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Ikea的pestel分析战略范文分享

来源:原创 发布日期:2020-07-09 09:34  阅读: 作者:HotEssay
文章导读:本文的目的是对他进行了SWOT和宜家的 PESTEL分析 和总结评估宜家的战略和战略选择。 宜家,在1943创立,是世界上最大的家具零售商。在负担得起的价格条件下它提供了一个广泛的设计...

  本文的目的是对他进行了SWOT和宜家的PESTEL分析和总结评估宜家的战略和战略选择。

  宜家,在1943创立,是世界上最大的家具零售商。在负担得起的价格条件下它提供了一个广泛的设计良好,功能齐全的家居产品。这使尽可能多的人能够负担得起。宜家一直专注于它的存在,并为客户提供低价格的好产品。因此,它具有开发的方法,并都具有成本效益和创新。

pestel分析
pestel分析

  INTRODUCTION简介

  The aim of this paper is to conduct a SWOT and a PESTEL analysis of IKEA and summarise an assessments of IKEA's strategy and strategic options.

  本文的目的是对宜家进行SWOT和PESTEL分析,并总结宜家的战略和战略选择的评估。

  IKEA,which was started in 1943,is the world largest furniture retailer.It offers a wide range of well-designed,functional home furnishing products at affordable prices.This enables as many people as possible to afford them.IKEA's focus throughout its existence has been to make and provide good products at low prices to customers.Thus,it has with time developed methods that are both cost-effective and innovative.

  宜家成立于1943年,是世界上最大的家具零售商。它以负担得起的价格提供一系列设计精良、功能齐全的家居产品。这使得尽可能多的人买得起它们。宜家在其整个存在的重点一直是制造和提供良好的产品,以低的价格给客户。因此,随着时间的推移,它已经开发出既经济有效又具有创新性的方法。

  SWOT ANALYSIS SWOT分析

  According to Kourdi(2009),an analysis of the company's strengths,weaknesses,opportunities and threats is a good tool for gathering information on the strategic position of the business.He explains that strengths and weaknesses are found within the internal environment of the organisation while opportunities and threats are usually found from the external environment within which the business operates.

  根据Kourdi(2009),分析公司的优势、劣势、机会和威胁是收集企业战略位置信息的好工具。他解释说,优势和劣势来自组织的内部环境,而机会和威胁通常来自企业运营的外部环境。

  Strengths

  优势

  IKEA provides other amenities in their stores these include playrooms for children,ample parking space and restaurants and Swedish cafés.This attracts customers who care about parking and who have children.The children can be left playing at the play zone while the parents do the shopping.

  宜家还在店里提供了其他设施,包括儿童游戏室、宽敞的停车场、餐厅和瑞典咖啡馆。这吸引了那些关心停车和有孩子的顾客。孩子们可以留在游戏区玩耍,而父母则去购物。

  IKEA designs its own furniture.This makes the business become innovative in designs and also assures customers of the same range of furniture and quality all over the world.

  宜家自己设计家具。这使企业在设计上变得创新,也保证了客户的同一系列的家具和质量在世界各地。

  Long-lasting relationships with selected key suppliers are a major strength of IKEA's purchasing and product development strategy.This is because IKEA is directly involved only in conceiving,distributing,and selling its products.

  与选定的关键供应商的长期关系是宜家采购和产品开发战略的主要优势。这是因为宜家只直接参与了其产品的构思、分销和销售。

  Designing products so that they can be packed flat and assembled by our customers greatly reduces IKEA's cost.This means IKEA can ship more items in one truck,less storage space is required,labour costs are educed and transport damages are avoided.For the customer,this means lower priced products and easy transportation home.

  设计产品,使他们可以包装扁平和组装我们的客户大大降低宜家的成本。这意味着宜家可以用一辆卡车运送更多物品,所需的存储空间更小,劳动力成本降低,避免运输损失。对客户来说,这意味着更低的价格和方便的运输回家。

  Weaknesses

  Scandinavian design and style is not everyone's preference.IKEA needs to diversify on its product design to appeal to other conservative markets in the world.For example,customising some products and amenities like restaurants to oriental markets in a place like China or Hong Kong,Arabic ones for the middle-east or even African products for the African market(when it ventures to Africa)will appeal more to another market segment of traditionalists or very patriotic citizens of these regions.

  Since IKEA does not own any transport facilities,its supply and distribution network is physically connected through external actors and thousands of logistic partners.Coordinating and connecting this complex network it had adopted needs a lot of concentration and very advances monitoring system,in addition,IKEA does not unilaterally control and most of the logistic relationships.

