A strong global brand image 0.1 4 0.4 Core competenciesLeading retailer of homefurniture and furnishings.0.1 3 0.3 Competitive advantageIKEA has its own industrialgroup0.1 4 0.4 Competitive advantageProduct Differentiation 0.08 3 0.24 Business strategy20-40% low cost furniturethan competitors and no extracost included0.07 4 0.28 Maximizing market shareIKEA work environmentallyfriendliness0.06 3 0.18 Competitive advantageLess time and carried awaymaterial0.06 2.5 0.15 Ease of deliveryGlobal presence of more than35 countries0.05 3 0.15 Wide global reach
Weakness
The size and scale of itsglobal business0.1 4 0.4 Management IssuesDifficulties to understanddifferent countries attitudesand tastes0.08 3.5 0.28 Cultural issueTargeting single market 0.07 4 0.28 Weak strategyStuck in the middle 0.06 2.5 0.15 Strategy issues conflictNo enough distributionchannels0.07 3 0.21 Poor retail strategy
Total score 1.00 3.42