend a path forward.
Formats available
📄 Peer practice PDF
Case info
Difficulty
Beginner
Case type
Pricing, Strategy
Industry
Retail
Company
IKEA
Geography
Global
Additional info
Includes charts and/or data analysis
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