  Opportunities

  There is the potential to expand to other areas where IKEA has no stores due to its international fame,strong globally recognised brand and growing demand for its products.These untapped markets include South America and Africa.

  IKEA recycles materials in its aim to grow organically.IKEA's website states that"There is a true business potential for IKEA in providing solutions that enable customers to live a more sustainable life at home.IKEA is developing effective solutions for customers in order to support them recycling or reusing used products,aiming at no products ending up at landfill and the recycled materials used in producing new IKEA products."[1]

  Threats

  IKEA delegates much responsibility to its competent partners.These are normally either those who have long been in charge of manufacturing a certain product,or those who have specific technical competences.This provides a difficulty in controlling and maintaining standards.Due to this,IKEA's competences and organizational structure need to keep on being re-visited and modified to fit specific partners and interaction processes and networks

  Like any other business,Competition from low end general discount retailers such as Wal-Mart,office supply stores such as Office Depot,and discount warehouses such as Costco.Wal-Mart is the world's number one retailer.These general merchandise retailers tend to aggressively promote their furniture products on the basis of price as well.

  Another threat is the high-end specialty retailers who normally offer luxurious store environments designed to appeal to people looking for feelings of affluence,high class,ostentation prosperity,and comfort.These retailers also offer various payment options and easy credit to make it easier for shoppers to commit to a more items or costly products.

  PESTLE ANALYSIS PESTLE分析

  PESTLE is a tool that is used to analyse the macro-environment in which an organisation exists.It is an acronym that stands for Political,Economic,Social,Technological,Legal and Environmental factors.PESTLE analysis generates information that helps senior managers when strategising and when formulating strategic plans and policies

  Morrison(2008)argues that PESTLE analysis can also be used as a framework for looking outside the organisation to hypothesise what may or may not happen.It is a useful framework to use to ensure that some of the basic factors are not overlooked or ignored.Used in a similar way to that of business planning[2]

  Political environment

  This includes issues to do with government policies on taxation,tariffs and trade restrictions.It also encompasses employment laws and the activities and involvement of trade unions.Political stability of the environment is also important.IKEA's political environment is favourable.In Europe and America,the political systems have developed over long time providing a very stable environment.IKEA does not operate in Africa where most nations are not politically stable

  Economic Factors

  IKEA like most businesses in Europe and America is currently operating in global economic recession.In most countries,there has been slow economic growth for the last two years.Other economic factors are typical to each country and have to with inflation rates,interest rates,wage rates and minimum wage legislations.

  Sociological factors

  Markets where IKEA operates are faced with changing social trends.For example there are now fewer first time buyers in the housing market which is mainly due to hard economic times.Thus there may be a deceleration in the market's growth rate.

  According to echeat.com,many people associate Sweden with a fresh healthy way of life.[3]This Swedish lifestyle is reflected in the IKEA product range.The freshness of the open air is reflected in the colours and materials used and the sense of space they create by using blond-coloured woods,untreated surfaces and natural textiles.

  IKEA has also developed a very comprehensive corporate social responsibility program.IKEA's social responsibility policy gives a provision for humanitarian donations and support to various charities such as the World Wildlife Fund,UNICEF and Save the Children fund.

  Technology

  IKEA has embraced technology as a business tool.It has an up to date website from which customers can view online catalogues,check for stock availability before going to the store,order online and even correspond with the customer service team.As technology evolves,IKEA will perpetually keep on updating and upgrading its technology to keep pace with its global networks ranging from network relationships with supplier to those with distributors.

  Legal

  IKEA is a global business.This means that it is affected by many laws and legislations in all the different countries.This poses a threat where IKEA may be unable to control standards and/or quality in some jurisdictions where IKEA products are where there are no regulations to control working conditions.

  Environment

  Since it was founded IKEA has been sensitive to the environment which leads it in making better use of both raw materials and energy.This keeps costs down and helps the company to reach its green targets and have an overall positive impact on the environment

  SUMMARY ON IKEA'S STRATEGY AND STRATEGIC OPTIONS宜家战略与战略选择综述

  IKEA can create more opportunities and tackle threats by strategic planning whist taking advantage of its strengths and working on its weaknesses.In the case study"IKEA Invades America",IKEA's strategy is to have market dominance and market leadership as far as house furnishings are concerned.It can do so by assess its external and competitive environment.

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