13.Ikea-SWOT analysis

1、Case13: SWOT analysis of IkEA IKEA is amongst the biggest retailers of furniture in the world. Would you believe that the business sells more than 10,000 furnishing products from well over 300 stores in around 40 countries. The company has in excess of 600 million visitors to its stores, and its ver

2、y successful website attracts in excess of 600 million visitors every year . IKEA is a Scandinavian company famous for furniture from living rooms to childrens bedrooms. 在最大的零售商宜家是世界上的家具。你会相信业务销售超过10000家具产品从超过300家的连锁店在大约40个国家。公司拥有超过6亿的游客到门店,其非常成功的网站吸引了超过6亿游客每年。宜家是一个斯堪的纳维亚公司出名的家具从客厅到儿童卧室。StrengthsIKE

3、A is certainly an environmentally friendly business with a keen focus upon sustainability. In years gone by the company had been accused of encouraging wastefulness since it made a very large numbers of furniture products at low prices. As part of an integrated public relations campaign - IKEA now f

4、ocuses on sustainability and made it an underpinning principle of its business philosophy.宜家当然是一个环保业务有着敏锐专注于可持续发展。前些年,该公司被指控鼓励浪费,因为它使一个非常大量的家具产品以较低的价格。作为一个集成的公共关系活动宜家现在关注可持续发展,并使之成为支撑其业务原则的哲学。In 2011 IKEA has the enviable record of recycling more than 85% of the packaging and other waste from its st

5、ores. Products and materials, suppliers, climate change and community involvement are the fundamental principles of IKEAs sustainability approach. For example, IKEA imposes very strict control measures on some of its suppliers, such as those based in the greater China region.2011年宜家有令人羡慕的记录,回收85%以上的

6、包装和其他废物从商店。产品和材料、供应商、气候变化和社区参与的基本原则是宜家的可持续发展的方法。例如,宜家征收非常严格控制措施在一些供应商,比如那些位于大中华地区. .。IKEA likes satisfied customers. The business manages to score highly in customer satisfaction surveys. Many marketing research companies rank IKEA in their top 10 companies for customer satisfaction. They managed to

7、 enhance their brand association with such great results.宜家喜欢满意的顾客。业务管理取得高分在客户满意度调查。许多营销研究公司排名前十的公司宜家的客户满意度。他们设法提高他们的品牌联想这样伟大的结果。Lets face it IKEA is probably the biggest furniture retail name in the world. This is a business with more than 10,000 products available on every continent. They offer lo

8、w prices and products that offer good value. If you want hard wearing and long-lasting, you will pay more for it elsewhere. IKEA has positioned its business offering away from high-quality and high price, and also a way from low quality, low price. It is in a very enviable position.让我们面对它宜家可能是最大的家具零

9、售的名字在世界。这是一个商业和超过10000的产品可以在每一个大陆。他们提供低价格和产品,提供良好的价值。如果你想要耐磨和持久,你将为它付出更多在其他地方。宜家已将其业务提供高质量和高价格远离,也从低质量,低价格。它是在一个非常令人羡慕的位置。WeaknessesThe business is experiencing problems in one or two home markets. For example in the European market of the United Kingdom, IKEA has recently opened more stores which m

10、eans that the number of visitors is divided by a greater number of retail outlets. So in the past the consumers would travel many miles to visit stores and each store had a large number of visitors, now these consumers have not really increased in number, but are now able to visit a more local store

11、. This has reduced the footfall per store and any sales density.商业正经历一个或两个问题国内市场。例如在欧洲市场的英国,宜家最近开设了更多商店这意味着访问者的数量除以更多的零售网点。所以在过去,消费者将旅行许多英里去商店和每个商店有大量的游客,现在这些消费者并没有增多,但现在能够访问更多的本地存储。这减少了客流量的每存储和任何销售密度One problem experienced by IKEA is that its flagship stores are not located in city centres, or even

