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IKEA
Strengths
• IKEA have a strong internationally known brand attracting key demographic customer groups.
• The IKEA business model is unique in its construction and execution with little direct competition on a like for like basis.
• Success has been driven from the price architecture offering value to the customer in innovative but functional products.
• Despite the large shed operations IKEA operate there is a degree of specialist knowledge within key product areas where purchases are more considered and require assistance such as kitchen installations.
Weakness
• Whilst an international brand there is a level of reliance on European markets with 90% of the stores based in Europe and the balance across America, Middle East and Asia.
• Although the model promotes low prices it has been identified there is an associated low level of customer service which couples this suggesting there is a need to work on service to ensure a complete shopping experience......

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Approximate Word Count: 369
Approximate Pages: 2 (250 words per double-spaced page)

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