Complete SWOT Analysis of IKEA Company

IKEA is a Swedish company that designs and sells ready-to-assemble furniture, appliances and home accessories. The company is the world’s largest retailer of furniture. IKEA has a clear vision to add value to its customers irrespective of the market conditions. However, some of the weaknesses of the IKEA brand are threats too, such as fast competition, and disruptions in supply chain and logistics.

In this article, we will conduct a SWOT analysis of IKEA. We will look at the strengths, weaknesses, opportunities, and threats of the company.


Summary for SWOT Analysis of IKEA
  • Deep customer knowledge
  • Clear vision and values
  • Cost leadership and penetration pricing
  • Vertical integration for efficiency
  • Unique value proposition
  • Limited global presence
  • Lack of product standardization
  • Minimal customization options
  • Poor product quality perception
  • Weak customer service reputation
  • Leverage e-commerce capabilities
  • Expand into emerging markets
  • Diversify product lines and business areas
  • Position as a green and ethical brand
  • Exposure to currency exchange risks
  • Disruptions in supply chain and logistics
  • Economic downturns in key markets
  • Increasing competition
  • Regulatory hurdles
  • Lack of sustainable raw material sources
  • Rising inflation


What is IKEA?

IKEA is a furniture company that is known for its unique, quality, and affordable home furniture and kitchen appliances. The company has a clear vision to add value to its customers irrespective of the market conditions and it was founded in 1943.

However, there are some weaknesses that the company faces which could be threats too. For instance, the competition for furniture is fast and IKEA does not have a strong presence in Asia. Additionally, disruptions in supply chain and logistics could lead to negative media attention and decreased sales.

SWOT Analysis of IKEA


Ikea Swot Analysis

1. IKEA’s customer knowledge is its biggest strength.

2. IKEA’s clear vision is to add value to its customers irrespective of the market conditions.

3. Some of the weaknesses of the IKEA brand are threats too, such as fast competition.

4. The purpose of this IKEA SWOT analysis is to show the strengths, opportunities, and threats that exist in the home furnishing business, as well as how IKEA can improve its company based on these findings.


IKEA has a number of strengths that have helped it to become one of the leading home furnishing retailers in the world.

Customer knowledge

IKEA’s customer knowledge is one of its key strengths. The company knows the purchasing factors, trends and desires of its customers very well. This allows IKEA to produce products that are highly appealing to consumers. Additionally, IKEA’s constant use of innovation to drive down costs is another key strength. The company’s supply chain integration ensures that products are delivered quickly and efficiently to consumers.

Constantly using innovations to drive costs down

IKEA is known for its simple yet effective approach to retail the Do It Yourself concept products. This assures that costs are kept lowest by the company and IKEA can continue to provide quality products at an affordable price.

Supply chain integration

IKEA’s focus on customer knowledge, innovation, and supply chain integration are key strengths that have contributed to the company’s success. While IKEA does have some weaknesses, such as its reliance on suppliers for raw materials and its vertical integration strategy, these are outweighed by the company’s strengths.

Cost Leadership and Penetration Pricing

IKEA is a well-known company that is known for its lower cost and its focus on cost leadership. The company has a strong presence in many markets and sells its home furnishing products at low prices, which enables it to compete with other companies on quality. IKEA’s cost leadership concept keeps it ahead of its competitors.

Strong Vertical Integration Strategy

IKEA has a strong vertical integration strategy that helps keep costs low and enables the company to offer affordable products.

IKEA’s command over its distribution and supply chain channels is a major competitive advantage. Its ability to acquire production inputs in large quantities has allowed it to reduce its suppliers’ negotiating leverage.

In addition, the company sources its inputs from locations that are geographically closer to its outsourced production facilities, which reduces the costs of both acquisition and transportation. Its distribution system employs retail and e-commerce industry principles and practises, such as automation technologies and merged sales channels.

Unique Value Proposition of Its Products

Obviously, the core of its brand identity is its distinctive unique selling point, which focuses on the design and marketing of inexpensive, modernist, ready-to-assemble home furnishings items.

Its products are ready-to-assemble, which not only makes them more portable but also gives customers the opportunity to customise their purchases. In addition, the modernist design principles and affordable prices make these products appealing to middle-income families.

Weaknesses of IKEA

It doesn’t have a presence in every country

The company has a strong presence in Europe and North America, but it’s almost nonexistent in South America, Africa, and Asia. This limits its potential growth and prevents it from becoming a truly global brand.

Lack of Product Standardization

IKEA has been criticized for the lack of standardization in its products. This can be seen in the fact that IKEA has had to recall over 30 million dressers and chests due to the risk of them tipping over and injuring children.

Limited Customization Options

IKEA furniture is made to be put together by the customer, which can limit the ways it can be customised. Although IKEA offers a wide range of products, it is limited in terms of customization options. This means that customers who want something specific may not be able to find it at IKEA. If you are looking for something in particular, you might have to look elsewhere.

Lack of brick and mortar locations in many states.

IKEA is a Swedish home goods retailer with stores all over the world. However, the company does not have any locations in some US states. This can be a problem for customers who live in these states and want to purchase IKEA products.

Limited product selection in some categories.

IKEA is known for its affordable home furniture, but the company does not offer a wide variety of other home goods. For example, IKEA does not sell appliances or electronics. This can be frustrating for customers who want to shop for their entire household in one location.

