If a company is aware of possible external threats, it can plan to counteract them. By generating new ideas, IKEA can use a particular strength to defend against threats in the market. Threats to IKEA may stem from:
Social trends such as the slowdown in first time buyers entering the housing market. This is a core market segment for IKEA products
market forces more competitors entering the low price household and furnishings markets. IKEA needs to reinforce its unique qualities to compete with these
economic factors the recession slows down consumer spending and disposable income reduces.