Analyzing Business Strategy for IKEA: Impact of Macro Environment and Internal Capabilities
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This document provides an analysis of IKEA's business strategy, focusing on the impact of macro environment factors and internal capabilities. It includes a detailed examination of the company's strengths, weaknesses, opportunities, and threats. The document also explores the competitive market forces using Porter's Five Forces model.
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BUSINESS STRATEGY
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Table of Contents INTRODUCTION...........................................................................................................................1 Task 1...............................................................................................................................................1 P1. Drafting about the stimulusabout the external factor which is reflecting of macro environment in organisation context......................................................................................1 Task 2...............................................................................................................................................4 P2. To making the detailed analysation of the about the knowledge of Internal environment and capabilities of providing organisation through using systematic approaches.................4 Task 3...............................................................................................................................................6 P3. By implementation of the Porter’s Five Forces module to measured the competitive market forces in perspective of company...............................................................................6 Task 4...............................................................................................................................................8 P4. Through evaluating the range of theories and concept of the managerial model for the investigating the strategic plan for organisation perspective.................................................8 CONCLUSION..............................................................................................................................11 REFERENCES..............................................................................................................................12
INTRODUCTION Business Strategy is a propaganda where it optimised to get analyse and interpret about the business activities and planning to execute various form of managerial method to supports of conducting the optimum business related plans by organisation manager or leader to further success factor (Phadermrod, Crowder and Wills., 2019). It also helps to predict about the investments, hiring of workforce, raw material consumption and many more which are generally counts in fulfilling the demands of their clients and accomplish the targets. Many formation of business strategy is come across as to scrutinize the market behaviour and traits which is essential to the vision, mission and objectives are highly considered as for thecompany perspective which driven the company’s business goal as what to they have achieved in the competitive Market (Saura, Palos-Sanchez and Correia, 2019). Introduction about Company The venture IKEA company is a Multinational enterprise which manufactured and produced the exceptional level of basic home products that are driven through the assorted in to make it actively in supermarket and it regulated through the Headquarter which is Swedish Dutch as it having a branch in United Kingdom where it propounded the main retail products which are provided the same product and services in very effective way(Anandarajan and Harrison, 2019). It founded at 28 July, 1943 in Sweden, where total number of employees are linked together through globally are above 2,00,000 by contributing their effective skills of to accomplish all the segmentation about the company norms and targets and influencing to other competitors a hard competition in competitive market. Task 1. P1. Applying appropriate framework analyse the impact and influence of the macro environment. The macro environment is the form of terms and condition that exists in the economy background. It involves the factor of gross domestic product, recession, inflation, market policies etc, to making relation between general business cycle for measure the performance particular organisation. 1
Mission:The mission of IKEA company is having a business idea that supports this vision by offering a wide range of well-customized, functional home furnishing products at the prices are economic range for people can easily afford (Pereira and et. al., 2019). Vision:“To making creative in better way of people’s life in different manner”. Objective:By having a strong and effective aim to accomplish the targets segments in retail business for long period of sustainability that provides the sense of direction to getting the targets done in the manner of disciplinary which occurred in corporate compliances. As they have a motive making manufactured of qualitative product in a efficient manner where they can easily influence the consumer needs and wants of the long terms durability aspect. PESTLE Analysis This method is commenced about the business get effected through external factor as it can be in favour or different preference which will not considered to be profitable but it compiled all the rules and regulation or in another words the factors which are in Pestle is instructed about the business strategies approach to implies to get their achieve the targets such as political, Economical, Social, technological, environment and legal. Political:This element reflects the corporate and government laws such as new tax introduced, trade tariffs, political stability, corruption, labour laws etc.. In the perspective of IKEA company, as it is Netherlands based organisation and want to serve their business in United kingdom region they have to considered all the rules and regulation which undertaken by UK government. Some of policy traits could create impact in their business for example labour laws, corporate taxation and others which they have make understand the UK regulation and prepare a strategy to assess the potential market. Economical:The influence of the economic feature is to be background of the utility in market sector, where economic factor basically determine the certain economy performance in terms of economic growth, disposable income, exchanges rates that generates impact forshort and long terms aspect. As United kingdom economy is having a better stability the value of Pound is high in international market, through which IKEA company need to measure the UK economic aspect in overall situation as well as the high value of pounds could generates the positive returns. But 2
