Strategies Adopted in the International Market the Case of Ikea in France

SWOT analysis is a systematic thinking and strategic management tool that helps managers to assess the strengths, weaknesses, opportunities, and threats in their organizations, with the aim of identifying areas that need improvements (Blayney, 2013). Knowledge gained from SWOT analysis informs resource allocation and deployment, hiring needs and other strategies for improving overall efficiency. At the same time, SWOT analysis helps an organization to gauge its market position compared to competitors, and what it needs to do to achieve a competitive edge. Marketing campaign is one of the major challenges in promoting a certain product. It is crucial to assess every detail of the marketing plan in order for the business to

Marketing plan is always based on information regarding product, customers, market and competitors. The best way to analyze all this information is through a SWOT analysis. SWOT stand for strengths, weaknesses, opportunities and threats. This analysis takes into account both internal and external factors, internals being strengths and weakness, and external being opportunities and threats (Kotler & Keller, 2009).

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The SWOT analysis is a simple way of generating strategic marketing alternatives from a situation analysis. Another type of popular analysis is a PEST analysis, which involves Political, Economic or Environmental, Social, and Technological or Transportation analysis. An industry analysis can be performed using a framework developed by Michael Porter known as Porter's five forces. This framework evaluates entry barriers, suppliers, customers, substitute products, and industry rivalry.

Sources of information:Bevan J, Dransfield R, Coupland-Smith H, Goymer J and Richards C – BTEC Level 3 National Business StudentBook 1 (Pearson, 2009) ISBN 9781846906343Bevan J, Goymer J, Richards C and Richards N – BTEC Level 3 National Business Student Book 2(Pearson, 2009) ISBN 9781846906350Coupland-Smith H and Mencattelli C – BTEC Level 3 National Business Teaching Resource Pack(Pearson, 2009) ISBN

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6.2 Examine the unexploited strengths, explicit weakness of the marketing mix in relation to product lines, influence of threats and find opportunities to better the marketing mix, using the SWOT analysis. 6.3 Recognize the value and impact of the problem, through the examination of trends in

A SWOT analysis will be outlined in the following table to fit the marketing needs of the TBH:

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SWOT is primarily one of the most essential tools in analysis of marketing data and information (Ferrell & Hartline, 2014, p. 85). Furthermore, it is considered as highly effective and useful in unveiling competitive advantages that can influence a company 's marketing strategy if it 's performed correctly.

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The aim of this paper is to critically evaluate the SWOT analysis as one of popular tools in marketing. SWOT analysis is an analysis method of identifying all external and internal factors for organization strategies (Rauch, 2007). It is considered in this paper that though SWOT analysis has limitations, it can be improved to be more effective as its development. This paper firstly focused on the definition of SWOT analysis. And then it discussed the context of the SWOT analysis including its evolution and its applications. Followed by, the paper introduced two relevant practice cases based on SWOT analysis. Next, the critical evaluation of SWOT analysis was presented with

The practice of world trade amongst countries has taken over the rate of domestic production. It has led to the free flowing of money across national borders, which opens doors for companies and investors to seek for best rates for financing anywhere across the globe. Such trend is known as globalization and Cullen & Parboteeah (2008) defines globalisation as the worldwide trend of borderless and interlinked world economies, and companies no longer restrain by domestic boundaries and possibly conduct any business activities throughout the globe.

In august 2008, IKEA had total 253 stores where 560 million people visited. Here the total sales became 23 billion Euros. Considering 20% sales profit here IKEA’s average customer per store and cost per store are given below:

The marketing strategy also had its problems (CHU, Valerie). IKEA started opening stores in China in 1998, which was a fast growing economy back then. It led to a couple of problems. One of the main problems was that the prices, considered low in Europe, were far above average in China. Keeping IKEA’s global branding promise, that everyone should be able to buy its products, in mind, the high prices created confusion among the Chinese consumers. Therefore, IKEA had to change its strategy. It started targeting the young middle-class population. By presenting itself as an aspirational European brand, IKEA chose to target a particular group instead of the whole