Retail Marketing Strategy of "Ikea"

Opportunities
Global expansion, especially on emerging markets
Further capitalization on the „Going green movement”
Providing instore food courts

Threats
Copying IKEA’s model of low cost flat packed furniture by other retailers
Regulations differ from country to country
Smaller amount of first time purchases
Different economical situation in IKEA’s customers countries.

Location and retail strategy
Single-level stores are located in areas where the cost of land is lower comparing to other locations.
The goal of the company is that every customer has enjoyable experience through IKEA store.
The majority of IKEA stores are located outside of city centre, primarily because of land cost and traffic access.

…