This report discusses the application and evaluation of strategic marketing planning theories to Ikea, a Swedish multinational company known for its ready-to-assemble furniture. It explores the concept of corporate strategy and its importance for Ikea's business. The report also highlights the strategies used by Ikea, such as offering low prices, increasing the range of items, and expanding into international markets. It further examines the theories of market segmentation, relationship marketing, brand equity, and market orientation in the context of Ikea's strategic marketing planning.