IKEA: Strategic Planning Analysis

IKEA is a home products merchant with its branches distributing internationally which is privately had. It provides furniture, Bathroom and Kitchen items and accessories in even packages. IKEA is the worlds major furniture sellers due to its unique idea of the furniture sold in flat packages, affordability with home assembling by the costumer.

Immense retail experience, product diffentiation and sensible prices are the key for IKEA s success. It is the world's most successful multinational merchants.

In 37 countries IKEA has 301 stores (31 August 2009). This past year a complete of 286 million people went to the IKEA Group's stores round the world, most of them in Europe, THE UNITED STATES, Asia and Australia.

Its catalogue is branded in 118 million copies in 45 editions (23 languages).


IKEA is owned or operated by way of a Dutch registered foundation and is handled by Kamprad Family. It had been founded by Ingvar Kamprad in 1943 in Smaland, Sweden when he was only 17 years old. He started out with an innovative concept for the economically stricken but hard working folks of Smaland. He first started out his company with 15 co individuals. His theory mainly predicated on cost cutting alternatives which do not impact the quality of the product and thus offering the sales in a much less price than his competition. He never compromised on the quality but he scrapped from the rest. The term IKEA comes from the first initials of his first and previous name and the plantation and the community he came from (Elmtaryd and Agunnaryd)

Corporate Structure

IKEA is had and operated by convoluted groups of profit and nonprofit companies.

The corporate framework of IKEA has two major parts:



Management of various stores is the IKEA Functions responsibility. INGKA Holding is a private Dutch company which is owned by Stichtting INGKA Foundation which was founded in 1982 in Netherland as a taxes exempt non earnings foundation. The design and production of its furniture, purchasing and supply functions are overseen by INGKA. In 36 countries 2, 235 stores are run by INGKA Keeping, the others 30 stores are run by franchises. The INGKA Base is controlled by way of a five-member executive committee that is chaired by Kamprad and includes his wife and lawyer.

The IKEA hallmark and idea is managed by Inter IKEA Systems, registered in Luxembourg, which can be an exclusive Dutch company and its own ownership is very complicated and uncertain but imagine to be possessed by Kampard Members of the family. All IKEA stores including ones run by the INGKA Positioning pays a cost of 3% of the full total earnings to Inter IKEA systems.

All the stores are controlled by Inter IKEA Systems under a franchise arrangement. In Australia however IKEA is controlled by two companies: Eastern Coast Stores including Queensland, New South Wales and Victoria are under the dog owner ship of INGKA Keeping. Stores in the South and American Australia are owned or operated by CEBAS Pvt. Ltd.

The suppliers get a long term agreement with IKEA transferring technological advice and leased equipment from the company. IKEA continues the rights of exclusion and also for low prices.

Vision and Mission

"To generate a better everyday activity for the countless people. "

This vision provides the structure of an Marketing message to all or any IKEA businesses worldwide. This subject matter reflects the working and idea behind IKEA's smartly designed and practical products of home ware. Also keeping the product affordable for encompassing as many folks possible to get subsequently providing a remarkable profit.

Compromising the purchase price doesn't include bargain in the quality of the product or of the company's principles. As the saying goes "Good deal however, not at any price".

This guarantee is the key factor for their sustainable and flourishing business. IKEA's way was positively valued worldwide as the nice and the services are beneficial for both the costumers and the surroundings.

The business idea is "To offer an array of well designed, efficient home furnishing products at prices so low that as many people as possible will be able to manage them. "

The market positioning statement is "Your partner in better living. We do our part, you do yours. Alongside one another we cut costs. "

The product range varies in home furniture and accessories and includes 9500 items. The items are available in big warehouse type display stores or specifically on IKEA website on the internet making purchases easier for the consumer.

In UK IKEA has opened 18 stores so far. The first one was exposed in Warrington in 1987. Gleam new store opened up in Dublin in '09 2009 which is the first one in Ireland.

In August 2008 the IKEA stores were went to by 565 million visitors in a calendar year and 450 million people used the web site. The sales proceeded to go up to 21. 2 billion Euros ($30 Billion) with a rise of 7%. The biggest consumer countries were Germany, USA, France, UK and Sweden. Only 11% of the sales were produced in Sweden in 1997. Germany added 29. 6%, European Europe deal was 42. 5% and 14. 4% from North America. IKEA is now starting stores in Asia and China.

