Marketing
What are the sources of competitive advantage for IKEA in the international market?
You should write a 3500 words report and evaluate what helps IKEA gain competitive advantages in international market and analysis on the case study-IKEA (I have attached it for you) Using the case study and other materials available on the web.
You can also compare and contrast IKEA with its competitors in different markets.
You can adopt the following mechanisms (but not limited to the following points) to elaborate your answer:
1.Environment scan [PEST analysis about the general environment to illustrate opportunities and threats]
2.Resource and competences analysis of IKEA
•Tangible and intangible resources of IKEA
•Unique resources and core competences of IKEA
•Dynamic Capabilities of IKEA to cope with the dynamic international environment
•How the strategic capabilities help the focal firm to gain competitive advantages
3.Value Chain analysis
•Identify what resource and competences IKEA is having in each activities
•Diagnose in which activities IKEA is making or losing value
•Form a strategy to deal with the resource gap
4.Porter’s generic strategy
•Identify which strategy IKEA is currently adopting
•Analysis the factors which enable IKEA to implement the selected strategy
Weight
Introduction, conclusion and referencing 15%
Environment scan 10%
Resource and competences analysis of IKEA 30%
Value Chain analysis 25%
Porter’s generic strategy 20%
85 – 100% In order to secure a mark in this range, a candidate must submit an outstanding answer with original thinking. Apart from showing an excellent level of understanding of the topic, the work must demonstrate critical/analytic skills and originality. For example, such an answer would include new and valuable insights into international business field which are from the student’s own critical thinking and contributes to the existing literature.
70-85% An essay in this range will demonstrate a excellent understanding of theories, concepts and issues relating to international business. There will be evidence of wide-ranging reading from a variety of valid sources (as described and presented in the marking criteria for 60-69%).
The assignment must be written in a clear, well-structured way with a coherent and seamless flow and show evidence of independent, critical thought. It must show extensive relevant reading on the subject and intelligent use of the material to present a well-balanced and well-argued assignment. For example, the student will have considered a range of relevant issues and be able to assess the strength and weaknesses of various approaches/arguments and put forward a confident and articulate view of their own.
60-69% An essay in this mark range will demonstrate a strong understanding of the requirements of the assignment and of theories, concepts and issues relating to the module. An assignment in this percentage range will include a balanced discussion of issues central to the question, how these are addressed by different authors or sources and some critical thinking into their relative merits or shortcomings.
The answer will be contain few errors and little, if any, irrelevant material. It will show evidence of reading from a variety of sources (i.e. more than 3 or 4) but not so many sources that the discussion loses focus and becomes unclear or irrelevant. All sources should be of some academic merit (e.g. books, journals, reports, media publications). Unreferenced material from non-credible internet sources MUST be avoided.
All sources must be included and properly referenced in the references. The assignment will be well-organised and clearly written/presented overall.
50-59% The answer will demonstrate some reasonable understanding of relevant theories, concepts and issues relating to the module but also some minor errors of fact or understanding.
The assignment will not be based on an extensive range of sources (for example few references are included), or much evidence that they have been read closely or well-understood. For example, the assignment will retell sources rather than analyse them.
The assignment may be quite general in part. Some errors may be present and some irrelevant material may be included.
The essay may not be particularly well-structured, and/or clearly presented and contain some spelling mistakes and grammatical errors. A few sentences may be unclear.
40-49% A mark within this percentage range will be given to an essay which:
shows some limited basic understanding of the subject but is incomplete. For example, if it answers one part of a question but not the rest.
makes only very general statements
includes some factual errors or misunderstandings e.g. confusion between different companies or misuse of certain key terms.
shows limited use of material with limited reading/research on the topic and includes only a very small number of references, not all of which are included mistakes and an incomplete reference list.
has a poor structure and does not flow e.g. if there is no conclusion or new facts are introduced in the conclusion rather than introduction or main discussion.
contains some fundamental errors.