Introduction
This primary focus of this paper is to analyze IKEA’s current competitive priorities with the help of SWOT analysis. The focus will be on identifying the issues with the current product design and delivery and identify the alternative solutions. The paper will analyze the potential advantages and disadvantages of each of these solutions and come up with a recommendation for IKEA to grow its business in North America.
Competitive Priorities
IKEA’s brand is associated with simple, low cost, stylish, good quality products. IKEA standardized the product and operations strategy and hence minimized costs and maximized profits. The corporate mantra is “Low price with meaning”. The goal is to make things less expensive with out ever making customers fell cheap. They offer nearly the same products in its stores all over the world; they can order high volumes and get cheap prices. The company targets the customer who is looking for value and is willing to do a little bit of work serving them, transporting the items home. The following SWOT analysis summarizes the current situation.
|Strengths |Weakness &n ...