The IKEA group has been a very successful company over the years; whereby it was named top furniture retailer in the world. The company enjoys a wide market for its products; with more than 154 stores in 22 countries. However, the performance of the company has been in the decline in the past couple of years. Based on this phenomenon, the there has been great need to conduct a market analysis which came up with a market plan. This is aimed at improving the company’s performance (GMD, 2009).