Based on your analysis on IKEA , critically discuss on the strategic moves or drives undertaken by the organization and suggest NEW STRATEGIES that the organization used to remain competitive. It may be apparent that the environment in which the organization operates is changing. Organizational leaders may have good ideas for how to respond, whether it be increasing competitive advantage, adding customer value, adding products/services, entering new businesses, or any of many other possible actions. But without an effective strategic planning and strategic management process, organizational structures to support the planning and successful implementation, and people that support the change, the results will likely be poor. Using iceberg theory, 1- Identify the 90% below the water level which are written INVISIBLE ORGANISATIONAL CULTURE (the way we really get things done) where it involves strategic planning and successful implementation and change. 2 - Describe the impacts in the 90% components where they are the causes of the success or failures of the 10% above the water level where the study of strategic management process requires businesses to look into it. *You are to use the analytical tools that you have learnt in Strategic Management like SWOT analysis, TOWS matrix, PESTLE analysis, Porters 5 Forces, Generic strategies,BCG Matrix , and other tools to support your evaluation