IKEA, STнчR, Marketing strategy

The provided report is a critical analysis of the strategy development process of IKEA. In the analysis, all standard strategic management tools have been used in identifying and analysing the most important strategic choices the company made and its current strategic positioning. The analysis indicates that the most adequate direction for the company is its further market expansion into the emerging markets of Asia. The recommended approach is a market development strategy that does not radically change the current expansion plans of IKEA in Asia.