The growth strategy includes the checking of new stores in different locations to appeal to more customers. Their company objectives enable their strategy for the customer another where they weaken the competitors market and increase their share.

IKEA Culture

Instead of acquiring the regional and national trends and tastes IKEA adopted its vision which was"typically Swedish". This is a major global strike and the primary reason for the success.

Their market research was minimal with no intention learning consumer hobbies, instead the Swedish management made a decision what to present to the global general public, which was simply good quality functional furnishers in affordable prices. The business also illustrates the Swedish culture and root base from putting shops and cafes offering Swedish legacies from meatballs to jams in their stores to the blue and precious metal color scheme of the display products.

They have a tendency to sell the same product worldwide and also to spend less of the products by 30% in price from the competition keeping the after duty return.

Despite breaking the guidelines of international retailing, the formulation of advertising Swedish designed products worked well in Europe but it took a while for this business to capture off in THE UNITED STATES. In early on 90 s most of the IKEA stores were regarded as in trouble as a result of adverse movement of the exchange rates.

Moreover the IKEAs beds were too small and all of the measurements were in the Western european scales. The kitchen cabinetry were also too slim in a nutshell the furnishers and accessories weren't appropriate for Us citizens. Finally the company decided that in order to succeed in US market they have to personalize and redesign their product range. The redesigning of the furnisher provided a 30-40% boost in sales in bedroom furniture and 15% in kitchen furniture instantly. By 1997 about 1/3 of IKEA furnishers were created for US market.

The company is creating huge income from American market but Western european market has a greater talk about in this earnings.

Current Situation:



IKEA is among the best example of a company, successful in both Scandinavian and global market. The politics condition in Sweden is secure and the environment eases condition for many markets. Following the 1978 reforms and start insurance plan in china IKEA was also one of the european retailer who required this opportunity and enter the Chinese market.


Global recession is of the biggest challenges facing by multinational companies all around the globe. IKEA timely type in Chinese language and Indian market which was least affected by global recession. In the united kingdom, Checking of Southampton store in 2009 2009 helped hold up sales otherwise struck by recession, but functioning margin have declined from 11% in 2005 to 3. 3% in 2009 2009.


IKEA has added much in the contemporary society as they provide opportunities in customers and the its employees are entitled in several benefits and bonuses such as insurance and pensions. However, the company has attempted to provide more high quality furniture that also adhere to their original concept stylish furniture at lower prices. IKEA is turn out to be an effective global brand getting similar social band of customer with different civilizations and societies in every the big market segments on the globe.

IKEA is building online help you to guide customers to a far more lasting life. It helps customers with tips as well as ideas on its website to lessen their effect on the environment. This may also save them money. Staffs are trained on sustainability, both on what IKEA does and exactly how they can take responsibility to become sustainable for themselves.


The IKEA used quality technology and modern systems to market faster flow of queues and proper arranging, tracking and trading, and staffing design. IKEA is aiming to be more beneficial and has generated employee preferences. The system IKEA has create able to ensure the right range of staff for the right store and in a right time to complement the unique trading style at each site of IKEA.

Porter Five forces

Michael porter has motivated five forces to analysed a industry.

Power of the Buyers

There is not much bargaining power because of the IkEA's exiting low-price options. Furniture as well as other items comes with an substitute, consumers have not a lot of alternative selections in getting high quality in low price that market IKEA has unique among its challengers. The strategy of affordable price is another way of the business to response in customers' needs.

Power of Supplier

IKEA has its more then 1000 of suppliers from Africa, Asia and other parts of the world that placed standards in providing the materials. . Usually, the suppliers improve IKEA and compete with other suppliers that helps the company to reduce the energy of its company and result of they have little bargaining electricity. Due to the low-pricing strategy,


The IKEA's furniture competitors' offers somewhat different styles and operation. In the Western european market IKEA has an extremely strong market imagine for low price products with a good quality, in america market Conrin focuses on a new low priced in conditions of furniture; Cratel & Barrel offering a furniture in a container which is relatively on higher prices; Ethan Allen focusing on at a far more higher market. IKEA is the most successful in supplying a complete deal for the clients.


