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The Strategic Environment Strategy Of Ikea

While it is apparent that present achievement is no predictor of future achievements, it is improbable that such a successful firm would achieve its amazing global functional competences without a "central get better at plan". A centralized strategy and planning process is apparently found in building its unique handling infrastructure and services stock portfolio. This article thus shows an gratitude of the process of strategy formulation of IKEA while using Strategic Management Model depicted in the module's notes. The model presents a logical attempt to put the elements of decision-making process into series and these elements will be utilized for program to IKEA's circumstance. This record therefore protects five main parts: the foremost is a brief advantages of IKEA which includes its Mission and Vision; the second is the strategic evaluation of IKEA and thereafter, its market position; the fourth part offers us an analysis of IKEA which evaluates the advantages and weaknesses of IKEA's decision-making process and lastly the previous part is the recommendations on how the procedure may be improved upon.

With a grand total of 313 IKEA stores in 37 countries/territories (IKEA Group itself has 276 stores in 25 countries, 37 stores are owned and run by franchisees beyond your IKEA Group in 16 countries/territories), sales for the IKEA Group for the financial year 2009 (IKEA fiscal year: 1 September 2008 to 31 August 2009) increased by 1. 4% to a complete of 21. 5 billion. The IKEA Group has 123, 000 co-workers pass on across functions such as purchasing, syndication, whole-sale, range, retail, support functions and the Swedwood Group. IKEA also offers 28 syndication and 11 customer distribution centres in 16 countries.

So, what role will the mission declaration play in strategic management? In practice, a strong mission statement can help in three main ways. It provides an outline of how the commercial strategy should seek to satisfy the mission, a means of analyzing and screening process the marketing plan and an incentive to execute the marketing plan.

In other words, although beautifully crafted, an openly defined mission and eye-sight is by no means an assurance in itself that an business will stay successful in the long run. The main element in keeping the guiding guidelines of the organization is the commitment and capacity for management in transferring on this message. It really is hence important to identify IKEA's decision making process (if any) that causes the introduction of its commercial strategy. With this in mind, it is apt to query if organizational learning, where individuals test and trade information, is a one-off practice or is in fact harmonizing to the tactical planning. To carry out this, we have to consider IKEA's strategic position. Johnson et al (2008) believes that understanding the tactical position of an organization is concerned with the effect on strategy of the exterior environment, an organization's strategic capabilities (resources and competences) and the goals and influence of the stakeholders.

Strategic Position

In order to understand the proper position of IKEA, the SWOT, Porter's Five Forces Model, Center Competencies, Value String and Stakeholders Analyses will be utilized.

SWOT Analysis

A SWOT (talents, weaknesses, opportunities, dangers) research allows a business to judge its operations from an internal and external viewpoint. The business examines strengths and weaknesses internally. Opportunities and hazards are external.


IKEA's strengths include a strong global brand, a clear vision, a strong idea and "balanced design" (the identical balance of function, quality, design and price). In addition, it has talents through its creation processes, such as with increased use of alternative materials, 'smarter' use of recycleables, long-term partnerships with suppliers and economies of range.


A business must know its weaknesses to be able to boost and control them. IKEA must consider:

The size and level of its business as its global activities could make it difficult to regulate standards.

The demand for low-cost products and punch a balance against quality.

The need to keep carefully the consumer and IKEA stakeholders up to date about its environmental activities.


A business uses talents to gain from opportunities. IKEA's opportunities come from linking its sustainability ideas to growing demand from customers for greener products, low prices and lower drinking water usage and carbon footprint.


If businesses are alert to the likelihood of external hazards, they can intend to counteract them. Threats to IKEA include:

changing social styles - like fewer first time clients in the cover market

market pushes - as more competition offer similar products

economic factors - with people having less throw-away income anticipated to recession

Porter's Five Pushes Model Analysis

Porter (1980) released the view that the success of an industry depends upon five competitive makes and in order to stay competitive on the market, IKEA should analyze the forces or threats presented.

Bargaining Power of Buyers

There is a little power due to exiting low-price options as the low price strategy is another way of the business to response in buyer's needs.

