Introduction Starting the analysis of IKEA, it is critical to investigate the sector in which it works, its basic peculiarities, competitors, and characteristics of the target audience. First of all, the brand can be characterized as a multinational group that designs, manufactures, and sells ready-to-assemble furniture, home accessories, kitchen appliances, and other goods that can be used to decorate or improve dwellings ( Vision and business idea n.d.). At the moment, IKEA holds leading positions in the world as the major furniture retailer, and the tendency preserves in the UK because of the popularity and recognizable image of the organization. It is focused on young and fashionable consumers who follow modern trends and will buy offered products ( Vision and business idea n.d.). The focus on this target audience presupposes the adherence to a particular model and stylistics to preserve the high level of interest towards the proposed goods. PESTLE To better understand the current position of IKEA, PESTLE analysis should be performed as it provides an opportunity to consider multiple factors impacting the firm at the moment (Berry 2015). Political The political factor should be considered a significant force affecting the further development of the brand. The fact is that IKEA is a global company that functions in many states across the world. For this reason, to remain within the legal environment of the UK, it has to consider the existing taxation rules and demands to companies that are accepted in the country (Gamble, Peteraf & Thompson 2018). At the same time, export, import, and other significant laws should be taken into account. Nevertheless, at the moment, there are no significant barriers in the country that might have a negative impact on the further evolution of IKEA as it acts in accordance with the regulations established by the UK government. The stability of the state and its laws can serve as a beneficial factor promoting the further improvement of the brand’s position in the area. Economic IKEA has to consider the current economic showings of the state in which it wants to operate, such as economic growth, inflation rates, stability, unemployment, and individuals’ income. For this reason, it’s functioning in the UK can be taken as a desired option because of the reliability of the state’s economy. At the moment, it is one of the world’s most effective models characterized by high trustworthiness, stability, and interest (Evans 2019). The currency, Libra, is also recognized as a potent financial tool that can be used at the international level (Venkataraman & Pinto 2017). Citizens of the UK have a stable and comparatively high income, which means that their bargaining power increases. That is why the given factor should be considered beneficial for the future success of the brand. Social This aspect represents current values and demographic characteristics of the population that impacts their decision-making and buying preferences. Analyzing this factor, one can observe the beneficial situation for IKEA’s development. Today, people in the UK are conscious of a particular lifestyle that will emphasize their individuality and specific attitude to decoration (Evans 2019). For this reaso