12、 secondary locations near large populations. They are out-of-town stores. So consumers have to travel large distances to visit the stores. Their customers have to not only cost their travelling expenses, but they also have to collect large packages and take them home. This would be a competitive dis

13、advantage.一个问题是,其所经历的宜家家居旗舰店位于城市中心不是,甚至是次要位置靠近人口众多。他们是外地的商店。所以消费者要长途旅行去商店。他们的客户不仅需要花费他们的旅行费用,但他们还必须收集大量包,带他们回家。这将是一个竞争劣势。OpportunitiesIKEA is traditionally famous for its diversification strategies. For example in the past they have sold food products and opened restaurants in their stores. So the o

14、nline opportunity of trading through highly advanced e-commerce technologies is an ideal avenue for IKEA. Obviously this helps the business to overcome problems with out-of-town stores since consumers can stay at home to shop and then request that goods are delivered to their doorstep.机会宜家是传统多元化策略而闻

15、名。例如在过去他们有卖食品,打开餐厅在他们的商店。所以网上交易的机会通过先进的电子商务技术是一个非常理想的大道为宜家。显然这能帮助企业克服问题,外地的商店由于消费者可以呆在家里购物,然后要求货物是送到他们的家门口。Another opportunity lies within the new low-cost manufacturing nations of China and India. So costs can be reduced and margins possibly increased by reducing labour costs. This will also give t

16、he business the opportunity to enter these potentially lucrative developing consumer societies. Furniture could be made in factories in China, and textiles for curtains for example could be made in India.另一个机会在于新的低成本制造国的中国和印度。所以成本可以降低,利润率可能通过减少劳动力成本增加。这也将给业务机会进入这些潜在的有利可图的发展中消费者社会。家具可以在工厂在中国,和纺织窗帘例如可

17、以在印度。ThreatsBusinesses such as IKEA will struggle against the larger portfolio suppliers such as Tesco in the United Kingdom and Walmart in the United States. For example Tescos sells not only groceries, but TV sets and mobile phones, so it is only a matter of time before the business diversifies in

18、to a range of bedroom furniture or kitchens.威胁企业如宜家将斗争更大的组合供应商,如英国的特易购和沃尔玛在美国。例如乐购的销售不仅杂物,但是电视和手机,所以这只是一个时间问题业务多样化成一系列的卧室家具或厨房。Like any global marketing company IKEA has to compensate for the global economic situation. The business needs people to move through the family life cycle. Empty nesters ne

19、ed to equip their homes with furniture. So interest rates need to be low enough so that they can afford to borrow money to equip their new homes. There needs to be plenty of low-cost housing for them to be able to do this. Do they have job security? The changing economic environment will impact and

20、influence IKEAs furniture business.像任何全球营销公司宜家必须弥补全球经济形势。业务需要人们通过家庭生命周期。空巢老人需要装备家园与家具。所以利率需要足够低,这样他们可以借钱来装备他们的新家园。需要有充足的低成本住房,这样他们才能做到这一点。他们有工作安全吗?变化的经济环境将影响和影响宜家的家具企业。IKEA is trading in relatively mature consumer markets, and has entered all plausible free markets countries. The new and emerging na

21、tions of India and China sometimes make it difficult for IKEA to embed itself as a supplier to new consumers. For example, there are often foreign ownership rules which mean that IKEA might have to take a local business partner. The new partner could take more than 50% of its business and this is no

22、t always acceptable to its board.宜家是交易在相对成熟的消费市场,而且已经进入所有合理的自由市场国家。新的和新兴国家的印度和中国有时很难使宜家嵌入本身作为一个供应商的新消费者。例如,经常有外国所有权规则意味着宜家可能要带一个当地的商业伙伴。新合作伙伴可能需要超过50%的业务,这是并不总是董事会认可的。Task 1: Visit the IKEA shop in beijing , log on to web site of IKEA ikea , find the information about IKEA on the internet and explai

