MBIST: Faculty of Business and Management Assessment

Assignment Overview

Module Learning Outcomes

At the end of this module, a student should be able to:

1. Demonstrate understanding of the process of global strategy development and management

2. Analyze the international environment

3. Critically appraise the industrial context

4. Develop and implement global strategy

Part 1: Demonstrate Understanding of the Process of Global Strategy Development and Management

(a) How does IKEA create an inspiring in-store experience?

(b) How does the ‘IKEA Ready-to-Assemble’ furniture fit with strategy theories that lay stress on the global aspects of corporate strategy?

Part 2: Analyze the International Environment

(a) Identify the controllable and uncontrollable elements that Starbucks has encountered in entering global markets

(b) What differentiates IKEA brand from its competitors?

Part 3: Critically Appraise the Industrial Context

(a) Conduct Competitor Analysis

The following aspects of the competitor’s organization need to be explored:

• Objectives

• Resources

• Past record of performance

• Current Products and services

• Present strategies

Part 4: Develop and Implement Global Strategy

(a) How do you explain the remarkable success of IKEA globally since the 1950s?

• Key Factors of Success

• Porters Five Forces Analysis

(b) Using the material, tools and any other case studies discussed in class, analyse the global ready-to-build-furniture environment to present the arguments for and against IKEA trying to achieve its ambition to be the biggest global furniture manufacturer without resorting to major network alliances or acquisitions

• SWOT/VRIO analysis

• What is IKEA’s global marketing strategy that sets it apart from competitors?

  • Target audience

  • Marketing strategy

  • Optimizing website and mobile application

  • Social media marketing strategy

  • Utilizing content marketing

  • Expanding globally while maintaining localization

  • Key takeaways from IKEA’s marketing strategy

Brief Summary of Assessment Requirements

The assessment focuses on understanding and applying concepts of global strategy development and management through real-world case studies, primarily IKEA and Starbucks. The main requirements are:

1. Demonstrate Understanding of Global Strategy Development and Management

   • Explain how IKEA creates an inspiring in-store experience.

   • Link IKEA’s “Ready-to-Assemble” furniture strategy with global corporate strategy theories.

2. Analyze the International Environment

   • Identify controllable and uncontrollable elements Starbucks faces in global markets.

   • Highlight what differentiates the IKEA brand from competitors.

3. Critically Appraise the Industrial Context

   • Conduct a competitor analysis, including objectives, resources, past performance, current products/services, and strategies of competitors.

4. Develop and Implement Global Strategy

   • Explain IKEA’s global success since the 1950s using key success factors and Porter’s Five Forces.

   • Analyze the global ready-to-build furniture environment for IKEA’s ambition to dominate globally without major alliances or acquisitions using SWOT/VRIO analysis.

   • Detail IKEA’s global marketing strategy, including target audience, digital marketing, social media, content marketing, and localization strategies.

Learning Objectives Covered:

• Understanding global strategy frameworks and management processes.

• Analyzing internal and external business environments.

• Applying strategic tools like SWOT, VRIO, and Porter’s Five Forces.

• Developing actionable strategies for global expansion.

Step-by-Step Guidance Approach by the Academic Mentor

Step 1: Understanding the Assessment Brief

The mentor first explained the module learning outcomes and clarified each part of the assignment. The student was guided to focus on both theoretical frameworks and real-world case studies.

Step 2: Part 1 – Global Strategy Development

• Mentor’s guidance: Start by analyzing IKEA’s store experience and product strategy.

• Approach: Examine how IKEA creates a unique shopping environment and link this to theories of global corporate strategy.

• Outcome: Student demonstrated understanding of strategy alignment between product offering and global positioning.

Step 3: Part 2 – International Environment Analysis

• Mentor’s guidance: Identify controllable vs uncontrollable factors for Starbucks and differentiate IKEA from competitors.

• Approach: Use examples of international market entries, cultural differences, and regulatory impacts.

• Outcome: Student showed analytical skills in assessing external business environments.

Step 4: Part 3 – Industrial Context Appraisal

• Mentor’s guidance: Conduct a competitor analysis using structured parameters (objectives, resources, products, strategies).

• Approach: Research competitor performance and benchmark against IKEA.

• Outcome: Student critically appraised the competitive landscape, showing strategic awareness.

Step 5: Part 4 – Developing and Implementing Global Strategy

• Mentor’s guidance: Focus on IKEA’s global success factors, marketing strategy, and strategic tools.

• Approach:

  • Perform Porter’s Five Forces to analyze industry competitiveness.

  • Conduct SWOT/VRIO analysis to assess strategic positioning.

  • Outline marketing strategies, digital optimization, and global expansion plans while emphasizing localization.

• Outcome: Student proposed a comprehensive global strategy analysis demonstrating practical application of strategic frameworks.

Final Outcome and Learning Achievements

• The student submitted a well-structured report covering all parts of the assessment.

• Demonstrated knowledge of global strategy development and management.

• Applied analytical frameworks effectively (SWOT, VRIO, Porter’s Five Forces).

• Showed ability to critically appraise industrial context and competitor dynamics.

• Developed practical insights into IKEA’s global marketing strategy, digital presence, and expansion approach.

• Overall, all module learning outcomes were achieved, including strategic thinking, analytical skills, and application of theory to practice.

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