analysis

Strengths ● Create a better everyday life

for many people' ● Affordable furniture ● Very strong and popular

brand, known in many countries

● Includes extra services, play areas, child care, etc.

● Countless designs ● Able to buy quantity of

products

Weaknesses ● Does not have financial

resources and marketing experience

● Needs to change its marketing strategy

-commercials consider edgy ● Size, makes it hard to

control standards and quality

● Low cost to some American consumer means low quality

Opportunities ● Growing demand for low

priced products ● demand for reduced water

usage and lower carbon

footprints.

Threats ● Sweden makes much more

than the U.S in sales ● Cannot open new stores

due to economic conditions ● Competition with Walmart or

Target (both are low costs) ● New trends in U.S means

new stylish furniture ● Expanding its home

furnituring market

Articles Ikea in 2018: the good, the bad, the ugly

1. https://www.fastcompany.com/90281245/5-retail-lessons-from-ikeas-wild-y ear

2. Ikea Eyes Higher Quality https://fortune.com/2016/07/08/ikea-quality-improve-competition/ ​New stores and online growth helps Ikea fend of rivals

3. https://www.reuters.com/article/us-ikea-sales/new-stores-and-online-growt h-help-ikea-fend-off-rivals-idUSKCN1MK0YM An Ikea case study

4. http://businesscasestudies.co.uk/ikea/vision-values-and-mission-in-driving -strategy/strateg.html The secret of Ikea’s sucess

5. https://www.economist.com/business/2011/02/24/the-secret-of-ikeas-succ ess