FUTURE SCENARIOS OF IKEA SHOPPING CENTRES RUSSIA FOR 2020
Gvozdikov, Artem (2014)
Gvozdikov, Artem
Jyväskylän ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201403042800
https://urn.fi/URN:NBN:fi:amk-201403042800
Tiivistelmä
This study aimed at developing scenarios for IKEA Shopping Centres Russia to help the company to be prepared for the future challenges and understand its own role and functions in the future.
The theoretical background consists of an overview of the shopping centres industry, its past and present situation in Russia. In addition, methodologies of the future research and the PESTEL analysis were studied in order to understand the research tools and methods used in this study.
As this thesis is mostly based on the qualitative research, the focus group method was scrupulously explained for the reader. The focus group interviews were conducted in December 2013 with 7 participants. They were business professionals from the headquarters of IKEA Shopping Centres Russia in Moscow.
As a result, the author was able to construct a proficient PESTEL analysis, find and describe the consequences of the most influential trends on the performance of IKEA SCR by 2020 and write three future scenarios for the company.
The results of this research are confidential. The confidentiality issues concerning this thesis were agreed on with the student, JAMK University of Applied Sciences and IKEA Shopping Centres Russia. The thesis committee of JAMK University of Applied Sciences can find the results of the research in the appendix 3 for the evaluation of this thesis.
The theoretical background consists of an overview of the shopping centres industry, its past and present situation in Russia. In addition, methodologies of the future research and the PESTEL analysis were studied in order to understand the research tools and methods used in this study.
As this thesis is mostly based on the qualitative research, the focus group method was scrupulously explained for the reader. The focus group interviews were conducted in December 2013 with 7 participants. They were business professionals from the headquarters of IKEA Shopping Centres Russia in Moscow.
As a result, the author was able to construct a proficient PESTEL analysis, find and describe the consequences of the most influential trends on the performance of IKEA SCR by 2020 and write three future scenarios for the company.
The results of this research are confidential. The confidentiality issues concerning this thesis were agreed on with the student, JAMK University of Applied Sciences and IKEA Shopping Centres Russia. The thesis committee of JAMK University of Applied Sciences can find the results of the research in the appendix 3 for the evaluation of this thesis.