IKEAIntroduction Since the early 1940s, IKEA has gone through the history of development from the woods of southern Sweden to a major experience in the retail industry retail in different parts of the world. The first furniture showroom was opened in Almhult, Sweden in 1953. Founder Ingvar Kamprad was born in a small village in Sweden, as a young boy Ingvar had ideas for developing a business. The key to its success is finding the right manufacturer for the right product.Some facts and figures about the companyThe specific advantages of IKEA are that when most other furniture industries were localized and focused on the domestic market , and that the Swedish industry was crowned themselves as the best in the industry and that's when IKEA entered the global industry. • Their products were shipped after disassembly of parts to reduce shipping costs. Its profitability was then used to target the American market. • Another pioneering measure was to include customers in the value chain to radically reduce costs. They did the assembly themselves at home. • Its expansion to various countries was due to its successful cultivation.• It was not successful in the United States because there they encountered some cultural conflicts and the taste in furniture was totally different. Additionally, intense competition, Swedish law, and long shipping period also made it difficult to expand to the United States. SWOT Analysis STRENGTH • In the global market, IKEA has a strong leadership position. It has a very successful marketing strategy.• The company's competitive advantage lies in its competitive pricing.• This concept of profitability is taken into consideration from the beginning...... middle of paper ...... t the best products at competitive prices. Since market and profit advantages continually erode over time, the business must be innovative and continually competitive. Products from countries with a very positive image always tend to be rated favorably and vice versa. All these risks must be taken into consideration while developing the new market entry strategy. In both cases, both companies have a strong brand, which is a competitive advantage for both companies when entering a new market, but IKEA needs to be more innovative and adapt to new market trends and develop and market its designs accordingly. Same with Sony The rivalry and competition in this sector is very strong and they must be innovative and improve their R&D in order to meet consumer demand or attract their demand..