IKEA

* Finding new local alliances could allow IKEA to diversify and to put in place on new market segments. By finding good partner IKEA could expand into other market segments in which an IKEA competitor has established well.

Given the SWOT analysis presented in the case, what are IKEA 's key competitive advantages? What strategic focus should the company take as it looks to further expand into the U.S. market?

The founder of IKEA, Ingvar Kamprad registered his firm 1943. In 1958 he opened his very first IKEA store in Älhult, Sweden. From that moment, IKEA have continuously expanded by invaded new countries and opening new stores. Today IKEA is one of the leading home furnishings brands in the world with more than 235 stores in more than 30 countries. From being a one man enterprise IKEA now have astonishing 110,000 co-workers and a turnover of over 20 billion Euros on a worldwide basis (IKEA website 2008).

IKEAs brand image is built on their long term strategic focus to produce products from sustainable materials in an aim to care for the environment and earth’s natural resources. This aligns with IKEAs vales to promote social, environmental and economic development. IKEAs concept of customers shopping for mass produced, standardised products in a ‘self-service’ environment allows for cost efficiency

Franchise model does not usually guarantee success. As failure rates may be under reported (Pilling, 1991) IKEA can explore other modes of entry into a new

IKEA founded by 17 year old Ingvar Kamprad, in Sweden. The company's name is drawn from the initials of Ingvar Kamprad, Elmtaryd (the farm where he grew up), and Agunnaryd (his hometown in Småland, southern Sweden).

IKEA’s financial position in year 2014 has increase compared to the previous period of time. Due to Ikea’s solid financial position, the company is able to commit to considerable R&D expenses to further strengthen its global marketplace. It can play an important role of cushion in times of downturns and decrease in

IKEA’s financial position in year 2014 has increase compared to the previous period of time. Due to Ikea’s solid financial position, the company is able to commit to considerable R&D expenses to further strengthen its global marketplace. It can play an important role of cushion in times of downturns and decrease in

IKEA, founded in 1943 by Ingvar Kamprad, has a vision “to create a better everyday life for the many people”. With its business idea of “offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them”, IKEA’s operational processes continues to focus on creating quality products and services at low costs as well as environment sustainability. (IKEA, 2016) More than being a furniture merchant, IKEA sells a brand that is easily recognizable, chic, stylish, minimalist and modern. It believes that everyone will leave IKEA store with something they like, be it the products or services. Its success is evident internationally where there are more than 300 stores in 35 countries. (Freden, 2015) The case study will

The concept of IKEA today with catalogue marketing combined with a showroom where customers could see and touch IKEA products started in the 1950s. This concept indeed attract consumer even though some consumer tends to take picture instead of experiencing and purchase. The company's three distinct features were function, quality, and low price. IKEA turned a capacity problem into a new way of

There are two external environment for IKEA. One of the external environmental factors business has to consider is social factors. This is because it constant and affects client’s way to life, expectation and preferences. IKEA is taking component lifestyle into account. They realize that people have their own tastes. IKEA’s goods are broad in their designs and style. Example, they have 83 designs for only the cloth sofas and 50 designs for only leathers. Some of the goods are uncomplicated in design while some are fancy. There are many options for client who have their own lifestyle and

IKEA is recognized as one of the reputed brands of Sweden, operating in the segment of ready-to-assembled furniture’s, fittings, appliances, and many others designed accessories and equipments. Although it entered in this segment in the year 1943 in Sweden but very quickly it expanded its operations in the markets of China as well. It is mainly due to its modern architectural stylish designs and eco-friendly nature. This helped Ikea to improve its brand image and profitability by almost 50 percent as compared to previous years. This proved extremely effective for Ikea to enhance its customer bases and reliability in the market among many other rival players (Inter IKEA

IKEA has a nearly 70 year history of formation and development, quite a long time for IKEA to experience and gradually evolve to become a strong group. At IKEA, the culture of cost and time saving has been associated with the style of each member, because they have built a sense of "cost as part of

Even though there have been many changes in the economy Ikea has been able to regulate the changes with their success in obtaining the lowest production prices. The company continues to provide high quality furniture that goes with their original concept of stylish furniture for a low price. Ikea offers all kinds of products that cater to most any lifestyle and budget. Ikea still mostly operates their business in the European market. Consequently, they are able to reach more customers in different countries based on the location of their production and distribution centers. Even with the many changes to the economy Ikea has managed to stay in business with their low pricing by developing different products that is in demand by

IKEA’s strategy before the mishaps in America could be characterized as going against the norm charting their own path to success using low priced manufactures to secure lower selling prices aimed to target those who were of older age and of middle class standing. Their new strategy was to target those of a younger demographic, young married couples, college students, and 20-30 something singles. By reemphasizing design, promoting through hip quirky advertisements, and encouraging consumers to do away with their old furniture, IKEA revenues doubled in a four-year period. IKEA today has adapted somewhat of a local customization strategy where their store layouts will resemble that of many local household layouts as proven by their success in China where they failed to expand beforehand. They also keep their prices extremely low in some areas as China by sourcing a large percentage of products in the area of operation.