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Category: Business and Industry
Date Submitted: 04/02/2012 05:21 PM
Business Cases
Subject:
International strategy of IKEA
Name of students:
Eva Borisova 178174
Nataliya Angelova 178163
Ana-Maria Lazarova 178113
Daniel Mayer 178245
Assessor:
Prof. Dr. Michael Erner
WT 2011/2012
I. Company History: 3
The Early Years: 3
Innovations and expansion throughout the 1960s and 1970s: 3
Worldwide Growth in the 1980s and 1990s: 4
The Mid-1990s: 6
The End of the Century and Beyond: 6
II. Environmental analysis: 7
Company: 7
Collaborators: 8
Customers: 8
Competitors: 8
III. SWOT analysis: 9
Strengths: 9
Weaknesses: 11
Opportunities: 12
Threats: 12
IV. Porter’s 5 force analysis: 13
Threat of Buyers growing bargaining power: 13
Threat of Suppliers growing bargaining power: 13
Threat of Substitute Products: 14
Threat of Intense Segment Rivalry: 14
Threat of New Entrants: 14
V. Management style: 14
VI. Operating strategy: 16
Global strategy: 17
IKEA value chain: 19
References: 25
I. Company History:
The Early Years:
IKEA was founded in 1943 in Sweden by Ingvar Kamprad. In 1943, at the age of 17, Kamprad upheld this characterization when he decided to become an entrepreneur and created a commercial company called “IKEA, Ingvar Kamprad.” Kamprad's new company was essentially a one-man effort, and sold fish, vegetable seeds, and magazines to customers in his region.
In 1947, IKEA issued its first primitive mail-order catalog. Then in 1950, Kamprad set the foundation for the future direction of IKEA by adding furniture and home furnishings to the mail-order line. A year later, an expanded version of the IKEA catalog became available. In 1952, the stability of home furnishings in the IKEA product line was solidified when Kamprad took his items to the St. Eric's Fair in Stockholm and won over customers...