UNIVERSITY OF BEDFORDSHIRE FOREIGN TRADE UNIVERSITY

SCHOOL OF BUSINESS HO CHI MINH CITY CAMPUS

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ASSIGNMENT
Module: Strategy and Innovation
Code: MAR021-2

FOR EXAMINERS ONLY

Grade (in number):
Student: TRẦN THỊ THÙY AN
………………..
Student ID: 2045519130 Grade (in words):
Cohort: K58BF-A ………………..
Semester: I Examiner 1
(Signature & Fullname)
Academic year: 2021-2022
………………..
Headteacher: Pham Thi Thu Chieu Examiner 2
Submission date: 27 Sept 2021 (Signature & Fullname)
………………..
Student’s signature:

Ho Chi Minh City, September 2021

IKEA PROPOSAL OUTLINE
1. Introduction
1.1. Company history & background
1.2. Vision, mission and goal

2. Analyze Ikea external factor

2.1. Current state in market share
 Porter’s 5 forces
- Threat of new entrants
- Threat of substitute products
- Bargaining power of buyers
- Bargaining power of suppliers
- Rivalry among existing competitors
2.2. Environment analysis
 Pestel framework
- Politic
- Economic
- Social
- Technology
- Environment
- Legal
3. Analyze Ike internal factors
 Swot
- Strength
- Weaknesses
- Opportunities
- Threats
 Vrio analysis
- Valuable
- Rare
- Imitability
- Organized
4. Analyze competitors
 Porter’s Four Corner
5. Identify Strategic issues
- Issues in coportate-level
- Issues in business-level
- Issues in functional level