IKEA: Studieretningsprojekt om baggrund, strategier og udfordringer

Lars Dahl

Erhvervsgymnasiet Grindsted

Studieretningsprojekt - IKEA

Fag: Afsætning og Virskomhedsøkonomi

Rikke Jakobsgaard

Vejledere: Preben Graversen og Tove Kristesen

D. 28/11-2014

Anslag med mellemrum: 47.726

STUDIERETNINGSPROJEKT-IKEA

Abstract

The objective of this assignment is to investigate IKEA as a company in terms of background, strategies and challenges in the furniture industry. Over the past 10 years, IKEA has experienced serious growth and as a consequence of the financial crisis- recession, too. Various theoretical models have been used, among others Porter Five Forces, SWOT analysis as well as a model about the de- and independence of a particular company’s environment.

IKEA is very competitive, follows a cost focus strategy and thereby offers good prices - their core competence. Findings let suggest that there is no direct competitor with a similar setup or the ability to copy IKEAs strategy and as a result, to deliver a comparable value for the customer. IKEA is a very internationalized and a well-established brand in Denmark. Furthermore, the company has invested huge amounts of money into facilities and marketing. In other words, it will prove difficult to enter the market as a serious new competitor and replace IKEA in consumer’s minds.

In addition to above mentioned analyses, the paper looks into IKEAs strategies with particular focus on growth strategies which in general can be described as product- and market development focus.