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    Ikea的pestel分析戰略范文分享

    來源:原創 發布日期:2020-07-09 09:34  閱讀: 作者:HotEssay
    文章導讀:本文的目的是對他進行了SWOT和宜家的 PESTEL分析 和總結評估宜家的戰略和戰略選擇。 宜家,在1943創立,是世界上最大的家具零售商。在負擔得起的價格條件下它提供了一個廣泛的設計...

      本文的目的是對他進行了SWOT和宜家的PESTEL分析和總結評估宜家的戰略和戰略選擇。

      宜家,在1943創立,是世界上最大的家具零售商。在負擔得起的價格條件下它提供了一個廣泛的設計良好,功能齊全的家居產品。這使盡可能多的人能夠負擔得起。宜家一直專注于它的存在,并為客戶提供低價格的好產品。因此,它具有開發的方法,并都具有成本效益和創新。

    pestel分析
    pestel分析

      INTRODUCTION簡介

      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.

      本文的目的是對宜家進行SWOT和PESTEL分析,并總結宜家的戰略和戰略選擇的評估。

      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。它以負擔得起的價格提供一系列設計精良、功能齊全的家居產品。這使得盡可能多的人買得起它們。宜家在其整個存在的重點一直是制造和提供良好的產品,以低的價格給客戶。因此,隨著時間的推移,它已經開發出既經濟有效又具有創新性的方法。

      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.

      根據Kourdi(2009),分析公司的優勢、劣勢、機會和威脅是收集企業戰略位置信息的好工具。他解釋說,優勢和劣勢來自組織的內部環境,而機會和威脅通常來自企業運營的外部環境。

      Strengths

      優勢

      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.

      宜家還在店里提供了其他設施,包括兒童游戲室、寬敞的停車場、餐廳和瑞典咖啡館。這吸引了那些關心停車和有孩子的顧客。孩子們可以留在游戲區玩耍,而父母則去購物。

      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.

      宜家自己設計家具。這使企業在設計上變得創新,也保證了客戶的同一系列的家具和質量在世界各地。

      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.

      與選定的關鍵供應商的長期關系是宜家采購和產品開發戰略的主要優勢。這是因為宜家只直接參與了其產品的構思、分銷和銷售。

      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.

      設計產品,使他們可以包裝扁平和組裝我們的客戶大大降低宜家的成本。這意味著宜家可以用一輛卡車運送更多物品,所需的存儲空間更小,勞動力成本降低,避免運輸損失。對客戶來說,這意味著更低的價格和方便的運輸回家。

      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宜家戰略與戰略選擇綜述

      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.

    本文關鍵詞:pestel分析 想了解更多關于pestel分析的文章請點擊:pestel分析

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