Essay on Marketing and Ikea
IKEA: Expanding through franchising to the South American market?
This report is made by four, fourth year IBMS students for a marketing course. This report is based on a case from the book Global Marketing, by Svend Hollensen. The basis of this report is the international operating company IKEA. The main question that will be answered in this report is:
Should IKEA expand further through franchising to the South American market?
To answer this question the current situation of IKEA will be taken into account in this report. Next to this also other aspects like a SWOT analysis and other theoretical information will be used to come to conclusion, recommendation and possible implementation.
Table of …show more content…
Conclusion SWOT analysis
To being able to make a good conclusion of IKEA’s SWOT analysis, the following figure will give a simple but clear overview of the above described parts of the SWOT analysis.
- IKEA’s rapid growth and worldwide of activities (centralized strategy)
- Keep the information flow to customers and stakeholders up-to date
+ IKEA’s strong, and worldwide known brand
+ IKEA’s strong concept and vision
+ IKEA`s partnerships with suppliers (long- term and high quality)
+ Economies of scale
- Growing number of retailers are offering low cost furniture
- The global economical crisis, drop in consuming by consumers
+ Continue developing (even) greener products
+ Increase presence in North American and Asian markets
+ Explore possibility of