SWOT analysis
IKEA's goals of sustainability and environmental design are central to its business strategy.
It has launched a new sustainability plan to take the company through to 2015. This will
combine social, environmental and economic issues.
IKEA uses SWOT analysis to help it reach its objectives. This is a strategic planning tool. It
helps the business to focus on key issues. SWOT is the first stage of planning and looks at the
Strengths, Weaknesses, Opportunities and Threats involved in a project or business venture.
Strengths and weaknesses are internal aspects. This means that they are within the control of
the business. They may refer to aspects of marketing, finance, manufacturing or organisation.
Opportunities and threats are external factors. This means that they are outside the control of
the business. These may include the environment, the economic situation, social changes or
technological advances, such as the internet.