23、n why IKEA have such Strengths and Weaknesses listed above, what Opportunities and Threats does IKEA face。How about IKEA in China？任务1:参观宜家商店在北京,登录网站,找到宜家IKEA宜家在互联网上的信息和解释为什么宜家有这样上面列出的长处和弱点,机会和威胁并宜家对宜家在中国面临如何?Task 2: A personal SWOT analysisUndertake a SWOT analysis which considers your current progr

24、ess, which was very important step to do when you make your Personal Development Plan任务2:一个个人的SWOT分析进行SWOT分析,认为你目前的进展,这是非常重要的步骤去做,当你让你的个人发展计划.Task 3: SWOT analysis of the university you attend Perform a situation (SWOT) analysis for the university you attend. Do you think university administrator co

25、nsider these factors when devising their strategy任务3:SWOT分析的大学你参加执行情况(SWOT)分析大学你参加。你认为大学管理员考虑这些因素在设计他们的策略Supplementary reading: The SWOT analysisA SWOT analysis is used to examine an organisations internal strengths and weaknesses, measured against its competitors, and any key external opportunities

26、 and threats. It requires management to look closely and analytically at every aspect of its operations and then develop strategies to achieve the desired objectives.补充阅读:SWOT分析SWOT分析是用于检查一个组织内部的优势和劣势,衡量其竞争对手,和任何关键的外部机会和威胁。它需要管理来仔细看和分析中的各个方面的操作,然后制定出战略,以实现预期的目标。SWOT stands for: Strengths Weaknesses

27、Opportunities ThreatsThis is normally involves an internal audit of the organisations strengths and weaknesses. The opportunities and threats reflect the external influences on the organisation which exist in the business environment. The SWOT balance sheet is shown in figure 2.SWOT代表:优势弱点机会威胁这通常是包括

28、一个内部审计机构的长处和弱点。机遇和威胁反映外部影响组织中存在的商业环境。SWOT资产负债表是图2所示。Figure 2 The SWOT analysis balance sheetWithin the organisationIn the environmentSTRENGTHS +OPPORTUNITIES +WEAKNESSES -THREATS -图2 SWOT分析资产负债表在组织内部的环境优势+机会+弱点威胁。 StrengthsThese are the advantageous aspects of the organisation on which the future su

29、ccess can be built. Examples might include:A well motivated work forceWell established productsA good reputationModern production technology优势这是有利的方面的组织,可以构建未来的成功。的例子可能包括:一个良好动机的劳动力建立良好的产品一个良好的声誉现代生产技术 WeaknessesThese are the factors which could hinder the future success and potential growth of an o

30、rganisation. Therefore it is important that they are investigates and remedial action taken. Examples might include:Poor morale and motivationOutdated equipmentPoor quality control leading to high wastage or complaints about faulty productsPoor management information systemsInadequate research and d

31、evelopment so limited product innovationIf the organisation had such weaknesses, then it would have to consider its financial position. Strong finances should allow management to implement remedies. However, if finance were also a weakness, then this would have to be a priority area for action, as t

32、he other remedies rely on the investment of capital.弱点这些因素可能阻碍未来的成功和增长潜力的一个组织。因此它是重要的,他们是调查和采取补救措施。的例子可能包括:可怜的士气和积极性过时的设备可怜的质量控制,从而导致较高的损耗或抱怨劣质产品可怜的管理信息系统不充分的研究和开发有限的产品创新如果组织有这样的弱点,那么它将不得不考虑它的财务状况。强大的财政应该允许管理实施补救措施。但是,如果金融也是一个弱点,那么这将是一个优先领域行动,像其他补救措施依赖资本的投入。 OpportunitiesUsually, though not always, strengths and weaknesses relate to the organisation itself, while opportunities result from external factors. They must be identified and grasped before they disappear. If an opportunity is missed by delay, competitors will have taken them, and will then become l