Situational Analysis

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Situational Analysis

University of Phoenix

STR/GM581 International Strategic Planning & Implementation Steven Hall
Situational Analysis
IKEA is a global home-furnishing retailer founded in 1943. “In 2008, IKEA had 253 stores in 24 countries plus 32 stores owned by franchisees and 20 stores expecting to open in 2009” (The Times 100, 2009, p. 1). This paper will show the organization’s mission, vision, and values. In addition, this paper will show a consideration of broad environmental forces affecting the firm, and the potential for global expansion. Finally, this paper will show an assessment of industry structure using the Porter Five Forces Model, and a critical assessment of organizational SWOT (Strength, Weaknesses, Opportunities, Threats) factors. Mission, Vision, and Values

“The IKEA vision ‘to create a better everyday life for many people’ puts this concern at the heart of the business” (The Times 100, 2009, p. 1). IKEA believes that if it keeps prices low people will want to shop at IKEA. Furthermore, IKEA believes that as a responsible company, it also has a responsibility to world it serves. A social and environmental responsibility is important to IKEA. IKEA also works only with suppliers who share this same philosophy. Environmental Forces

“According to Ulf Smedberg, marketing manager of IKEA China, IKEA faces three main challenges in China: pricing, high duty rates, and the PRC bureaucracy” (Miller, 2010, para 5). Although China has reduced many regulations for foreign companies, its regulations are still harsh. “IKEA has been hit with heavy import taxes in China, though the company aims to relocate production of many items to China to solve this problem. IKEA faces strict quotas and has difficulties importing food to its restaurant” (Miller, 2010, para 5). To solve this last problem, IKEA “now has a food-import agent that handles all related issues, including labeling” (Miller, 2010, para 5). Porter Five Forces...
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