There is not a really specific product that may be an alternate for the furniture however IKEA will need to have to follow up with the latest trends on the market, to avoid becoming out of style.

New Entrants

All the big furniture supplier and merchant have their vast range have in big town. Another furniture company is rolling on the strategy of low cost and should have the ability to be competitive IKEA as the excellent company in providing the furniture. IKEA stores plus some of other competition do not reach many small cities and this offers an chance of the new competition to go into small locations with smaller stores or less selection. However, not easier in big city because new entrants have to establish a large amount supply chain and create a unique brand on as low prices.

Generic strategies:

IKEA clearly stated in its mission assertion its strategy; IKEA has generated its cost leadership position, and furnish the client with a superior quality product with components produced from worldwide utilizing competitive advantages, low priced logistics, and large shops in suburban areas. Furthermore, cost leadership has been effectively incorporated into the IKEA's culture through symbols and efficient processes.

The value chain

The value string approach implies two major activities, such as major and secondary.

Primary actives which include logistics, development, marketing, and after deal functions.

Secondary activities, that are determined as a support processes to principal activities. These include, firm's infrastructure, HR Management. Technology development and the areas.

The way from supplier to customer must be as shortest, cost-effective and environmentally nice as possible. Even packs are a very essential aspect of this work. Since useful distribution plays a key role in creating the reduced price, goods routing and logistics are a focus for constant development.

IKEA is built upon the viewpoint completely from design teams to suppliers also to customer. A continuous contention for development in every the regions of the value string is a powerful way to form the industry to better fit IKEA's future strategies. Due to the distinctiveness of IKEA's proper market setting, being the major competitor on the market, it has the advantage of setting up the stage of the complete industry.

IKEA has developed the value string way by integrate the client along the way and expose a two way value system. In order to provide customer with high quality products at less price, IKEA should be looking suppliers who is able to deliver high quality items at low priced. The headquarters provide suppliers with technological assistance, leased equipment and the necessary skills had a need to produce good quality items.

SWOT analysis

IKEA's goals of sustainability and environmental design are central to its business strategy.

It has launched a fresh sustainability arrange for the company for taking it to 2015. This can incorporate socially, environmental and financial issues.


  • Global Brand which entice the main element customer group which promises same quality worldwide.
  • A strong concept - predicated on offering a wide range of smartly designed, practical products at affordable prices.
  • Increasing use of green materials - IKEA superior its overall use from 71% in 2007 to 75% in 2009 2009.
  • Volume commitments: IKEA feels in having long-term partnerships with its suppliers.
  • Economies of size.
  • By using new solutions: Like IKEA's OGLA seat has been around its range since 1980.


  • A growing demand for reasonably priced and greener products. Fads in today's financial environment may lead to consumers trading down from more expensive stores.
  • Growth of middle class in china and India
  • Demand for reduced water usage and lower carbon footprints.
  • Reducing carbon footprint. IKEA aspires to tone down energy usage
  • Developing social responsibility. IKEA's policy which includes support for charities like WW Account, UNICEF and Save the Children.


  • IKEA has to acknowledge and identify its weaknesses to be able to improve. This can play a key role not only in helping it to set objectives but also to develop new strategies. IKEA's weaknesses includes:
  • The size and scale of its global business is very challenging to standardize its products. This can symbolize a weaker marriage in IKEA's offering, impacting consumer views of IKEA's products.
  • Keep balance between low cost products and good quality. IKEA also wishes to differentiate itself from rivals. IKEA believes there is no concession between having the ability to offer good quality products and low prices.
  • IKEA must improve communication with customer and other stakeholders about its environmental activities. IKEA produces magazines in print media as well as online and use different channels to enable the business enterprise to communicate with different target followers.


  • If a corporation is aware of all possible hazards, it can intend to neutralize them. By taking actions, IKEA can use some strength to get over against external hazards in the market.
  • Significant decrease in first-time buyer in housing market.
  • More competitors coming into in the reduced price furniture and household market segments. IKEA must fortify its distinctive characteristics to contend with these
  • Recession ignore consumer spending and disposable income reduces.

