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Competitors<br />
o <strong>The</strong> competitors of IKEA are usually supermarkets who also include home wear into their product<br />
portfolio, such as Tesco as their quality is known to be of high standard as well as good customer<br />
service, the fact that their products are also cheaper than IKEA as well as accessible is another reason<br />
why many would rather shop at Tesco than IKEA.<br />
o Another competitor of IKEA is an e-commerce company called Wayfair, that sells a wide range of<br />
homeware products, such as beds, kitchen and electrical supplies as well as wallpaper. <strong>The</strong> company is<br />
headquartered in Boston but has warehouse all over the States, Germany, Canada, Ireland and the<br />
United Kingdom.<br />
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