This Diploma thesis focuses on the analysis of the Blue Ocean Strategy – with an emphasis on the Swedish company IKEA – in Slovak and global terms. First part of the thesis is devoted to theoretical knowledge of marketing and company strategies which were used by undertakings in the past and which are still effectively being used nowadays, including modern strategies (such as the Blue Ocean Strategy) established for the current status of undertakings in the global market-based environment. In the second part of the thesis we summarized basic information about IKEA – the main subject for our analysis, gathered and analysed statistical data about its competition and participation in the Slovak and global market. In the last part of the thesis we brought the results of these two analyses together which helped us making individual recommendations and suggestions for increasing the market position of the company in Slovak and global market.