Report On Ike International Business School

3309 Words Jan 6th, 2015 14 Pages
Anglia Ruskin University

LORD ASHCROFT INTERNATIONAL BUSINESS SCHOOL

REPORT ON IKEA IN CHINA

Contents
1. Introduction 2
 History 2
 Store 3
 Resources and capabilities of IKEA 3
 Mission 3
 Vision 3
 Product range 4
 Market segmentation 4
 Goal of IKEA in China 4
 Analyzing the Chinese Market 4
2. IKEA’S OPERATION IN CHINA 5
 Challenges faced by IKEA in China 5
 Marketing strategy of IKEA in China 6
3. EXTERNAL ANALYSIS 7
4. INTERNAL ANALYSIS 8
 Value chain analysis- 8
 Capability analysis- 8
 SWOT Analysis 8
• Strengths 9
• Weakness 9
• Opportunities 10
• Threats 10
 PESTLE Analysis 10
 Porter Five Forces 12
5. Discussions/Conclusion 13
6. Reference 13

1. Introduction
 History
IKEA is a multinational group of companies, popular for its design and marketing of ready to assemble furniture, appliances and home accessories. It was established by Ingvar Kamprad in 1943 in Sweden. IKEA has derived its name from the initials of Ingvar Kamrad, Elmtaryd (farm where he was raised up) and Agunnaryd (his birthplace in South Sweden). Since January 2008, it is world’s biggest furniture retailer. IKEA owns and operates 325 stores in different regions of the world and is well-known for its architectural eco-friendly designs, diversity in appliances and furniture (Inter IKEA System BV, 2009). It has become one of the world’s largest home furnishing retailers (Jonson, 2008) & has been ranked 44th in 2002 among top brands beating big brand…
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