Bargaining Power of Supplier

IKEA has its thousands of suppliers that place standards in delivering the materials. Most of the suppliers work in IKEA and compete with other suppliers plus they have little bargaining ability.

Threat of New Entrants

As IKEA stores do not reach many small cities, another furniture company rolling on the low-cost strategy can contend with IKEA as the excellent entrant in delivering the furniture/house wares. That is an opportunity for the new competition to move into small and mid-sized metropolitan areas with smaller stores and less selection.

Threat of Substitutes

There is not a specific product that may be a substitute for the furniture. Another advantages is that, through its lowering and leading technology, IKEA could duplicate any new style pretty and move the product into its stores.

Rivalry among Existing Firms

The IKEA's furniture opponents' offers different styles and operation. Cratel & Barrel offers furniture in a package which is subject in higher prices and Wal-Mart is equipped with big container furniture that is categorized under the general store must-have-items, but do not have much of a style. IKEA is the most successful in providing the complete deal for the clients that shows on vulnerable rivalries.

Core Competencies Analysis

One of the capabilities of IKEA is the market leaders' potential in doing its business. Led by its perspective and mission, the first choice and management clearly illustrate integrity in every its activities. The management has also strong commitment to advertise the organization ideals and the value of diversity among the employees and personnel. Furthermore, the management of the business has been able to understand the priorities of the business enterprise and make every decision based on the strategic direction by giving consideration to the effect on all aspects of the business enterprise and on other stakeholders.

Another sustainable capability of the business is its ongoing focus on the importance of both interior and exterior customers to ensure that these customers remain faithful to them. The business also makes sure that they motivate, motivate, instructor, guide and support its staff to realise the objective of the IKEA.

Value Chain Analysis

According to Normann et al (2000), IKEA can keep costs and prices down because it has methodically redefined the tasks, romantic relationships and organizational procedures of the furniture business. The effect is an incorporated business system that invents value by matching the various capabilities of individuals more financially and effectively. IKEA took its responsibility in the worthiness chain significantly and organises its functions in order to truly have a positive effect on the environment. An integral part of IKEA's success is due to its connections with materials' suppliers and manufacturers. IKEA is greater than a link on a value chain. It's the centre of assemblage of services, goods and designs.

Stakeholders Analysis

It has been observed that aside from the management of the organization, the clients of IKEA performs an essential role for attaining the organizational goal of IKEA. The devotion of customers and the trust they gave to the organization has helped the organization maintain its competitiveness. The role of the staff and employees will be the ones that make the organization constantly achieve the needs and requirements of the clients. The suppliers and other stakeholders support can be considered as additional factor which makes the IKEA what it is right now.

Market Position

With mention of Appendix 2 and as indicated in IKEA's mission statement, the business is running a business to create high quality products at an inexpensive. This would support an expense management strategy. However, the organization is also applying an indirect differentiation strategy because of its exclusive way of making use of the client in the value chain.

IKEA doesn't have its own production facilities. Instead, it is using subcontracted manufacturers across the world for supplies. To aid shopping, IKEA provides catalogs, tape measures, shopping lists and pencils for writing records and measurements. This combo indicates a emphasis strategy. The company is concentrating on one particular concentrate on segment - young and low-to-middle income individuals.

It is delivering the customer with a quality product with equipment derived from worldwide using multi-level competitive advantages, low-cost logistics and large simple retail outlets in suburban areas. Furthermore, cost-leadership has been effectively included into the organization's culture through symbols and well-organized processes. In substitution for high sales size, IKEA accepts low income. Also, IKEA's marketing emphasis on budget prices and value clearly communicates cost control to customers. IKEA's strategy evidently expresses that the conception that cost authority equals poor quality in products and services is erroneous. Top quality is associated with input and process parameters. Cost decrease, on the other hand, does not mean reducing the quality of these variables, but instead do things better and more efficiently. Cost command is an integral part of the management process and culture. Out of this discussion, you'll be able to deduce that IKEA effectively aligns its cost authority proposal with concentrate on the needs of its marketplace segment.

