It borders the United States in the North, Guatemala and Belize in the south, the Pacific Ocean in the west, and the Gulf of Mexico in the east. The national territory measures more than 750,000 square miles. The national capital is Mexico City, situated in the heart of central Mexico. Mexico City today is the second largest city in the world with almost 22 million inhabitants. Most administrative and economic activities are concentrated in Mexico City. In 1521, Spain conquered and colonized the territory its base in Mexico-Tenochtitlan. Mexico won its Independence from Spain in 1818. The Institutional Revolutionary Party PRI has remained in power for the 20th century. Mexico is considered the world's largest Spanish-speaking nation. Around 8 percent speaks an Amerindian language as their native tongue such as Náhuatl, Maya, Zapoteco, Mixteco etc (Meyer, 1995).
1.4 Introduction of IKEA.
IKEA is an international furniture retail founded in 1943 in Sweden. Ikea started operating on the concept of "meeting needs with products ar reduced prices" (History 2009). Six years later, Kamprad designed the first IKEA catalog to generate sales on a huge scale and at the same keep the company's original mission that has been offering high quality furniture at low costs. IKEA is known for its "inexpensive, hard wearing and easy –to-process material" (History 2009) and for its modern architectural designs for various types of appliances and furniture. IKEA's products are designed around affordable prices, while maintaining style, wide range of functionality and innovation. For this reason, IKEA keeps the low-cost (materials, used, labor and shipping) as a whole since the beginning of its stages of development. IKEA aims to lower prices each year and in its website displays the top-selling products with current respective prices compared to the previous year. The way IKEA presents its products let consumers envisions various designs through furnished displays with IKEA products before collecting their choices from the warehouse and take the product home to assemble it.
