Introduction.Large organizations like IKEA would equally face challenges like those faced by smaller market players especially when attempting to penetrate new markets. More so when the language, culture and legal requirements are very different from where she comes from or origin. The opportunities and challenges in the new country determine managerial and marketing strategies that must be employed by any company on the growth journey.In the sections that follow, first, an attempt is made to analyze the opportunities and challenges for IKEA in their market operations in China, an emerging market as well as Japan which was a more advanced economy. The entry strategies are also being analyzed, key considerations and strategies for market entries are presented. IKEA’s product, pricing, marketing communication and distribution decisions and how the selected options addressed the identified challenges is discussed.Finally, my opinion on what would be IKEA’s marketing strategy in future in order to gain and sustain market shares thereby increasing shareholder value is presented.