Future Options

IKEA's one of the key strength flat load up and high quality furniture on an extremely good deal compare to its all competition all around the globe. IKEA's supply chain strategy where warehouses are divided into different zones and properly located to get a better control. With this strategy, the IKEA can assess the handling time and cost better, and resource utilization, and queue times and lengths for the many functions. The resources are applied and detailed in relevant working schedules, sorted and simulated at a higher-level

There is an enterprise prospect of IKEA in providing solutions and services that permit customers to reside a more ecological life at home. IKEA is developing effective solutions for customers to be able to aid them recycling or reusing used products, and aiming at no products finding yourself at landfill and the recycled materials used in producing new IKEA products.

For a successful global strategy IKEA must maximise its strength, minimise its weakness and by firmly taking market chance to bolster its market share image by keeping away from all the exterior threats.

Social tendencies: IKEA is building online help to guide customers to a more ecological life. The advantages of online business will reduce administration cost and it'll give more info to customer of product and IKEA can go away its corporate goal to target its customer more effectively

Market forces: IKEA is large enough to take pleasure from economies of range and also aim for the biggest section of the market. i. e. middle class. This helps to reduce average costs over time through, for example, better use of technology or employing specialized professionals. Economies of range also provide a business a competitive edge if cost savings are then offered to customers by means of lower prices. This puts up high obstacles to entry for smaller companies joining the marketplace.

Economic factors: Global recession and significant decrease in first-time buyer has influenced the demand in future industry. IKEA's low prices create charm amidst its customers in troublesome financial times. It is essential to keep prices as low as possible when the retail sector is frustrated. IKEA's pricing strategy targets consumers with limited money. Its products will also entice to those with higher income through good quality and design. IKEA must ensure that it's always recognized as getting the lowest prices on the market in the future

IKEA got has been quite successful using its 'one-design-suits-all' global expansion strategy in many markets. However, skillfully developed were doubtful as to whether this plan would translate well into some of the Asian and south Asian, culturally diverse and riskier markets. It is vital for IKEA to acquire higher amount of localization to reach your goals in diverse market segments.

The Asian markets, where India and china has most effective growing middle class can be very attractive market. In far eastern marketplaces, IKEA is facing lots of obstacles in terms of varied social, demographic and market specific needs IKEA will need to have more ethnic promotional method of the marketplace.

IKEA must adjust two very important aspects of its time - analyzed and proven global strategy when it arrived to China and Midsection East; while somewhere else in the world, IKEA got always located its stores in less expensive areas and sold its furniture on the do-it-yourself (DIY) theory, these elements needed to be changed in China and Middle East. IKEA must decentralized the majority of its functions including Human being source of information and stores management in China, in the past, there is some criticism that IKEA was too bureaucratic with a lot of its procedures being globally manipulated and systematized.

IKEA is increasing to hold in the US market, it has the best growth prospect of IKEA. The current hold of IKEA is the forex market is very limited. Thus, it permits IKEA to keep its progress rate while basically keeping its low-cost strategy in the close to and medium future.

The primary goal is obtaining this goal, is an adjustment of the company's products to the US market needs. IKEA's stores in the US must change into less internationally standardized products and more products changed to the necessity folks market, increasing the variance of the product line of IKEA. This might result a low cost products to the high income society that might well include innovative design motives that characterizes the existing products.

Globalization of IKEA and way forward

More emphasis must be given on understanding of various markets all over the world for an improved strategy planning, decreasing the reliance on the current management. These steps should better taken before Mr. Kamprad's director retires from the business for absorbing a lot of their spirit in to the future international management.

With continued growth effort underway worldwide, IKEA make an effort to enforce its USA development support the company's vision and business design to offer its products on affordable prices. For your long term proper planning IKEA must evaluate in more detailed All of us market and build more stores where it can perform economy of scale. IKEA should have clusters of stores within market or different region of USA permit company to successfully streamline and manage its distribution services, training, recruitment initiatives and development marketing work.

On a broad bases strategy IKEA must penetrate into its existing market to gain more share by promoting its product in existing market. On the other hand more stores should most probably in various part of USA market.

Ansoff's Matrix - Product-Market Expansion Matrix

In the far Eastern and Midsection Eastern marketplaces where Ikea must develop its marketplaces in forseeable future. In the emerging current economic climate like China, India and Brazil where engineering industry is growing. IKEA must utilize its market imagine of offering cheap products with and high quality.

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