Competitive Strategy for IKEA Thailand: Co-operative Strategy and Competitive Dynamics

RUNNING HEAD: Competitive Strategy
Competitive Strategy

Competitive Strategy 1
Executive Summary
The report involves information about the competitive strategy used by the company IKEA
Thailand. It evaluates the use of co-operative strategy by the company IKEA in Thailand. The
report further also examines the competitive dynamics of the industry in which IKEA initiates its
actions. Thee co-operative strategy of the company adequately supported it in earning market
share in Thailand. With the help of this strategy, the company attained competitive advantage in
the target market. More details about the strategies used be IKEA are discussed below:

Competitive Strategy 2
Contents
Executive Summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
Company Background..................................................................................................................................4
Co-operative Strategy..................................................................................................................................5
Use of Co-operative Strategy in IKEA Thailand............................................................................................6
Competitive dynamics of the industry.........................................................................................................7
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10

Competitive Strategy 3
Introduction
The purpose of this report is to provide description about the company IKEA Thailand and
cooperative strategy used by it to attain success in the market. The report explains the description
about the company, meaning, use and importance of cooperative strategy in the business of
IKEA Thailand. It also explains the competitive dynamics of the industry that affects the
activities of the company in the competitive environment. Further, it should be noted that the
company is an organization that is well-renowned worldwide. The company operates its
activities in numerous parts of the world. The company has initiated many strategies to expand
worldwide and maintain its competitive advantage in the target market. The company mainly
makes use of the co-operative strategy to expand its scope of business in Thailand. Co-operative
strategy refers to the strategy under which an organization plans to work together with another
organization initiating similar diverse activities in the market. Further, more details about the
report are discussed below:
Company Background
The company IKEA Thailand is a value-driven organization that provides furniture services to
people worldwide. The company provides easy designed and efficient products to the customers
in the market. The organization offer products to the customers that are feasible by all the
customers present in the market. IKEA has 389 stores in total 48 countries. The vision and
business idea of the company states that they want to create a better world by assisting people
with their products and services in the market. The idea of the business is to offer a wide range of
well-designed products to the people at lower rates in the market. The major aim of the
organization is to offer its products to all types of customers in the target market irrespective of
their income level (Grant 2016). The company works hard to enhance the quality of the furniture
that they provide in the market. Three growth areas of IKEA Thailand are achievement of quality
products at lower rates, maintain sustainability in planet through their activities and lastly, to
help people repeatedly in the market. The company IKEA is formerly based in Netherlands, it is
a Swedish organization that designs and sells ready to assemble furniture, home accessories and
kitchen appliances. IKEA is the world’s largest organization that sells furniture to the customers