宜家專注於客戶發展計劃的完善和客戶計劃的增加。宜家主要以較低的價格向顧客提供各種各樣的產品。產品設計獨特，產品質量也很好。因此，宜家能夠滿足顧客的需求。優質的產品和較低的價格會影響宜家的顧客做出積極的決定，去商店購買所需的產品，如家具、電器和家居配件(Alexander & Jaakkola, 2015)。宜家注重發展與客戶的良好關係，使客戶的需求更容易被理解，並根據客戶的需求提供產品。在這方面，企業能夠為客戶做出好的決策。戰略自我意識有助於宜家評估自身的優勢、劣勢、機會和威脅，找出克服劣勢和威脅的潛在方法。公司認為，以開放的態度接受反饋，可以減少缺點，提高自信(Shivakumar, 2014)。
IKEA focused on the development of customers plan to improve and increase the customer plan. IKEA majorly delivers a wide range of products to their customers at lower price. The design of products is exclusive and the quality of products is also good. Therefore, IKEA is able to meet the needs of customers. The best quality products and lower price influence the customers of IKEA to make the positive decision to visit the shop and purchase required products such as furniture, appliance and home accessories (Alexander & Jaakkola, 2015). IKEA paid attention to developing the good relation with customers so that the demands of customers can be understood easily and offer the products based on their needs. In this regard, the enterprise is able to make the good decisions for customers. Strategic self-awareness is helpful for IKEA to assess its own strengths, weaknesses, opportunities and threats and find out the potential ways to overcome the weaknesses and threats. The company believes that by accepting the feedback in an open manner, it is possible to reduce the weaknesses and improve the self-confidence (Shivakumar, 2014).
IKEA also believes that mistake is the part of business and it is one of ways of to learn something new. The effective self-awareness and concept of learning from mistakes is effective for the IKEA to make good decisions for customers.Along with some success, IKEA faced some problems in terms of business ethics. IKEA is also known as the rule breaker. As the part of rule breaking company, IKEA can repackage the current remunerations or welfares and provide to the customers in diverse ways. Moreover, IKEA also faces certain ethical issues due to which the organization is unable to make good decisions for customers. The complex organizational structure is regarded as one of the ethical issues. The corporate structure of the emprise is run by the private company, such as Dutch non-profit. The organization also faced some problem in relation to poor rules.