retail company. SWOT summarizes the strengths, weaknesses, opportunities and threats likely to impact on strategy development that arises from such analyses. (Johnson, Scholes and Whittington 201265) IKEAs main strengths on strategies are low product prices with great quality, and affordable, elegantly designed lifestyles, combined with global ranges supplying. Its target market is concentrated on the young, middle and low income groups. It has been emphasized by Hill that IKEAs target market is…
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