IKEA SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 792

SWOT Analysis of IKEA with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Stichting INGKA Foundation


Furniture Retail


Lifestyle and Retail

Tagline/ Slogan

World of Inspiration for your home


Ready to assemble affordable furniture and home items  



People looking for home furnishing and items

Target Group

Families (Upper Class and Middle Class)


Ikea offers great ready to assemble furniture with great buying experience

IKEA SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of IKEA :

1. Ikea is world's leading furniture retailer

2. Ikea has approximately 200000 employees across the world

3. It is present in almost 50 countries with more than 400 Ikea stories

4. Ikea is known for its ready to assemble furniture across the world. Pre-assembled furniture is also offered at many places

5. It is also moving to smart homes and flats category

6. Ikea is also known for its food offerings inside its big stores across the world

7. Ikea manufactures its own furniture which is then assembled by the buyer

8. It is now expanding in Asian countries to expand its business e.g. India, Malaysia


1. Many countries are still not accustomed to ready to assemble furniture but rather prefer pre-assembled furniture

2. It takes big investment to open an Ikea store

3. Ikea does not have a online channel to compete with online furniture portals


1. Ikea can launch ability to order furniture online and option to assemble at home e.g. amazon, pepperfry

2. Ikea can offer an option to either buy ready to assemble or pre-assembled at a cheap fee to open a new revenue option


1. Competition from low cost furniture manufacturers

2. Pre-assembled furniture can be cheaper in many countries

IKEA Competition


Below are the 12 main IKEA competitors :

1. Walmart

2. Asda

3. Amazon

4. Pepperfry

5. Tesco

6. Sears Holdings

7. Wayfair

8. Natuzzi

9. Home Depot

10. Amazon

11. Urban Ladder

12. Local Furniture Shops

The brandguide table above concludes the IKEA SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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