IKEA is one of the world’s largest furniture and home accessories retailers.
The company started in Sweden in 1943 and now has more than 450 stores in over 60 countries. It is known for flat-pack furniture, modern design, and low prices. IKEA has a strong brand and loyal customers, but it also faces growing competition.
IKEA has strong competitors. Some are direct furniture retailers, such as:
- JYSK: low-cost furniture chain with global expansion.
- Istikbal: popular in Europe and the Middle East, focused on traditional furniture.
But IKEA also faces more generic competition, for example:
- Dropshipping companies: online shops that sell cheap furniture directly from factories in Asia, often through large platforms such as bol.com.
- Interior companies from Asia: offering complete furniture collections at low prices.
These are just examples. Other competitors may also be relevant.
IKEA’s model combines different elements, from stores to logistics to sustainability. How these parts fit together is key to its success.
In this assignment you will make a business DNA scan of IKEA. You will describe its core features, compare it with one competitor, and give a short analysis of strengths and risks.
For this assignment you must use at least one external source that can be checked by others (for example a company website, news article, or report). Write it down briefly: title + website or article.
Mind: AI is not an external source. You may use AI tools to help you think, structure your text, or check your English. But never as your only source. If you use AI, always write one short line at the end of your work that explains how you used it.
Why this assignment matters
When you understand a company’s DNA, you can also understand your own future workplace better. It helps you see what makes an organisation strong, where risks lie, and why some companies fit you better than others.
