Analyzing the Impact of External and Internal Environment on IKEA
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This assignment analyzes the impact of external and internal environment on IKEA, including PESTEL analysis, SWOT analysis, and stakeholder analysis. It also discusses the resources and capabilities of IKEA using the VRIO model and the resource-based view (RBV) model.
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Table of content INTRODUCTION....................................................................................................................4 TASK 1......................................................................................................................................4 Analyse the impact of external environment on organisation............................................................4 TASK 2......................................................................................................................................5 Analyze the internal environment and capabilities............................................................................5 TASK 3......................................................................................................................................7 Examine Porter’s five force model....................................................................................................7 TASK 4......................................................................................................................................9 P4 Apply frameworks for strategic planning in importance given to company.................................9 CONCLUSION.......................................................................................................................11 REFERENCES.......................................................................................................................12 Books and Journals..........................................................................................................................12
INTRODUCTION Business strategy is determined as a process that helps in accomplishing goal in timely manner. It is important for organisation to maintain appropriate plan of organisations that help in organising various activities in proper way. In assistance of this, it is important for organisation to use latest technology for achieving competitive edge over rivalries in the market. This assignment is carried upon IKEA. It is determined as a Swedish international organisation that is located in Delft, Netherlands. This company was given by Ingvar Kamprad in 1943. The management of organisation emphasized on offering different types of goods and services like home wares, furniture and foods to its user. In this report, PESTEL well as SWOT analysis is used for analysing internal and external environment that imposes direct influences on performance of company. In addition to this, there are different model is used for providing direction to its company that help in taking decision which will be beneficial in future period of time. There are various models and theories adopted by organisation which is explained in this assignment(Adam, 2016). The strategic planning which is adopted by IKEA is going to be mentioned below: Aim: ‘The purpose of company is to maintain superior reputation and goodwill in mindset of its user at marketplace”. Vision:“The vision of company to is to accomplish leading position around the globe”. Mission:“The mission of organisation is to offer good quality goods and services to user at relatively less price”. TASK 1 Analyse the impact of external environment on organisation It is required for the business firm to make effective plans and schemes for the increment of the efficiency and profitability of the organisation. In adding up to this business environment is energetic so that it is essential to acquire changes which are related to finance human resources and marketing for the successfulness and extension of organisation (Weldearegay, 2017). The manager acquires PESTEL analysis for the assessment of outer
environment which implements the direct authority on the level of performance to the firm which used to be discussed below: PESTEL ANANLYSIS PESTEL analysis is the substructure which is going to be used for the identifications of the outer environmental factor applies direct impact on the level of performance to the business organisation. It is useful in understanding level of appreciate evaluationof business as well as plans at so many levels. In adding up to this it is required to develop the alertness on the subject of market trends to instruct for the activation of their companies at worldwide level. Political factors:Factors regarding politics incorporated with administrations regulations, systems, legislations as well as guidelines and so many supplements to which it implements both the positive and negative characteristics on the yield of the business establishment. Due to unstable political situations the contribution chain of IKEA which is to be found in Europe unfavourably affects the presentation level of industrial organisation. Resting on previous hand, the company follows the set of laws and guidelines which is compulsory by the government which completely have an effect on the production as well as prosperity of the administration. Economical factors: Economic factor includes swap over the charge rate of interest earnings and price rises as well as evaluation rate and so on. Due to economic collapse, it results in decrement to the economics of the individual human being. And it grades in the dropping of the purchasing control of the human being of the country. As a result it imposes unhelpful manipulation on sales of IKEA. On the previous hand, the director emphasised only if the higher quality products and forces to the purchaser at reasonable prices. So that, it enlarges the image of the brand in addition to kindness of the company in the eyes of buyer .It results in enlargement of the accomplishment and expansion of the administration at concentrated area(Westerman, 2018). Social factors:Social factor include faith, belief, promotes, experience and preferences to buyers which straight influence the level of performance of company. It is essential for the business definite to make out the changes which are needed and demands of the customers in the order to convince them. It imposes the limited customs, cultures and