IKEA's Decision-Making Approach

From all the discussions illustrated above, it is figured IKEA has used the tactical planning approach and autonomous activities - where managers can make 3rd party decisions - together. The tactical planning process has been depicted as the development of decision-making rules that guide future organizational actions. Centralized strategic planning systems are developed to combine operative activities and co-ordinate long-term organizational dealings. Autonomous actions enable the firm to behave faster to changing conditions and study from new encounters.


The organizational framework boosts IKEA's performance by increasing the primary sense of control. The flatter formation per store means that the co-workers can all add more to other jobs that might not necessarily be in its job specs. Ultimately the structure of IKEA can and usually does affect how well they meet its goals, internationally and on a nationwide scale. IKEA establish the global targets, which are then distributed across the 313 stores in 37 countries. From these major objectives, the countrywide stores then distribute its own more compact objectives which they hand to the top of the business enterprise hierarchy structure, as the procedure continues on the objectives reach the bottom floor co-workers, who work towards its weekly collection goals. This hierarchical process where top management outlines an overall proper plan predicated on corporate goals, before general professionals develop their goals and tactical business strategies, and middle professionals set functional goals and strategies is effective for IKEA.


While such a hierarchical process is wonderful for IKEA generally as a whole, it's been argued that reliance on centralized proper planning operations is insufficient. IKEA should allow professionals to make more unbiased decisions which craft the business to become more responsive to changing market conditions, which is specially beneficial to companies operating in strong and complex business. IKEA might learn about new strategic opportunities through the decentralized proper actions taken by ground professionals.

Recommendations for IKEA's Decision-Making Process

Consistence in simple and stylish furniture

IKEA bases its design and new product insurance policy on the customer feedback it receives from its locally-based sales and marketing operations throughout the world. Thus any product alterations or new product ideas are at the mercy of a carefully thought-out operation from original design theory and product development to the selection of suppliers, syndication to the stores and then to customers - mainly through take-home flat packs. IKEA's contest in this field is to test people's expectations also to make sure they are question their taste without offending them.

Concentrate on simple structure for inside control

The present organizational structure can be defined as highly useful with a global market strategy. In such a structure, IKEA can maintain centralized control over practical activities and at the same time take advantage of low priced and improved quality from international suppliers.

The option from supplier to customer must be as uninterrupted, cost-effective and green as possible. Even packs are an important aspect of this work: eliminating thrown away space means we can carry and store goods more efficiently. Since efficient syndication plays a key role in creating the reduced price, goods routing and logistics are a emphasis for frequent development.

IKEA has customized the value chain methodology by integrating the client in the process and adding a two-way value system. To be able to furnish the customer with good quality products at a low cost, the company must have the ability to find suppliers that can deliver high quality items at low cost per product. The headquarters provides carefully chosen suppliers with specialized assistance, leased equipment and the required skills needed to produce high quality items. This long-term company relationship does not only produce superior products, but also add internal value to the suppliers.

Standardization VS Localization

IKEA did not personalize its products to local market segments, but kept to standardized products and businesses worldwide. This standardized strategy of internationalizing reduced costs. It implemented an ethnocentric strategy for heading international - where it possessed standardized products and standardized functions. This helped to keep costs low, but overlooked the different preferences and personal preferences of the other marketplaces and the way they purchased furniture. IKEA had to change the style of operating, giving higher possession to its subsidiaries, to be polycentric. Costs increased because of this, but this localization procedure was necessary for sales.

Appendix 1

IKEA's Empire

Despite its Swedish origins, IKEA is owned and handled by an elaborate array of not-for-profit and for-profit companies.

The IKEA corporate structure is split into two main parts: businesses and franchising. The majority of IKEA's operations, including the management of the majority of its stores, the design and production of its furniture, purchasing and offer functions are overseen by INGKA Keeping, an exclusive, for-profit Dutch organization. On the IKEA stores in 37 countries, 276 are run by the INGKA Holding. The remaining 37 stores are run by franchisees beyond the INGKA Positioning.

INGKA Keeping is no independent group, but is wholly owned by the Stichting Ingka Groundwork, which Kamprad set up in 1982 in holland as a tax-exempt, not-for-profit foundation. The Ingka Groundwork is controlled by way of a five-member professional committee that is chaired by Kamprad and includes his partner and attorney at law.

