宜家傢俬(SWOT)

Strength
-Famous in Hong Kong DIY markets
-Shops are convenience to be reached
-Variety in products
-Products are unique in design
-Promotion and advertisements in mass media increase its exposure

Weakness
-Price are relatively expensive than in hardware shops
-Some furnitures are designed for European families which are relatively large in size
-Outlets are not enough as compared with competitors like Pricerite

Opportunities
-The young generations like the idea "DIY", they will purchase decorative materials and do it themself.
-New flats in Hong Kong (either by HKHA or private developer) are good in quality. The sample house of IKEA is adopted by many families. What they do is to buy the furnitures from IKEA.

Threat
-New comers like B&Q became new competitors in the DIY markets
-More and more design house provide Free design services for owners
-Rents in some famous shopping centres are increasing