Report On Ike International Business School - 3309 Words

Anglia Ruskin University LORD ASHCROFT INTERNATIONAL BUSINESS SCHOOL REPORT ON IKEA IN CHINA Contents 1. Introduction 2 ïÆ'Ëœ History 2 ïÆ'Ëœ Store 3 ïÆ'Ëœ Resources and capabilities of IKEA 3 ïÆ'Ëœ Mission 3 ïÆ'Ëœ Vision 3 ïÆ'Ëœ Product range 4 ïÆ'Ëœ Market segmentation 4 ïÆ'Ëœ Goal of IKEA in China 4 ïÆ'Ëœ Analyzing the Chinese Market 4 2. IKEA’S OPERATION IN CHINA 5 ïÆ'Ëœ Challenges faced by IKEA in China 5 ïÆ'Ëœ Marketing strategy of IKEA in China 6 3. EXTERNAL ANALYSIS 7 4. INTERNAL ANALYSIS 8 ïÆ'Ëœ Value chain analysis- 8 ïÆ'Ëœ Capability analysis- 8 ïÆ'Ëœ SWOT Analysis 8 †¢ Strengths 9 †¢ Weakness 9 †¢ Opportunities 10 †¢ Threats 10 ïÆ'Ëœ PESTLE Analysis 10 ïÆ'Ëœ Porter Five Forces 12 5. Discussions/Conclusion 13 6. Reference 13 1. Introduction ïÆ'Ëœ History IKEA is a multinational group of companies, popular for its design and marketing of ready to assemble furniture, appliances and home accessories. It was established by Ingvar Kamprad in 1943 in Sweden. 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