A business can create opportunities and counter threats by making the most of its strengths
and addressing its weaknesses. For example, one of IKEA’s key strengths is its strategic aim to
use no more material than necessary in the production of each item. In addition, it develops
its product plans to increase its use of waste or recycled materials.
• One particular table, the NORDEN table, uses knotty birch wood. The knots in this wood
usually mean it is rejected by other retailers and manufacturers as unsuitable for use.
However, IKEA has made the knots part of its design feature.
• OGLA chairs are made using wood waste from saw mills and LACK tables use a
‘sandwich’ of stiff card between wood sheets to reduce the amount of solid wood needed.