Understanding the T-Threats in SWOT Analysis in Product Management

Threats are certain factors that could hurt a company. In this video, you will learn about the threats to IKEA.

As discussed in the video, threats are the issues that can adversely affect your product. These may include climate change, supply chain problems, or any other such issues.

Questions to ask:

1. How are consumer tastes changing?

2. How are industry regulations changing?

3. What are the new types of competitors on the horizon?

4. How is technology changing your business model?

5. Which aspects of your product or service offering might no longer be relevant in the next 5–10 years?

Threats to IKEA:

• Wood sourcing (e.g., climate change, fires)

• Strong competition from e-commerce companies (e.g., Wayfair)

• Shifting consumer retail habits (e.g., IKEA’s big box stores in suburbs)

• Consumer aesthetic changes (e.g., outdated looks)

It is important to understand that oftentimes, an opportunity looks like a threat. They appear to be very similar, barring the impact they might have on your product or service. Read more about it here.

In the next segment, you will learn about the SWOT analysis on Twitter.