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inheritance, so that, it is not achievable for the firm to assess the necessity of the buyers in a valuable manner. Thus, it badly affects the sale if the corporation at concentrated area. Technological factors:Technology implements an important role in the achievement and enlargement of the business administration it is very important to assign the superior technology in command to offer the higher quality products and services to its purchases. Consequently the executive of IKEA takes the artificial intelligence in order to represent the requirements of the purchasers for raising their knowledge and skill stage at the place of work. While the rates of functioning the most recent technology is very high so it includes extra prices to the goods and services of the selling administration. Environmental factors:Environmental factors include weather conditions temperatures as well as climatic states or circumstances and so on. The trade form a force ecological or eco friendly merchandise and services to its buyers in order to boost up their standards of living wages at concentrated areas it is useful for rising the cells and the earnings of the companies in future period of time. Due to transformation in climatic stages it is required that IKEA to change their policies because it negatively affects the presentation rank of business firm(Yang, Jiang and Zhao, 2019). Legal factors:Legal factor includes employment regulations purchasers defence law and legislations and many more. Due to this modification in tax strategy, the commerce form changes their strategies so that it imposes difficult impact on the expansion of the company. While the company pursue the legal authorities so that it imposes encouraging powers on sales of the trend administration in forthcoming period of occasion. Adding up to this it results to retain the customers, for long period of time. Consequently, after inspection it is concluded that the over mentioned outer environmental factors, it is very important for the trade firm accept the different plan of actions in order to control and supervise all the activities and the functions of the organisation form so that its results for the profitability and growing sales in future period of time. Stakeholder analysis Stakeholder analysis is determined as a process of assessing group of individual person that help in taking appropriate decisions in future period of time. It is the procedure that helps in determining and communicating projects in appropriate manner. For organising a stakeholder analysis of IKEA, Interest Power Grid is adopted that is going to be mentioned below:
High Power High interestin first quadrant, the stakeholder is determined as a most efficient and required to be handled closely and put information by using appropriate communication. The stakeholders with high power as well as high interest in IKEA is determined as a shareholder of organisation who focuses on investing their fund in project of organisation and also for future initiatives High power low interestthese are determined as those stakeholders who are from second quadrant as per which the need and requirement must be satisfied with proper information. Therefore, the user of chosen organisation is situated in grid focuses on need of its user that must be satisfied. Low-power low interestthis is determined as a third quadrant in which the stakeholder has a minimum interest as well power within business organisation. Therefore, it is necessary to maintain overall activities and task in an appropriate manner during particular phase of time period. Low power high interestthis is determined as a fourth quadrant that shows those stakeholder that required to be informed as they possess higher interest within business organisation but have a low power. For example, government of various countries in which IKEA perform their operation have higher interest in their functions or activities in respect of process of organisation(Buckley, Burton and Mirza, 2016). TASK 2 Analyze the internal environment and capabilities Internet environment involves element which is determined as uncontrollable by organisation to some level. SWOT analysis is determined as a tool that is used by IKEA for analysing strength, weakness, threat and opportunity of company that is given below: SWOT Analysis STRENGTHWEAKNESSES IKEA operate their business around the globe that assists in enhancing sales as well as level of profit in upcoming time period. The weakness for chosen organisation is that outlets are located outside city that decreases sales and level of profitability of organisation.
They operate their business across globe that helps in attracting ample of its user in the market. Due to involvement of different types of approaches that is connected to manufacturing and supply chain those results in enhancing efficiency level of organisation. Due to enhancing controversies that is connected to security of furniture is determined as a weakness of organisation. The company take time for making appropriate plan that is connected to new outlets is determined as main weakness of organisation. OPPORTUNITIESTHREAT The organisation focuses on boosting its budding economy in context of manufacturing goods and services at less cost. Due to enhancing popularity and recognition within E-Commerce sector that help in enhancing brand image and goodwill of IKEA. The main benefit is to execute latest technology for offering new goods and services to its user at less cost. It helps in enhancing sales and level of profitability of organisation in given time period. Due to using diversification tactics by its rivalries that decreases sales of IKEA. The price of executing advanced technology is high then it adds additional price to product as well as services of organisation. It is important for company to analyse need of its user thus it require appropriate research that add extra cost for organisation can be determined as a threat for IKEA (Siedel, 2016). Hence, the swot analysis helps company in providing comprehensive and detailed information that is connected to trend at Marketplace. It helps organisation in assessing performance and level of progress at larger level(Kabir, 2019). Furthermore, the business organisation used VRIO model for analysing opportunity and resources that is adopted by company. They emphasized on activity and resources in an appropriate manner. It also assists in monitoring activity of company in proper way. In assistance of this, the VRIO shows actual image of organisations that help in taking appropriate decisions which is beneficial in
