How IKEA To Achieve Competitive Advantage In Its Industry

IKEA
IKEA working in many distance to achieve competitive advantage in its industry, including low price with good quality. The main factor that has been accepted by many consumers is good design and pricing of the products (Jungbluth ,2006).Other distance meeting customer’s requirements and needs, anti-brand, business practices, democratic design and considering environmental issues as these distances illustrated on the spry diagram. Business’s mission statement defines the present business scope and broadly describes the organization’s present capabilities, focus, and activities (Byrd,M. and Megginson,L.,2009).
IKEA mission is to produce home furniture with good quality and design with low cost through the development and improving staff

• Competitors.
• Recession.

3- Generating of Routes to objectives:
1- Conceder and manufacturing flat pack products at the design stage.
2- Building the stores at outskirts
3- Design and create a process what consumer wants?
4- Produce products suitable for people needs.

Evaluating of routes to objective

Objective Advantage disadvantages 1-Consider and manufacturing flat pack products at design stage

Supporting low price by reducing storage, handling, distribution costs
Product is not manufactured if flat pack is not possible. Some customers does not like self-serves and assemble themselves

2-Building stores at outskirts Rate of the place is cheaper, maintain low price with high quality Time consuming

3-Design and create a process what consumer wants

Benefit every body
More effort and cost for market research and survey

4-Produce products suitable for people needs

Increase profit and differentiate the products

Required more resources

Choice of routes to objective

Route Decision Justification

1- Consider and manufacturing flat pack products at design stage Include
Reducing handling, distribution and storing costs and consumer-driven in shop