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there is negative influence of Brexit market in United kingdom which not allows to tradein European market to those venture who are trading the business in UK region as this factor can create a uncertain conflicts for IKEA company. Social:This factor is emphasis about the organisation build their business strategic implement by evaluate to target consumer which instructed about product pitching to in such a manner to fulfil their needs and wants (Botero and et. al., 2019). On the basis of demographic factor, as it involves a certain criteria age, gender, population growth rates, income factor, taste and preferences all these criteria are matter for particular organisation. These factor can create impact in IKEA company as their business is dealing with supermarket products and they are keen to address product and services in United kingdom which require them a proper market research. Many other retail organisation are already having a presence in United Kingdom region such as Tesco plc, Asda Stores, Mark and Spencer etc. Their market will impact on IKEA where they need to identify their serving product and services area (Vizzoto and et. al., 2020). Technological:It allows the new resources commenced through the up gradation in the organisation which allows technological incentives, the level of innovation along with research and development in United Kingdom region. Similarly, IKEA company measure the scope of technology resources in UK as there is advanced resources are utilised in retail stores. So, IKEA could enhance the technology of Artificial Intelligence systems in built in their stores which will improvise their work efficiency as well as improved their mechanism in effective manner. effectively and it will generate positive impact (Batzer, 2019). Environmental:According to this factor is elaborate about the increasing the lack of raw material, chemical air pollution and carbon footprints are all these uncertainty is reduces by setting the target through particular government (Fatchiya, Amanah and Soedewo, 2019). With the perspective of IKEA company, the environment aspect of UK is highly influencing where they need to analyse the availability of optimum raw material and have to make sure about the product and services to not influence any harmful impact towards the UK environment and initiate to contribute for society development aspect. Through this practise it makes understands and encourage to making involvement in corporate social environment for better sustainability. Legal:It is comprise about the understanding of laws and regulation which are commenced through Government as have to implement some business laws which maintained. Similarly, the legal aspect of United Kingdom is address about the Employment Act 1996 for protecting the 3
workforce rights of employees that have to considered by the perspective of the IKEA enterprise in segment of Minimum wages Act and Holiday pay. Sick pay and Maternity leave policy and with rights are legally protected towards female workforce (Contini and et. al., 2019). Evaluation Through Pestle analysation within the perspective for IKEA company of their external factor or forces which allows to getting interact with various form of scopes, opportunity, problem and decision making which supports to accomplish the objective and goals as for the betterment of company perspective (Umar, and Chunwe, 2019). As from this Pestle analysation there would be Technological and Legal Aspect selection which structure formatted through which laws and resources are highly needful and importance to allows in their organisation premises for getting more approachable. M1.Criticallyanalysethatmacroenvironmenttodetermineandinformstrategic management decision. The impact of macro environment is necessary to organisation like IKEA venture is for evaluating information about external factor. For conducting Pestle analysis is arises for ensuring about information related with external that can influence a business by generating opportunities and threats in competitive market. As IKEA is multinational retail company, in which Pestle analysis helps in creating decision at the time of investment purpose or planning to establishing new venture in international market. Similarly, this practise is provide information regarding with political. Economical. Social, technological, environmental and legal where IKEA could faces major challenges in Political and legal factor by fluctuation of policies effectively. Task 2. P2. To making the detailed analysation of the about the knowledge of Internal environment and capabilities of providing organisation through using systematic approaches. On the behalf of the consideration about the internal environment where it helps to getting analysation about the internal scenario of the company within the systematic approach on allocating the optimum information about related larger and small opportunity. 4
