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The paper is aimed at analyzing the cost leadership strategy and international strategy of IKEA using tools of PESTEL, Five forces model and SWOT analysis. From the analysis, we find the two strategies has there suitability and they benefit to IKEA‟s success in the market of China. The description and evaluation of IKEA‟s strategies also provide with whole-facets market environment of IKEA in China.

The Marketing Strategies of IKEA in China Using Tools of PESTEL, Five Forces Model and SWOT Analysis