The scope of business of the company. The efficiency of the global brand. Competitors of the company and compare them. The defenses of the brand in target markets. SWOT analysis of the company (strengths and weaknesses, opportunities and threats).
IKEA CASE Keselman Sergey In order to assess success of the company like Ikea it is necessary to have a look into the whole scale of business which company like Ikea performs. Ikea is a very successful global brand, not because it has 226 stores in Europe, Asia, Australia and the United States with 410 million shoppers a year, not because other global brand like Wal-mart stumbled in Brazil, Germany and Japan but for Ikea’s unique cultural branding that merges the value and fashionable design to ensure the creation of an affordable contemporary household goods (not just the furniture with 5-10% sales in each country with Ikea stores) for the middle-class. This uniqueness of its corporate DNA is the main reason why the Ikea is so successful globally. The frugality of the founder of the Ikea with his desire to create “better life for many”, these initials statements are included into Ikea’s corporate rules. The frugality combining with the obsession with design forming a unique brand that became a global cult br
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