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upcoming time period. There are different factors like valuable, organised, inimitable and rare those are significant to determine by IKEA that is given below: Valuablethere are different resources which are considered as a valuable such as customer loyalty, CSR, technological advancement and brand.Therefore, the organisation offer superior quality product and services that increases loyalty and trust of customer toward their services which is provided by firm. They also implement advanced technology in order to fulfil their responsibility towards organisation and society which will be beneficial for organisation in future period of time. In addition to this, brand is also determined as a valuable resource through which the company offer branded product and services to its user around globe. Therefore, these are considered as valuable resources which must be considered by company for taking effective decision in future period of time. Rareare those resources which are unique and specific. Therefore, the rare resources of IKEA areCSR, technological advancement as well as brand.The CSR activities which is implemented by IKEA is determined as unique that help in fulfilling responsibilities towards society. The IKEA also focuses on implementing advanced technology in order to provide specific products to its user that help in increasing brand image or loyalty of customer in future period of time. Due to have value recognition, they operate their functions and activity of organisation around the globe. Inimitableare those resources which are not copied by any other competitive firm. Therefore, thetechnological advancement and brandis determined as inimitable resource of organisation. There are various patent as well as trademark which is used by company using technology that is inimitable by other competitive firm. In addition to this, they have a unique brand that is not copied by other rivalries firm that increases sales and profit of company in future period of time and it is determined as rare resources of organisation (Chotipanich, and Issarasak, 2017). Organised Brandis determined as an organised resource of IKEA that help in achieving target in timely manner. Therefore, in context of IKEA the focus is on having a talented workforce that help in providing specific goods to its customer in achieving leading position around the world. Hence, on the basis of given topics, it is assessed that SWOT and VRIO analysis is adopted for assessing internal and external factors of organisation. It is used in enhancing
success and growth of Organisation in upcoming time period. In addition to this,resource based view (RBV) modelis used by IKEA company that is going to be mentioned below: Resource based viewis determined as a strategy that help in accomplishing competitive edge over rivalries within business organisation. The belief or Idea related to theory is to get niche market in order to overcome from threats and the organisation focuses on having resources which help in achieving profit in future period of time. As per RBV model, it is important to grab new opportunities by adopting resources as well as competency that are provided. The main purpose of this model is to provide support to strategy which is implemented by organisation during particular phase of time period. There are two kinds of resources which are used in RBV model named as tangible as well as intangible assets for organisation. Therefore, the IKEA Company adopts this model that is going to be mentioned below: Tangible assetsthese are determined as physical things such as Land, capital, property as well as many more. These are those kinds of resources which are easily purchase by customer that helps in achieving competitive edge over rivalries at market place. Therefore, the company focuses on providing superior quality footwear and food product to its user for satisfying their need. It helps in increasing the loyalty and trust of customer towards product and services provided by company in future period of time(Verma, Sharma and Chen, 2020). Intangible assetsthese are determined as those assets which do not have any physical value but owned by organisation. It includes reputation, intellectual property as well as trademark of business organisation during particular phase of time period. Hence, the organisation focuses on their image in front of customer at marketplace that helps in achieving competitive edge over rivalries at marketplace. Therefore, there are two types of assets which are used in RBV model which is necessary to consider by IKEA Company in order to grab opportunity and minimise threat within business organisation in future period of time. Hence, there are different models which are used by IKEA for assessing internal and external environment which enforces direct influences on productivity and profitability of business organisation during particular phase of time period.
TASK 3 Examine Porter’s five force model Porter five forces model is used by organisation to achieve competitive edge over rivalries in the market. It helps in enhancing growth of company at larger level. It is adopted for analysing competitors prevailed in the market and maintain appropriate strategy that help in enhancing sales in upcoming time period. There are various elements that are determined by IKEA which is going to be mentioned below: Threat of new entrant’sherein, the threat of new entrants is considered as very high. There is not any kind of rules for taking entrance in this kind of sector. It imposes direct impact on the activity and profitability level of organisation. In reference of IKEA, the management team emphasis on offering best quality of products and services such as home wares, furniture’s to its user at relatively less price. Hence, new start-ups take entrance that help within this sector and achieving profit during particular phase of time period. In assistance of this, the organisation executes their activities of organisation that help in enhancing sales in future time period. Threat of substitutesthere are various products like home wares, furniture that is offered by rivalries at marketplace. Hence, it is important to provide unique goods and services to its user for achieving competitive edge over rivalries in the market. Apart from this, they provide goods at relatively less price in order to compete with rivalries. It aid assistance to organisation in enhancing sales and level of profitability in upcoming time period(Narkhede, 2017). Bargaining power of customerthere are ample of rivalries like Tesco, Sainsbury and Wal-Mart prevailed in the market. Thus, the user has a wider choice to choose goods and services at marketplace. It is analysed that the bargaining power of user is determined as high in this industry. I addition to this, it is important for management team of IKEA to maintain appropriate strategy as well as tactics for analysing changing requirement of its user. It assists in offering product and services according to need and requirement of its users. It enhances sales and level of profitability in future time period. Bargaining power of suppliersis determined as a low in this manufacturing industry. It is important to impose cost as per price which is charges by its competitive organisation. It helps in retaining customer or sustaining them for a longer period of time. In
