This study includes the analysis of the marketing aspects of IKEA furniture. The aim of the project is to identify the market share, competitors’ strategies, and external environmental conditions of the country and the attitude of the customers for the company and its products. For analyzing each of the stated factors, different methodologies or tools has been utilized such as PEST analysis and Porter’s five force model analysis has been done for understanding the external environment, etc. The findings derived after analyzing the market for IKEA revealed that IKEA is one of the major players in the furniture retailing market and though the company has many competitors, but due to certain USP of IKEA, they would not be able to shake the strong foundation of the company. The company might face problems due to the economic slowdown that is prevailing around the world, due to which the sales might get affected.
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