Swot Analysation:It is strategic planning tool which utilise to measure internal strength and weakness along with external opportunity and threats for a particular organisation aspect. Following there is a detailed analysation of Swot in context of IKEA company. STRENGTHWEAKNESS ď‚·IKEAcompanyhavingtheir worldwidepresencealongwiththeir product branding having better image in competitive market . ď‚·They provide better quality products in affordableprice.Astheyhavelong termrelationshipwithsuppliersof IKEA benefits as they assures to allows theirproductpriceinaffordable integrate the supplier chain. ď‚·Havingstrongandeffective promotionalteamtopromotethe product and services internationally. ď‚·Customer shares negative feedbacks as dissatisfactionwithitsproductas continuous for having poor quality of general products. ď‚·Theyarefailedsometimesfor balancingtheirstandardacrossthe location of worldwide. While company uses the oldtechnique resources by whichproductsarenotproducedin proper way. ď‚·IKEA'soperationblamestheirpoor environmental factors such as natural climatic where they fail to not produce the product and services. OPPORTUNITIESTHREATS ď‚·IKEA produced a eco-friendly product and services which is increasing the demandanditwillimprovisethe growth strategy for company. ď‚·Therearelowcostcountrieswhere their per capita income are in low level, this opportunity for IKEA as they can expandtheirbusinesswherethey perform more better. ď‚·Online platform can increase the IKEA products in demand and help to engage ď‚·There are other retailer venture such as Walmart, Asda and Tesco companies areenteringinthehomeappliances productssegmentsasIKEAis specialists.Asthesecompaniesare dominant in the market can be overtake the IKEA market position. ď‚·As per the people traits they buy low costproduct.AsIKEAallowsless prices in their product and services. But there is high competitors like Tesco, 5
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morecustomerinteractionasitwill improvise the sales. Asda and other retail shops in which customer have high bargaining power with IKEA. This high bargaining power will decrease profit margin. M2.Criticallyevaluatetheinternalenvironmenttoassessstrengthandweaknessofan organisation internal capabilities. By conduct Swot analysis for IEKA, where it strength is highlight that company's is having its global presence and allows less prices in product and services that compare with other retail company. IKEA is having effective promotional team that work in constant basis to making high customer engagement. These internal strength of IKEA is enough to support for accomplishing competitive advantages. Somehow, weakness is quite create challenges like customer are not satisfied from IKEA's services. Therefore this factor can more implication to enhance unproductive effectiveness. Task 3. P3. By implementation of the Porter’s Five Forces module to measured the competitive market forces in perspective of company. About Porter’s Five Forces The introduction of the Porter Five Forces is all about to guidance for industry related information in terms of growth, consumer behaviour, profit margin, competitor as along with well framed opportunities. It allows organisation to perform in the market and scrutinize the errors regarding the aspect of the business point of view which need to fulfilled as in recover manner. There are players in the market called buyers and sellers who performed for individual company objective regulation to influence the consumer by mapping the buying capacities, threats regarding of new company entrant as in product description, market overtaken through other similar industry company which could provide the high factor affect. The requirement of the formation of Porter Five Forces framed in the consideration of IKEA Company which will demonstrate about the strategic planning for investigation the opportunities and challenges. Threat of Substitute:It is the factor of substitute of goods and services which can utilise to replace in the company product or services for impact through threats. According to the 6
rivalry for IKEA company because they have huge competition with other industry like Walmart plc, Euro Market, Argos and with others. M3. Devise appropriate strategies to improve competitive edge and market position based on outcomes. As per theabove analysation of Porter Five Forces in context of IKEA company group business they have a sort of chance of opportunity to recreate their business stabilize in the competitive market to reach a competitive edge. As there is few challenges for IKEA company such as high power of bargaining in buyers side as because they have alternative choices as they can prefer for other industry as well as the highly competitors actively trade where IKEA have to face implication in their productivity. To attain the competitive edge they have to offer discounts and other gift vouchers with their products, analyse the competitor's performance and prepare a optimum strategy where it could generates more productivity in market by introduced similar quality of product in affordable price and compare with other company's product. And other option is to measure other countries where the lack of home appliances and furniture are in less quantity and approached for it. Task 4. P4. Through evaluating the range of theories and concept of the managerial model for the investigating the strategic plan for organisation perspective. On the revision of the management theories as it has provided many business planning strategies which supports to predict and assumption about to outcomes mapping which will bring the organisational growth in the competitive market as along with it instructed to analyse the different factor of behaviour and attributes which defines the compliances format procedure enhanced in the company perspective. Through commenced the Porter generic Model analysation for mapping the market and scenario and constructed the strategic plan to execute in the perspective of IKEA company (Corbo, 2019). About the Porter Generic Model It is driven themainly about the business background information generates in terms of scope, opportunities and challenges which are mapped through within capabilities of the specific companybackgroundregardedwiththeeffectiveperformances,butthereisneedof understanding the different source of marketing behaviour that help to making evaluate the 8