While most IKEA stores operate under the immediate purview of Ingka Keeping and the Ingka Groundwork, the IKEA brand and theory is owned by an completely separate Dutch company, Inter IKEA Systems. Every IKEA store, including those run by Ingka Holding, gives a franchise payment of 3% of the revenue to Inter IKEA Systems. The possession of Inter IKEA Systems is exceedingly complicated and, eventually, uncertain. Inter IKEA Systems is possessed by Inter IKEA Keeping, an organization authorized in Luxembourg. Inter IKEA Positioning, subsequently, belongs to an identically known as organization in the Netherlands Antilles that is run with a trust organization based in Curacao. The owners of the trust organization are unfamiliar (IKEA refuses to identify them) but are assumed to be associates of the Kamprad family.

In Australia, IKEA is managed by two companies. Stores located on the East Coastline including Queensland, New South Wales, and Victoria are managed by INGKA Keeping. Stores in other places in the united states including South Australia and American Australia are managed by Cebas Pty Ltd. Like in other places, all stores are operated under a franchise agreement with Inter IKEA Systems.

Non-taxable profit

In 2004, the last year that the INGKA Positioning group filed accounts, the organization reported gains of 1. 4 billion on sales of 12. 8 billion, a margin of almost 11 percent. Because INGKA Keeping is possessed by the non-profit INGKA Groundwork, none of this earnings is taxed. The foundation's non-profit position does mean that the Kamprad family cannot reap these profits straight, but the Kamprads do acquire a portion of IKEA sales earnings through the franchising relationship between INGKA Keeping and Inter IKEA Systems.

Inter IKEA Systems accumulated 631 million of franchise fees in 2004, but reported pre-tax profits of only 225 million in 2004. One of the major pre-tax bills that Inter IKEA systems reported was 590 million of "other operating charges. " IKEA has refused to clarify these charges, but Inter IKEA Systems appears to make large obligations to I. I. Positioning, another Luxembourg-registered group that, based on the Economist, "is almost certain to be controlled by the Kamprad family. " I. I. Positioning made a profit of 328 million in 2004.

In 2004, the Inter IKEA group of companies and I. I. Keeping reported combined gains of 553m and paid 19m in taxes, or around 3. 5 percent.

The Berne Declaration, a non-profit company in Switzerland that stimulates corporate responsibility, has formally criticized IKEA because of its taxes avoidance strategies. In 2007, the Berne Declaration nominated IKEA for just one of its People Attention "awards", which highlight commercial irresponsibility and are released during the World Economic Community in Davos, Switzerland.

Control by Kamprad

Along with aiding IKEA make non-taxable profit, IKEA's complicated corporate and business composition allows Kamprad to keep restricted control over the operations of Ingka Keeping and therefore the operation of all IKEA stores. The Ingka Foundation's five-person professional committee is chaired by Kamprad. It appoints the panel of Ingka Holding, approves any changes to Ingka Holding's bylaws and gets the to preempt new talk about issues. If an associate of the professional committee quits or dies, the other four associates appoint his / her replacement.

In Kamprad's absence the foundation's bylaws include specific provisions requiring it to keep working the Ingka Holding group and specifying that shares can be sold and then another foundation with the same aims as the Ingka Groundwork.

Appendix 2

Porter's Three Universal Strategies

Porter (1980) recognizes three long-term strategies on which a business can build its core-competencies and these strategies are:

Achieve overall low-cost command in the industry

Market products that are differentiated

Focus on market sections for growth in cost and/or differentiation

A cost authority strategy involves putting great emphasis on efficiency in every organizational activities to be able to reduce the overall costs of products sent to customers. A common low cost management strategy will only work effectively when the business provides products and/or services better value than your competition. On the other hand, a differentiation strategy is aimed at providing products and/or services that will vary from the merchandise mix of the competition. Differentiated products are often marketed at high grade prices in order to handle added costs of differentiation, leading to higher profit margins. Apart from high costs, the risk associated with this strategy is the fact consumers may well not perceive product and/or services as differentiated. The concentration strategy defined by Michael Porter is a variety of the two previously discussed common strategies. It targets cost leadership and product differentiation all together in a single particular market portion, or a distinct segment.

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