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assistance of this, it is necessary to build appropriate relation with its user that helps in increasing their experience level in future time period. And also it builds trust and loyalty of buyers and helps in retain them within business organisation for longer time period (Susilowati, Utomo and Setiawanta, 2017). Competitive rivalrythe competition level is determined as a high in manufacturing industry. There are different types of rivalries like Sainsbury, Tesco that provide superior quality goods and services to its user at relatively less price. Thus, it is important to provide products according to the need of its user in market. It assists in achieving competitive advantage over rivalries t marketplace. It also enhances sales and level of profitability in upcoming time period. In addition to this, the primary purpose of organisation is to provide unique quality furniture as well as home ware to its user at less cost for accomplishing competitive advantage over rivalries in the market. Hence, on the given strategies it is assessed that it is important for organisation to provide superior quality goods to its user that help in achieving competitive edge over rivalries in the market and company focuses on accomplishing leading position around the globe.Ansoff matrixis used by organisation for achieving competitive edge over rival firms hat is going that is given below: Market penetrationthe management team of IKEA emphasized on offering existing goods in prevailed market to its user. In assistance of this, they provide different kind of food items and home wares to its user at relatively less price for satisfying them. Market developmentsherein, the management team emphasized on providing available goods in new market. In assistance of this, they maintain appropriate strategy that helps in offering food product and home wares to its user in at new market place. Their main focus is to attracting ample of user in new market(Niaki and Nonino, 2018). Product developmentherein, the manager focuses on offering innovative goods to its user in prevent market. In reference of IKEA, the management team emphasised on developing product named as New Chicken Burger that help in attracting large number of user in the market. Diversificationin this level, the organisation focuses on improving innovative products prevailed in new market. It is determined as a risky stage to launch new goods in the
market. Furthermore, for achieving profit is important for organisation to improve new goods in new market place. TASK 4 P4 Apply frameworks for strategic planning inimportance given to company Porter generic strategy is used by organisation to offer unique goods or services to its user at relatively less price for achieving competitive edge over rivalries in the market. Furthermore, the management team of IKEA use Porter generic strategies that are given below: Cost leadershipthe business organisation emphasised on offering unique and specific goods to its user at a relatively less price. It assists in enhancing market share by providing goods at low cost. In assistance of this, the primary aim of company is to earn profit by providing superior quality goods as well as services to its user. It helps in increasing sales and level of profit in the market. Differentiationthe business organisation emphasises on uniqueness in this sector that is valued by its user. This strategy helps the organisation in providing something specific and unique to individual person as per their need and wants(Obeidat, Al-Hadidi and Tarhini, 2017). Focusthe other generic strategy is used in the choice of narrow scope of competition within industry. There are mainly two variants in this strategy that is cost focus as well as differentiation focus. Cost focusas per this strategy, the organisation focuses on achieving competitive edge by providing relatively less price goods and services to its target segment. Differentiation focusin this strategy, the organisation focuses on providing unique and specific goods as well as services to its target audience. IKEA is determined as international organisation and want to achieve leading position around the world. Therefore, the management team of company adoptscost leadership strategyfor targeting large number of audience by providing goods and services at relatively low cost. Strategic planning
Strategic planning is determined as a process which signifies different types of aspect which is necessary to follow by business organisation. The administration planning involves an objective as well as strategic steps that help in providing particular or specific direction. It is determined as a guidance that is offered to organisation in order to increase higher level of performance and satisfied customer during particular phase of time period. The strategic planning which is adopted by IKEA Company that is given below: AimThe aim of organisation is to build superior brand image as well as goodwill of company in mind set of its user in the market. Vision “The vision of company is toaccomplish leading position around globe”. Mission“the mission of organisation is to offer good quality goods as well as services to its user at relatively less price for satisfying need and demands of its user in the market” Objectives:The objective of IKEA is to increase sales by 40% in upcoming 6 months”. Values: IKEA is determined as a largest brand that has reliability, simplicity and principles. Strategy and tacticsit is important for business organisation to maintain appropriate strategy that help in increasing sales and level of profit in the market. The management team adopt cost leadership strategy for satisfying need and wants of its user at marketplace. They provide superior goods and services to its user that helps in achieving competitive edge over rivalries at marketplace(Priem, and Alfano, 2016). CONCLUSION From the given report, it is assessed that business strategy is determined as a process that helps in accomplishing goal in timely manner. It is important for organisation to maintain appropriate plan of organisations that help in organising various activities in proper way. In assistance of this, it is important for organisation to use latest technology for achieving competitive edge over rivalries in the market. In this report, PESTEL well as SWOT analysis is used for analysing internal and external environment that imposes direct influences on performance of company. In addition to this, there are different model is used for providing direction to its company that help in taking decision which will be beneficial in future period of time. There are various models and theories adopted by organisation which is explained in this assignment.
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