E-commerce Era With Major Retailers
Added on 2022-09-05
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ASSESSMENT 2 IKEA
TOMAS MONTORO BIOLATO
R208456
GLOBAL STRATEGY MANAGEMENT
MAY 2th 2022
TOMAS MONTORO BIOLATO
R208456
GLOBAL STRATEGY MANAGEMENT
MAY 2th 2022
1
AUTHENTICITY STATEMENT
I Tomas Montoro Biolato the undersigned, hereby certify that I have compiled and
written the attached assignments documenting learning from experience without
assistance from anyone except academic and faculty mentors. This work is solely my
own, and I am solely responsive for the content, organization, and construction of these
assignments.
I further certify with this statement of authenticity that the documents referenced in and
submitted as evidence for the learning document are authentic, and I agree to submit
originals for examination upon request by the Academic Dean or faculty evaluators.
I also hereby acknowledge that I have read the instructions for preparation and
submission of the attached assignments, and I understand that these assignments will
not be accepted for evaluation or for the award of academic credit if it is determined that
they have not been prepared in compliance with those instructions and this statement of
certification.
I understand the faculty evaluator may contact me directly for additional material, or to
schedule a personal interview.
I hereby accept the evaluation of the faculty evaluator as the final determinate of the
credit award.
Signature:
Date: 23/05/2022
AUTHENTICITY STATEMENT
I Tomas Montoro Biolato the undersigned, hereby certify that I have compiled and
written the attached assignments documenting learning from experience without
assistance from anyone except academic and faculty mentors. This work is solely my
own, and I am solely responsive for the content, organization, and construction of these
assignments.
I further certify with this statement of authenticity that the documents referenced in and
submitted as evidence for the learning document are authentic, and I agree to submit
originals for examination upon request by the Academic Dean or faculty evaluators.
I also hereby acknowledge that I have read the instructions for preparation and
submission of the attached assignments, and I understand that these assignments will
not be accepted for evaluation or for the award of academic credit if it is determined that
they have not been prepared in compliance with those instructions and this statement of
certification.
I understand the faculty evaluator may contact me directly for additional material, or to
schedule a personal interview.
I hereby accept the evaluation of the faculty evaluator as the final determinate of the
credit award.
Signature:
Date: 23/05/2022
2
Table of contents.
• Introduction. ............................................................................3
• External environmental análisis. ................................................ 4-11
-Porter’s five forces
-Pestel análisis
-Opportunities and threats (SWOT)
-Strategic groups
-Industry life cycle
• Internal analysis. ..................................................................12.13
-Strengths and weaknesses (SWOT)
• Strategies. ...........................................................................13-16
-Business strategy
-Global strategy
-Corporate strategy
• Conclusion.............................................................................17
• References. ...........................................................................18
Table of contents.
• Introduction. ............................................................................3
• External environmental análisis. ................................................ 4-11
-Porter’s five forces
-Pestel análisis
-Opportunities and threats (SWOT)
-Strategic groups
-Industry life cycle
• Internal analysis. ..................................................................12.13
-Strengths and weaknesses (SWOT)
• Strategies. ...........................................................................13-16
-Business strategy
-Global strategy
-Corporate strategy
• Conclusion.............................................................................17
• References. ...........................................................................18
3
Introduction.
IKEA is owned by Stichting INGKA foundation and is on eof the three largest furniture
retailers in the world with more than 12000 products in offer. It was founded in 1943 in
Sweden and nowadays has its main headquarters in the Netherlands. IKEA employs
208000 globally and has more than 420 stores in more than 50 countries.
In 2018, IKEA sold goods worth more than 44 billion dollars and it has strong cash
reserves and a more than healthy profit margin. Statistics demonstrated that in 2018,
IKEA had 957 million of store visits and almost 3 billion visits in its webpage. Forbes
estimated the the company’s worth at about 15 billion dollars also in 2018.
Now a days, the company has evolved becoming a global brand of home products
spreading its main ideas of affordability, design and comfort to people as well as
businesses all over the globe. IKEA follows an extreme cost leadership strategy
followed by an international market expansion.
This analysis will focus in the external environmental analysis using the Porter’s 5+1
forces and PESTEL (included inside the 5 forces analysis) as well as a SWOT analysis.
The assignment will try to discuss the strategic groups in which the company operates
in USA as well as its location in the product life cycle. The report will also try to overall
explain and summarize Ikea’s main business, global and corporate strategies.
(Figure 1)
Introduction.
IKEA is owned by Stichting INGKA foundation and is on eof the three largest furniture
retailers in the world with more than 12000 products in offer. It was founded in 1943 in
Sweden and nowadays has its main headquarters in the Netherlands. IKEA employs
208000 globally and has more than 420 stores in more than 50 countries.
In 2018, IKEA sold goods worth more than 44 billion dollars and it has strong cash
reserves and a more than healthy profit margin. Statistics demonstrated that in 2018,
IKEA had 957 million of store visits and almost 3 billion visits in its webpage. Forbes
estimated the the company’s worth at about 15 billion dollars also in 2018.
Now a days, the company has evolved becoming a global brand of home products
spreading its main ideas of affordability, design and comfort to people as well as
businesses all over the globe. IKEA follows an extreme cost leadership strategy
followed by an international market expansion.
This analysis will focus in the external environmental analysis using the Porter’s 5+1
forces and PESTEL (included inside the 5 forces analysis) as well as a SWOT analysis.
The assignment will try to discuss the strategic groups in which the company operates
in USA as well as its location in the product life cycle. The report will also try to overall
explain and summarize Ikea’s main business, global and corporate strategies.
(Figure 1)
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