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abundance of competitive advantages that procurement by company as well as reduces the unwanted discrimination factor. As on the analysation related of Porter Generic model is comprises related with the IKEA group of company which deliver the best optimum business strategy to support the perform effectively. The Cost Leadership:One of the prominent Generic model it prescribed about the low cost product manufacture in the industry. This form of strategy is basically associated with large-scale of business offers low scale of product price to maximise the profit criteria for making maximise sales, enhance high productivity or increase the capacity utilisation. In the perspective of IKEA company, they have offered low prices product and services with great quality. Through enhance of low prices make influence to attract more customer from the upper and middle class. They basically cut down production cost with the motive of profit maximisation. Differentiation:This strategy is basically propounded for making comparison with individual or few number of target market. As with the context of IKEA Company has enhance differentiate with new product concept, in other hand company deals with new substitute of product manufacture with low prices. First, they have analyse needs and wants of customers or middle class people who are needed a product but in affordable price where they produced in better quality. Cost focus:It is also termed as focus strategy, that considered on a narrow segmentation to reaching the cost advantages or differentiation. In the organisation respective they have alternative to work on cost or product differentiation in the market point of view. As similar situation happen withIKEA company where they have increase or decrease the cost or customized the product specification. For above perspective of IKEA company the model of Porter Generic analysation compiled by considered for theDifferentiation strategy ,as it will support to forming the new concept of product and produced in the better quality with low prices incurred. Many other competitors product are captured the market in that situation IKEA need to attract the customer by manufacture new specification of product and services and enhance in market to maximisation the profit. 9
Mission, Vision and Objective of companyMission:The IKEA Company stats their mission “Our Business idea supports by offering a wide range of well designed, functional home furnishing product at prices. So, low that as many people as possible will be able to afford them”.Vision: “To create better everyday life for many people”. Objectives:By offers a wide range of home essentials and furniture product items of good design and functions with excellent quality and durability with enhance price where people can easily afford to purchase it. Market Segmentation The main agenda of the segment of the market is directly pointing towards the product description where it features along with quantity and quality basis about consumer get influenced throughbrandingandcompanyperformanceinthemarket(Al-khateeb,2019).Onthe background of IKEA company market segmentation is divided population into different group of customer preferenceaspect astraitsand characteristicsfor example:Malesand Females products, Home appliances and other furnishing products as per produced in colour wise, clothes according to size, gender group and price factor etc. Market in Targeting According to this method to approachthetarget customer with particular company perspective as which helps to making detailed marketing research in particular specific format to getting an idea about people taste and preference and buying capacity basis the product manufacture to deliver or pitch to the right consumer. Similarly company like IKEA group they have evaluated their targeted consumer on their power of buying factor where they are generally IKEA company determine the middle range of customer who having moderate quality of buying. Positioning On the majorly dependence of the performance level which is decides toanalysation of the company positing in the market or competitive market where many rivalry industries are performs and gets to attain their ranking in overall marketing position. As on the result record of IKEA group company implies their position according to the marketing mix factor for target potentialcustomersegmentation.InthemonopolysegmentsIEKAisstandsamongin competitive companies as they addressed to measure the individual customer needs and wants from the products. 10
Monitoring and Controlling: The concept of monitoring and controlling is the process of mapping the performance along with undertaking the corrective actions to set the target business for reaching its goals. In the organisation context of IKEA company as they have opted for Differentiation strategy. So, they can monitor and control in two different perspective . First, IKEA venture need to identify the important factors in product differentiation and setting a criteria of performance productivity increases, training requirement to the employees for their efficiency improvement aspect and keeping the records of financial data from previous and current basis. The influence of control commence by preparing a strategic business plan for IKEA company as they can evaluate their major key development areas, enhance to control the uncertainty through financial crises as well as losses andfocuses to more in profit maximisation. To improvise the growth of the company need to maintain the profit and sales margin as it will generates the productivity and better outcomes. CONCLUSION On having detailed accessible of the report about the Business Strategic is commenced through evaluating the different approaches the implementation of the managerial aspect regarding with mapping the situational based analysation on company’s background basis through describing about the mission, vision and objectives along with macro environment analysation which propounded related with the external forces which effect the organisation performances as there is support of Pestle analysation. Apart from it the Internal assessment suggests the VIRO Model which emphasis the product and organisation performances in the competitive market through different categories. The final part of this report is come across to getting Porter five forces examine which emphasis about the threats and probability of sustainability in thecompetitive market and Porter Generic model is for making effective business plan. 11
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