Lack of Product Quality

IKEA has been criticized for the lack of quality in some of their products. This is due to the company’s focus on affordability over quality. In particular, the company has been accused of using particle board instead of solid wood in its furniture, which is not as durable. Some IKEA furniture has been known to fall apart easily or break after just a few uses.

The company’s inability to strike a satisfactory balance between minimising production and operating costs and maximising the quality of its outputs is another area in which it falls short.

Poor Customer Service

IKEA has been known to have poor customer service, both in-store and online. This can make it difficult to get the help you need when shopping there. If you’re having trouble with IKEA customer service, consider contacting the company directly. You can find the customer service number for your country on IKEA’s website.

Opportunities for IKEA

IKEA has the opportunity to expand its business into emerging markets and developing countries. This would give the company access to new customers and allow it to grow its market share.

Possibilities from Electronic Commerce

IKEA has many opportunities to grow their business through electronic commerce. They can use their digital features to streamline their shopping experience and give customers more control. They can also focus on small, easily accessible city-centre branches and invest in smart approaches to local digital marketing. These strategies will increase relevance and impact among their customers and help them reach a larger audience.

Emerging Markets in Developing Countries

Ikea is looking to expand into a dozen new markets in the coming years, with a focus on emerging economies. These markets offer huge opportunities for the company, as they are growing at a rapid pace and there is a large potential customer base. However, Ikea will need to tailor its strategies to each individual market, as each presents its own unique challenges.

Product Diversification and Business Expansion

IKEA company has many strategies but one of their most popular is product diversification. This is when the company sells more than just furniture, but also home-related products such as mirrors and lights. This strategy has been working well for other company so far and it will allowed them to expand their business into new markets. Additionally, opening an in-store catalogue in China has provided even more opportunities for the company to grow. Overall, Ikea’s early international entry shows the potential for success that can come from diversifying one’s product portfolio.

Green Business Model for Ethical Consumers

A large number of people around the globe are becoming more aware of what they buy, how they act, and the choices they make. Countries are also supporting projects that help the environment.

IKEA already has a corporate social responsibility programme that includes a number of environmental initiatives that try to reduce the harm its business does to the environment. It can get the most out of this programme by making its sustainable business model part of its brand and marketing messages.

Threats to IKEA

Exposure to Foreign Currency Risks

Exposure to Foreign Currency Risks


IKEA has identified currency risk as one of the main threats to their exposure to foreign markets. In order to mitigate this risk, IKEA has begun paying their Chinese suppliers in Yuan. This strategy has already begun to reduce risk and lower costs in negotiations with these suppliers.

Disruptions in Supply Chain and Logistics

The IKEA company has been greatly affected by the coronavirus pandemic as far as logistics and transport are concerned. IKEA retailers were forced to temporarily close some stores due to the lack of drivers. The company has been struggling with supply chain problems due to a shortage of drivers since the emergence of the covid-19 pandemic.

In addition, the company experienced more specific logistical issues, such as delays in the delivery of production inputs and the transport of processed inputs and final outputs. Note that the Brexit and the blockage of the Suez Canal also disrupted the company’s supply chain and logistics.

Regional and Global Economic Downturns

The worldwide economic slowdown has hit the company’s most important markets especially hard. This has caused IKEA to suffer big financial losses and put them at risk of going out of business. In addition, the company is facing intense competition from other furniture retailers who are also trying to expand in China and India. Additionally, IKEA could be sued for potential environmental damages caused by their products or operations.

Increasing Intensity of Industry Competition

A key threat to IKEA in the foreseeable future is increasing competition from other furniture retailers. The marketplace is becoming more and more competitive, with new retailers popping up all the time. Another significant threat to IKEA is the seeming increasing intensity of competition in the industry or market in which it operates.

To further illustrate this point, it is crucial to highlight that other multinational stores such as Target, Walmart, and Tesco have already entered the market for home furnishings with value propositions that are very similar to their own. In addition to Amazon and more creditable and established brands such as Sears & Wayfair, other business giants such as Amazon are present.

Various Exposures to Regulatory Hurdles

IKEA has faced a number of regulatory hurdles in its expansion into China. These have included issues with environmental regulations, labour laws, and product safety standards. The company has worked to mitigate these risks through a combination of compliance measures and engagement with government officials. However, recent reports suggest that IKEA may have been flouting EU commercial transportation rules, which could lead to further regulatory problems.

Lack of a Sustainable Source of Raw Materials

IKEA is working to source only renewable, recyclable or recycled materials, but this is no easy task given the scale of its retail operations. IKEA needs many raw materials to produce furniture, and cutting down trees for wood causes climate change. The furniture retailer says the service will reduce waste and increase sustainability and is part of its efforts to go 100% renewable or recycled by 2030.


Ikea, the Swedish multinational conglomerate, raises prices due to soaring manufacturing costs attributed to rising inflation. Suppliers have raised their prices, and this has led to an overall increase in the cost of Ikea products. The company has said that it will absorb some of the costs, but customers will see an increase in prices.

Final Thought on Ikea Swot Analysis

The SWOT analysis of Ikea highlights the company’s strengths, such as its commitment to quality and its reasonable prices.

Nevertheless, the company may be impacted by weaknesses such as limited physical presence; consequently, the company should consider such weak points as areas of improvement and growth.

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